Brand spirit

Our corporate vision and cultural pursuit not only lie in our brand spirit but also support and interpret it. The past and current SELF with its humanistic ways and passion has been showcasing our brand spirit.

  • DEDICATED

    We are dedicated to crafting and casting a business empire in the display and showcase lighting industry.

  • PRACTICAL

    Taking a down-to-earth approach, we perspire with our intelligence to plow the soil of our vision and generate partnership values for our clients.

  • INNOVATIVE

    We strive to remain practical and professional to continue greater breakthroughs in existing technologies, products, and operating models. We try to take a preemptive strike and exceed customer expectations.

  • RESPONSIBLE

    We maintain our sincerity and responsibility to create mutually beneficial values for clients, employees, and the community.

Brand Guidelines

  • Logo Interpretation:

    Our logo is comprised of the word “self”, which falls in line with SELF’s philosophy of “being self-disciplined”. With dedication and insistence, SELF has been venturing and improving itself in optoelectronic lighting. The letter “e” represents the Earth, which indicates SELF’s engagement in the optoelectronic lighting industry that is closely connected to human beings, while reflecting SELF’s caring passion for the Earth and environmental sustainability. Carefully structured, the logo represents the practicality and insistence of each SELF employee. The letters “s” and “f”, which are proportionally stretched, instill the confidence and innovation in each young and energetic SELF employee.

  • Brand Source:

    SELF’s brand position is mirrored by the growth path and personality of a pine tree. Three thriving pine trees are the basic elements for our fundamental creation, the abstract design of which constitutes a simple but straight pattern.

    The main theme derives from the source of foundation. As three makes a team, it signifies that SELF constantly attracts and expands a talent pool during its growth. In other words, it is a sound corporate cultural ecosystem that is built on the intelligence and accomplishment of the team. Furthermore, it is also reflective of a thriving enterprise that aims high and presses forward with its strong life force.