Among the business segments of the Fan Hua Corporation are, for example, book publishing and the online sale of books. The corporate identity reflects this. Its central design element is an expressive logo, consisting of nine vertical, diffusely arranged bars. On the one hand, they bring to mind books on a shelf, on the other hand, the Wi-Fi symbol, which, here, represents the distribution of the cultural aims of the corporation. The design intentionally shows nine bars because the number “nine” is of great significance in Chinese culture.