Ami&M Announces Brand Refresh After 5 Years of Development
In 2023, Ami&M embarked on a significant initiative – “Brand Development Strategy” – in close collaboration with the dedicated experts from Richard Moore Associates (RMA).
As Ami&M enters a new phase of growth following five years of establishment and maturation, the company reaffirms its mission, core values, and the AMIROSE culture as the foundation for sustainable development.
At the same time, Ami&M has defined its long-term vision: “To build a fast-growing and sustainable multi-industry ecosystem in pursuit of authentic prosperity.”
On September 9, 2024, marking its 5th anniversary, Ami&M officially unveiled and put into use its new brand identity – a vital component of its brand development strategy. This transformation aims to strengthen Ami&M’s positioning and differentiation in the market.
Accompanied by the message “Together Towards Prosperity,” the new logo – a visual embodiment of Ami&M’s evolution- captures the spirit of innovation, creativity, connection, and ambition as the company steps confidently into the future.
Think Out Of The Box
Stepping Out of the Comfort Zone
The first dot in the letter A represents the intrinsic values, the years of cherishing the common Ami&M dream of the companions. The next dots that go beyond and then grow represent Ami&M’s Think out of the Box spirit: Take the plunge, step out of your comfort zone, proactively create and innovate. This is also the spirit of unleashing potential and open thinking for flexible and sustainable development in a constantly changing world.
Connecting the Dots
Multi-way connection
The 9 interconnected dots are inspired by the spirit of “Connecting the dots” – creativity by combining old platforms with each other in new methods. As a marketer, Ami&M always innovates thinking to connect multi-dimensionally and multi-factor based on new values
Striving for Excellence
The dynamic leap created by the nine expanding dots symbolizes continuous and powerful growth. The number 9 represents the pursuit of near-perfection, relentless effort, and the unwavering commitment to achieving true prosperity. Additionally, 9 is a significant number, marking the founding day of Ami&M (09.09.2019).
The new logo and brand identity system will officially be implemented across all of Ami&M’s platforms and communication channels starting September 9, 2024. This refreshed brand identity, along with the broader development strategy for the next phase, reflects Ami&M’s continued commitment to its mission: To bring a better life to our Companions – including our dedicated team members, valued customers, trusted partners, and the wider community.
Reflecting on the brand strategy consulting process for Ami&M, Mr. Richard Moore – Chairman of Richard Moore Associates (RMA) – shared:
“The collaboration between Ami&M and RMA was centered on developing and refreshing the Ami&M brand through a bold, modern visual strategy that stays true to the Group’s spirit at this important stage of its journey. Throughout the process, I witnessed a strong sense of professionalism and commitment from the Ami&M team. Ami&M showed great openness—welcoming our external perspectives and integrating them with internal insights. In every lively discussion, I could feel the admirable energy and mindset of always asking: ‘How can we do better?’—a spirit that constantly pushes for excellence in every step forward.”
Sharing his thoughts on the Group’s brand strategy, Mr. Đoàn Đức Minh, Founder of Ami&M, stated:
“We cannot give what we do not have. In order to leave a meaningful brand imprint and deliver increasingly valuable experiences to our customers and partners, Ami&M must first internalize the brand strategy across every member of our organization. Every AM must embody our brand personality in their actions—with Empathy, Sincerity, and Inspiration at the core. The new logo reflects this very spirit: to achieve breakthrough growth in the next phase, building upon the strong foundation we’ve laid over the past five years and improving operational efficiency, we must embrace a transformation in how we think and lead. This includes how we manage, operate, and guide our teams—and most importantly, how we manage ourselves. It calls for greater Discipline, Humility, and a Drive for Self-Elevation.”
A Đoàn Đức Minh, Founder của Ami&M
It can be said that a brand strategy is not merely a compass for outward-facing activities.
More importantly, it is a stream of energy flowing through the very veins of the organization—enabling Ami&M to genuinely become what we aspire to be, and from there, to inspire those around us: our customers, partners, and the wider community.
At Ami&M, we believe that every AM—regardless of their role—will come to truly understand our brand development strategy, gain deeper self-awareness, connect with their fellow teammates, and become a proud brand ambassador of Ami&M.
M Trần Thu Thủy – Phó Chủ tịch HĐQT
Post by Ami&M