Xiaonei - the Chinese social networking site looking “strangely” similar to Facebook in terms of visual identity and functional features - has recently launched a new corporate logo. Does this maybe represent Xiaonei first step towards building its own unique brand identity?

The change comes in response to Xiaonei repositioning as an "interactive communications platform". Joe Chen, CEO of the company, stated that the site has shifted its target age group from youth to users of all ages.

Compared with the original logo, the brand new logotype and signature focuses on the idea of "Communication".

Nowadays, Xiaonei is not only the largest interactive community among university students, but also the preferred platform for 15 million white-collars. According to the data provided by Xiaonei, the site currently has a registered user base of 40 millions. The site records daily page views of 400 million, number that is expected to rise significantly in the first half of 2009.

"The new visual identity will greatly enhance our brand image and increase the intangible assets of Xiaonei. It is the regeneration of Xiaonei" Joe Chen said.