DEYI 德逸 is an original name designed with two meaningful Chinese characters 德 Dé and 逸 Yì. Each of them has a long history and a profound symbolism. Those characters put together perfectly reflect the brand spirit.
This ancient Chinese glyph has more than 3000 years of history. The character “德De” means now “Ethics, virtue, morality”. It is a very important Chinese character which embodies Chinese philosophy.
The left-part of the character represents the idea of “movement”, “change”. The upper-right part, looking like a cross, represents a wooden tool used in ancient China that humans stick into the ground in order to know what is the time, with the shadow of the sun. The middle-part is a huge eye. The underpart represents a heart with its veins. This character has a profound symbolic : it represents a human who is admiring the movement of the Sun with his heart, with his pure soul (the big eye above the heart means “looking at something carefully and respectfully with no judgment”). The movement of the Sun by extent represents the movement of the whole Nature.
Without the Sun there is no life, no humanity. We would not be able to see the magic of our world. According to Chinese Culture, we need to learn from Nature and its energies. The Sun embodies the Yang energy which is complementary with the Yin one. This character invites us to admire and respect the Nature and also the humanity which belongs to it. In Confucianism, the “德De” has also a profound meaning. It means “integrity” and “sense of dignity”. According to Confucius, it is the most important quality a human being should have. A human needs first to learn from Nature and respect human dignity and then transmit his moral value to other, to live in peace.
“This logo embodies the values of DEYI. We learn from nature and other cultures, respect this world without judgment and aim – through all our ethical projects – to transmit our values to a large community. We wish to aware people that news sustainable ways of living are possible in order to live in harmony with nature, other people and also oneself.”