愛新瓷的LOGO，特別以中國著名的「丹頂鶴」作為代表，取其三意：一為【丹頂鶴】在中國稱為仙鶴，代表著吉祥長壽，福祿延年的意象，代表品牌的尊貴與永續發展；二為《詩經》有云：【鶴鳴于九霄，聲聞於天】，藉此砥礪愛新瓷永保技術與品牌的領先，不斷精益求精；三為愛新瓷的使命為發揮中國瓷器的極致，串連東方與西方，結合經典與現代，傳達幸福的象徵，祝福世人吉祥如意。
Aishin logo the "red-crowned crane" implies of three special meanings:
First, the red-crowned crane known as an immortal-crane in China, which represents the good fortune & longevity, represents the distinguished brand image & sustainable development.
Second, from “The Book of Songs”, "the sound of the crane are from supernal, it echoes around heaven ”, setting of that Aishin will keep update its technology & remaining as the leading brand, and constantly strive for excellence.
Third, the mission of Aishin is to be the best of the Chinese porcelain brand. To link up the East and West, combining classic and modern, becoming a symbol of happiness, and send out blessings to the world.

亙古～經典愛新（Classic AISHIN）
愛新，在清朝滿族話，古語原意為「金」，如同愛新瓷，像黃金般雋永，經得起千垂百錬，
帶給人們亙古恆常的尊貴感受，值得永久收藏與細細品味。
Classic AISHIN
Aishin, the original meaning is "Gold" in Manchu language of Qing Dynasty. Aishin
porcelain, like gold, able to overcome the heat of reforming. Giving people nobility
feelings and eternal constancy, worth to collect permanently.

知新～現代愛新（Modern AISHIN）
愛新瓷，結合現代設計與創新發展元素，締造人文，知性，幸福，時尚的生活美學，
如同愛新瓷的發展目標與精神，在中國白話文，即為「熱愛創新」。
Modern AISHIN
AISHIN porcelain combined with modern design and innovative developing elements,
to create a humanities, intellectual, well-being, fashion aesthetic lifestyle.
As the spirit of AISHIN porcelain. That is "Love innovation" in Chinese.