The Wild Korporatiewe Identiteit by Chao Xu

The Wild Korporatiewe Identiteit by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award in Yster in Grafika-, Illustrasie- en Visuele Kommunikasie-ontwerp Competition Category.

YsterGrafika· 2020

The Wild Korporatiewe Identiteit

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

A' Design Award in Yster Winner in Grafika Category

8,951

Verified Award Winner

Verify Award Status for #100724

View at A' Design Award Press Release Award Badge

Colors

The Design

About The Wild Korporatiewe Identiteit

Dit is 'n handelsmerkontwerp vir 'n nuwe luukse oord wat bo-op die Huangbai-berg in die Hunan-provinsie gebou is. Die doel van hierdie projek is om tradisionele Chinese estetika met Westerse eenvoud in handelsmerkontwerp te kombineer. Die ontwerpspan het die ryk eienskappe van diere en plante in die Huangbai-berg onttrek en 'n logo met kraanvorms met tradisionele Chinese skildertegnieke ontwerp. Die veer van hyskrane is tot 'n ontwerppatroon vereenvoudig. Hierdie basiese patroon kan allerlei diere en plante vorm (wat in die berg bestaan), en het al die ontwerpelemente harmonies laat lyk.

The Recognition

About the A' Design Award in Yster

The Wild Korporatiewe Identiteit is 'n wenner van die A' Design Award in Yster, 'n prestigieuse erkenning wat toegeken word aan goeie ontwerpe wat voldoen aan die professionele en industriële vereistes wat van goed ontwerpte skeppings verwag word. Wenners in Yster toon groot vaardigheid, hoë spesialisasie, kundige begrip en die kreatiewe vermoë van hul skeppers. Daar word verwag dat The Wild Korporatiewe Identiteit 'n hoog aangeskrewe, bewonderde en gekoesterde skepping is wat prakties en innoverend is. Hierdie ontwerp wat die A' Design Award in Yster gewen het, integreer die beste praktyke in die bedryf en het bekwame tegniese kenmerke gekoppel aan kundigheid en talent. The Wild Korporatiewe Identiteit word gerespekteer vir sy deeglikheid en is ontwerp om verbeterings in lewensgehalte te bied wat help om die wêreld 'n beter plek te maak.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: This is a brand design for a new luxury resort, which is built on top of Huangbai mountain. We extracted the rich characteristics of animals and plants in that forest and used the feathers of cranes as a pattern. This basic pattern can form all kinds of animals and plants（which exist in the mountain), by applying same pattern through the entire design making this visual identity unified and harmonious.
Dimensions & Packaging: Business card: 90mm x 50mm
Letterhead: 297mm x 210mm
Greeting card: 148mm x 100mm
Tags: branding design, logo, Chinese style, hotel branding, simple
Production Technology: Using traditional Chinese painting:ink painting to create logo, which is a simple but artistic crane. the final products, e.g. business card, greeting card applied gold stamping on special paper, showing a tastefully low key luxury design.
Design Challenge: As the resort building was designed by architects from western country, whereas the site is in china, we need to combine traditional Chinese aesthetic with Western simplicity into branding design.
Research: Team members visited the site Huangbai mountain for three times, during the site visit, took large amount of site photos including unique plants and animals there. those elements finally be used in later stage design. Meanwhile, we did lots of background research on it culture and history aspects, in order to make the design more meaningful and powerful.
Inspiration: Design team applied traditional Chinese aesthetic feeling meanwhile kept its simplicity to the design. The reason to use the crane as a logo, is associated with the dream life that lots of people who choose to live in mountains desired: living idle lives like the cloud and wild crane, there is also a meaning of artistic conception. Designers got inspired by the rich characteristics of wild animals and plants in Huangbai mountain, therefore came up with different icons to represent wild animal and plants by using the same pattern element.
Project Duration: The project started in Jan 2019 in Hangzhou and finished in April 2019 in Hangzhou.
Team Members: Creative director:Chao Xu
Graphic design:Chao Xu