The Wild La Identitat Corporativa by Chao Xu

The Wild La Identitat Corporativa by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award de Ferro in Disseny Gràfic, Il·lustració i Comunicació Visual Competition Category.

FerroGràfic· 2020

The Wild La Identitat Corporativa

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

A' Design Award de Ferro Winner in Gràfic Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About The Wild La Identitat Corporativa

Aquest és un disseny de marca per a un nou complex de luxe, construït a la muntanya de Huangbai a la província de Hunan. L’objectiu d’aquest projecte és combinar l’estètica tradicional xinesa amb la simplicitat occidental en el disseny de la marca. L’equip de disseny va extreure les riques característiques d’animals i plantes de la muntanya de Huangbai i va dissenyar un logotip de forma de grua mitjançant la tècnica de pintura tradicional xinesa, la ploma de les grues s’havia simplificat en un patró de disseny. Aquest patró bàsic pot formar tot tipus d’animals i plantes （que existeixen a la muntanya) i va fer que tots els elements de disseny fossin harmoniosos.

The Recognition

About the A' Design Award de Ferro

The Wild La Identitat Corporativa és un guanyador del guardó A' Design Award de Ferro, un reconeixement prestigiós concedit a bons dissenys que compleixen els requisits professionals i industrials esperats de creacions ben dissenyades. Els guanyadors de Ferro demostren una gran habilitat, una alta especialització, una comprensió experta i la capacitat creativa dels seus creadors. Es preveu que The Wild La Identitat Corporativa sigui una creació molt apreciada, admirada i estimada que és pràctica i innovadora. Aquest disseny guanyador del guardó A' Design Award de Ferro integra les millors pràctiques del sector i té característiques tècniques competents lligades al coneixement i al talent. The Wild La Identitat Corporativa és respectat per la seva minuciositat i està pensat per oferir millores en la qualitat de vida que ajuden a fer del món un lloc millor.

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