The Wild Corporate Identity by Chao Xu is a highly esteemed winner of the very prestigious 2020 Železná cena A' Design Award in Grafika Competition Category.

ŽelezoGrafika· 2020

The Wild Corporate Identity

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

Železná cena A' Design Award Winner in Grafika 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 Corporate Identity

Jedná se o značkový design nového luxusního letoviska postaveného na vrcholu hory Huangbai v provincii Hunan. Cílem tohoto projektu je spojit tradiční čínskou estetiku se západní jednoduchostí do designu značky. Designový tým extrahoval bohaté vlastnosti zvířat a rostlin v pohoří Huangbai a navrhl logo tvaru jeřábu pomocí tradiční čínské malířské techniky, peří jeřábů bylo zjednodušeno do vzoru. Tento základní vzorec může tvořit všechny druhy zvířat a rostlin （, které existují v horách), a učinil všechny designové prvky harmonickým.

The Recognition

About the Železná cena A' Design Award

The Wild Corporate Identity je vítězem Železné ceny A' Design Award, prestižního uznání udělovaného dobrým designům, které splňují profesní a průmyslové požadavky očekávané od dobře navržených výtvorů. Železní vítězové prokazují velké dovednosti, vysokou specializaci, odborné porozumění a tvůrčí kapacitu svých tvůrců. Očekává se, že The Wild Corporate Identity bude vysoce ceněným, obdivovaným a oblíbeným výtvorem, který je praktický a inovativní. Tento design, který získal Železnou cenu A' Design Award, integruje osvědčené postupy odvětví a má kompetentní technické vlastnosti spojené s know-how a talentem. The Wild Corporate Identity je vážen pro svou důkladnost a je navržen tak, aby poskytoval zlepšení kvality života, která pomáhají činit svět lepším místem.

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