Jiangmen Culture and Tourism Logo a značková identita by EUCA Culture and Communications Co. Ltd. is a highly esteemed winner of the very prestigious 2021 Bronzová cena A' Design Award in Grafika Competition Category.

BronzGrafika· 2021

Jiangmen Culture and Tourism Logo a značková identita

by EUCA Culture and Communications Co. Ltd.

Client: Jiangmen culture, tourism, radio, television and Sports Bureau

Bronzová cena A' Design Award Winner in Grafika Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Jiangmen Culture and Tourism Logo a značková identita

Text knihy: Jiangmen Culture and Tourism je logo a značková identita vytvořená pro sektor kultury a cestovního ruchu města Jiangmen, které se nachází v provincii Guangdong v jižní Číně. Logo je inspirováno tradičním čínským znakem Men, znamenajícím brána, a strukturou památkového vítězného oblouku. Prvky vycházející z panoramatu města, architektury, kulturního dědictví, krajiny a rostlin Jiangmenu jsou spojeny v rámci tvaru brány. Matná zlatá barva evokuje město, které je bohaté, avšak skromné. Byl vytvořen manuál značkové identity pro podporu jejího konzistentního uplatňování.

The Recognition

About the Bronzová cena A' Design Award

Jiangmen Culture and Tourism Logo a značková identita je vítězem Bronzové ceny A' Design Award, vysoce prestižního uznání udělovaného vynikajícím designům, které se vyznačují kreativitou, vynalézavostí a bystrostí. Bronzoví vítězové jsou hojně zručné a nápadně kreativní artefakty, které dosvědčují rozsáhlé zkušenosti, představivost a vynalézavost svých designérů. Očekává se, že Jiangmen Culture and Tourism Logo a značková identita bude vysoce ceněným, obdivovaným a milovaným předmětem, pozoruhodně profesionálním a inovativním. Tento design, který získal Bronzovou cenu A' Design Award, zahrnuje osvědčené postupy v umění, vědě, designu a technologiích a vyniká pozorností k detailu. Jiangmen Culture and Tourism Logo a značková identita nádherně uspokojuje potřeby, dotýká se tužeb, okouzluje city a oslovuje zvědavost.

Behind the Design

Press Kit

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

Unique Properties: The logo inspired by a traditional Chinese Character Men which means gate. The shape of logo integrated with features of the Character and the structure of memorial archway.
The logo incorporates elements which extracted from cityscape, architecture, cultural heritage, landscape and plants of Jiangmen. Matte gold is chosen to imply the city is plentiful but low-profile.
Tags: Branding, City, Culture and tourism, Logo design, Visual system
Design Challenge: Jiangmen is a city with long and complicated history. It contains 4 counties and 3 districts. The special requirement for this project is to show the highlights of these 4 counties and 3 districts equally and adequately. Through in-depth study on culture and history of Jiangmen, we form the current design that can place numerous elements.
Research: This project began with a comprehensive research both quantitative and qualitative. Multiple methods were employed including desk research, internet survey, on-site investigation, interview, group discussions and seminars. The result shows Jiangmen lack of recognition and the characteristics and unique culture and tourism assets of Jiangmen has little awareness as tourist destination. Based on this result we developed our creative idea: to show abundant scenery of Jiangmen in one logo that shaped as gate.
Inspiration: Jiangmen is a city in Guangdong Province in southern China. The city is considered as hometown of most overseas Chinese. It is because a large amount of overseas Chinese is originated from Jiangmen. They brought Memorial Archways, a traditional arch structured Chinese architectural which can be found in many entrances of villages in China, to many countries. Memorial Archway becomes symbol of Chinatown now. For the purpose of attract overseas Chinese to visit Jiangmen, the local government initiated this project and requested a new brand logo for its culture and tourism section.
Project Duration: June 2019 – April 2020, Shanghai, China
Operation Flow: To communicate the visual identity with target audience, an official logo launch event was hold and an advertising video was published via omni channel communication. To build a consistent brand visual identity and its application, a brand identity guideline was provided and a training session was conducted. Various applications of brand identity were demonstrated, such as stationary, digital media, printed materials, etc. Application of logo in infrastructure of Jiangmen, local products were also listed in the guideline.
Team Members: Ellain Li, Di Tang, Grace Xu, Mingwei Zhou
Image Credits: Ellain Li, Grace Xu， Di Tang