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

EisenGrafik· 2020

The Wild Corporate Identity

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

A' Design Award in Eisen Winner in Grafik 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

Dies ist ein Markendesign für ein neues Luxusresort auf dem Berg Huangbai in der Provinz Hunan. Ziel dieses Projekts ist es, traditionelle chinesische Ästhetik mit westlicher Einfachheit in Branding-Design zu kombinieren. Das Designteam extrahierte die reichen Eigenschaften von Tieren und Pflanzen im Huangbai-Berg und entwarf ein Logo in Kranform mit traditioneller chinesischer Maltechnik. Die Kranichfeder wurde zu einem Designmuster vereinfacht. Dieses Grundmuster kann alle Arten von Tieren und Pflanzen bilden (die im Berg existieren) und alle Gestaltungselemente harmonisch aussehen lassen.

The Recognition

About the A' Design Award in Eisen

The Wild Corporate Identity ist Gewinner des A' Design Award in Eisen, einer prestigeträchtigen Anerkennung für gute Designs, die die beruflichen und industriellen Anforderungen erfüllen, die an gut gestaltete Schöpfungen gestellt werden. Eisen-Gewinner zeigen großes Können, hohe Spezialisierung, fachkundiges Verständnis und die kreative Kapazität ihrer Schöpfer. Von The Wild Corporate Identity wird erwartet, dass es eine hochgeschätzte, bewunderte und geliebte Schöpfung ist, die praktisch und innovativ ist. Dieses mit dem A' Design Award in Eisen prämierte Design integriert bewährte Branchenverfahren und weist kompetente technische Merkmale in Verbindung mit Know-how und Talent auf. The Wild Corporate Identity wird für seine Gründlichkeit geschätzt und ist darauf ausgelegt, Verbesserungen der Lebensqualität zu liefern, die dazu beitragen, die Welt zu einem besseren Ort zu machen.

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