Jiangmen Culture and Tourism Logo und Markenidentität by EUCA Culture and Communications Co. Ltd. is a highly esteemed winner of the very prestigious 2021 A' Design Award in Bronze in Grafikdesign Competition Category.

BronzeGrafik· 2021

Jiangmen Culture and Tourism Logo und Markenidentität

by EUCA Culture and Communications Co. Ltd.

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

A' Design Award in Bronze Winner in Grafik Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Jiangmen Culture and Tourism Logo und Markenidentität

Jiangmen Culture and Tourism ist ein Logo mit Markenidentität, das für den Kultur- und Tourismussektor von Jiangmen entwickelt wurde, einer Stadt in der Provinz Guangdong im Süden Chinas. Inspiriert ist das Logo vom traditionellen chinesischen Schriftzeichen „Men“, das „Tor“ bedeutet, sowie von der Struktur des Gedenktorbogens. Innerhalb der Torform vereinen sich Elemente, die dem Stadtbild, der Architektur, dem kulturellen Erbe, der Landschaft und der Pflanzenwelt Jiangmens entlehnt sind. Mattes Gold verweist auf eine Stadt, die zugleich reich und bescheiden ist. Zur Sicherung einer konsistenten Anwendung wurde ein Markenleitfaden (Brand Identity Guideline) erarbeitet.

The Recognition

About the A' Design Award in Bronze

Jiangmen Culture and Tourism Logo und Markenidentität ist Gewinner des A' Design Award in Bronze, einer hochprestigeträchtigen Anerkennung für herausragende Designs, die sich durch Kreativität, Einfallsreichtum und Scharfsinn auszeichnen. Bronze-Gewinner sind reichlich geschickte und auffallend kreative Artefakte, die die große Erfahrung, Fantasie und Findigkeit ihrer Designer belegen. Von Jiangmen Culture and Tourism Logo und Markenidentität wird erwartet, dass es ein hochgeschätztes, bewundertes und geliebtes Objekt ist, das bemerkenswert professionell und innovativ ist. Dieses mit dem A' Design Award in Bronze prämierte Design verkörpert bewährte Verfahren in Kunst, Wissenschaft, Design und Technologie und ist hervorragend in seiner Liebe zum Detail. Jiangmen Culture and Tourism Logo und Markenidentität befriedigt Bedürfnisse auf großartige Weise, berührt Wünsche, bezaubert Gefühle und spricht die Neugier an.

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