The Wild La Identidad Corporativa by Chao Xu

The Wild La Identidad Corporativa by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award de Hierro in Diseño Gráfico, Ilustración y Comunicación Visual Competition Category.

HierroGráfico· 2020

The Wild La Identidad Corporativa

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

A' Design Award de Hierro Winner in Gráfico Category

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Verified Award Winner

Verify Award Status for #100724

View at A' Design Award Press Release Award Badge

Colors

The Design

About The Wild La Identidad Corporativa

Este es un diseño de marca para un nuevo resort de lujo, construido en la cima de la montaña Huangbai en la provincia de Hunan. El objetivo de este proyecto es combinar la estética tradicional china con la simplicidad occidental en el diseño de marca. El equipo de diseño extrajo las ricas características de los animales y las plantas de la montaña Huangbai y diseñó un logotipo en forma de grúa utilizando la técnica de pintura tradicional china, la pluma de las grúas se había simplificado en un patrón de diseño. Este patrón básico puede formar todo tipo de animales y plantas （que existen en la montaña), e hizo que todos los elementos del diseño parecieran armoniosos.

The Recognition

About the A' Design Award de Hierro

The Wild La Identidad Corporativa ha ganado el A' Design Award de Hierro, un reconocimiento prestigioso concedido a buenos diseños que cumplen los requisitos profesionales e industriales que se esperan de creaciones bien diseñadas. Los ganadores de Hierro demuestran gran habilidad, alta especialización, comprensión experta y capacidad creativa de sus creadores. Se espera que The Wild La Identidad Corporativa sea una creación muy apreciada, admirada y querida, práctica e innovadora. Este diseño ganador del A' Design Award de Hierro integra las mejores prácticas del sector y tiene características técnicas competentes unidas a conocimiento práctico y talento. The Wild La Identidad Corporativa es respetado por su minuciosidad y está concebido para aportar mejoras en la calidad de vida que ayudan a hacer del mundo un lugar mejor.

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