The Wild Ettevõtte Identiteet by Chao Xu

The Wild Ettevõtte Identiteet by Chao Xu is a highly esteemed winner of the very prestigious 2020 Rauaauhind A' Design Award in Graafika, illustratsiooni ja visuaalse kommunikatsiooni disain Competition Category.

RaudGraafika· 2020

The Wild Ettevõtte Identiteet

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

Rauaauhind A' Design Award Winner in Graafika 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 Ettevõtte Identiteet

See on uue luksuskuurordi kaubamärgi kujundus, mis on ehitatud Hunani provintsis Huangbai mäe tippu. Selle projekti eesmärk on ühendada Hiina traditsiooniline esteetika lääne lihtsusega brändikujunduses. Kujundusmeeskond kaevandas Huangbai mäestikus loomade ja taimede rikkad omadused ning kujundas kraanakujulise logo, kasutades Hiina traditsioonilist maalitehnikat, kraanade sulgi oli lihtsustatud kujundusmustriks. See põhimuster võib moodustada igasuguseid loomi ja taimi （, mis mäestikus eksisteerib) ja tegi kõik kujunduselemendid harmooniliseks.

The Recognition

About the Rauaauhind A' Design Award

The Wild Ettevõtte Identiteet on Rauaauhinna A' Design Award võitja, prestiižikas tunnustus, mis antakse headele disainidele, mis vastavad professionaalsetele ja tööstuslikele nõuetele, mida oodatakse hästi disainitud töödelt. Raudvõitjad näitavad oma loojate suurt oskust, kõrget spetsialiseerumist, asjatundlikku mõistmist ja loomingulist võimekust. The Wild Ettevõtte Identiteet peaks olema kõrgelt hinnatud, imetletud ja armastatud looming, mis on praktiline ja uuenduslik. See Rauaauhinna A' Design Award võidudisain ühendab tööstuse parimaid tavasid ning tal on pädevad tehnilised omadused, mis on seotud oskusteabe ja andega. The Wild Ettevõtte Identiteet on austatud oma põhjalikkuse eest ning on loodud pakkuma elukvaliteedi parandusi, mis aitavad teha maailma paremaks paigaks.

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