The Wild L'identité D'entreprise by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award de Fer in Design Graphique Competition Category.
FerGraphisme· 2020
The Wild L'identité D'entreprise
by Chao Xu
Client: AhnLuh Luxury Resorts and Residences
A' Design Award de Fer Winner in Graphisme Category
Verified Award Winner
Verify Award Status for #100724The Design
About The Wild L'identité D'entreprise
Il s'agit d'un design de marque pour un nouveau complexe de luxe, construit au sommet de la montagne Huangbai dans la province du Hunan. Le but de ce projet est de combiner l'esthétique traditionnelle chinoise avec la simplicité occidentale dans la conception de la marque. L'équipe de conception a extrait les riches caractéristiques des animaux et des plantes de la montagne Huangbai et a conçu un logo en forme de grue en utilisant la technique de peinture traditionnelle chinoise, la plume des grues a été simplifiée en un motif de conception. Ce modèle de base peut former toutes sortes d'animaux et de plantes (qui existent dans la montagne) et rend tous les éléments de conception harmonieux.
The Recognition
About the A' Design Award de Fer
The Wild L'identité D'entreprise est lauréat de l'A' Design Award de Fer, une reconnaissance prestigieuse décernée à de bons designs qui répondent aux exigences professionnelles et industrielles attendues de créations bien conçues. Les lauréats Fer démontrent la grande compétence, la haute spécialisation, la compréhension experte et la capacité créative de leurs créateurs. The Wild L'identité D'entreprise est censé être une création très estimée, admirée et chérie, pratique et innovante. Ce design lauréat de l'A' Design Award de Fer intègre les meilleures pratiques de l'industrie et présente des caractéristiques techniques compétentes associées à un savoir-faire et à du talent. The Wild L'identité D'entreprise est respecté pour sa rigueur et est conçu pour apporter des améliorations de la qualité de vie qui contribuent à faire du monde un monde meilleur.
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
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