The Wild Corporate Identiteit by Chao Xu

The Wild Corporate Identiteit by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award yn Izer in Grafyk, Yllustraasje en Fisuele Kommunikaasje Ûntwerp Competition Category.

IzerGrafysk· 2020

The Wild Corporate Identiteit

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

A' Design Award yn Izer Winner in Grafysk 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 Corporate Identiteit

Dit is in merkûntwerp foar in nij lúkse resort, boud boppe op 'e berch Huangbai yn' e Hunan-provinsje. It doel fan dit projekt is om tradisjonele Sineeske estetyk te kombinearjen mei westerske ienfâld yn merkûntwerp. It ûntwerpteam pakte de rike skaaimerken fan bisten en planten yn 'e berch Huangbai út en ûntwurp in kraanfoarmlogo mei tradisjonele Sineeske skildertechnyk, de feather fan kranen wie ferienfâldige yn in ûntwerppatroan. Dit basispatroan kin alle soarten bisten en planten foarmje （dy't besteane yn 'e berch), en makke dat alle ûntwerpelementen harmonieus sjogge.

The Recognition

About the A' Design Award yn Izer

The Wild Corporate Identiteit is in winner fan de A' Design Award yn Izer, in prestisjeuze erkenning foar goede ûntwerpen dy't foldogge oan de profesjonele en yndustriële easken dy't ferwachte wurde fan goed ûntwurpen skeppings. Izerwinners litte grutte feardigens, hege spesjalisaasje, deskundich begryp en kreatyf fermogen fan har makkers sjen. Fan The Wild Corporate Identiteit wurdt ferwachte dat it in tige heech achte, bewûndere en dierbere skepping is dy't praktysk en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Izer yntegrearret de bêste praktiken fan de sektor en hat feardige technyske skaaimerken ferbûn mei kennis en talint. The Wild Corporate Identiteit wurdt respektearre foar syn yngeandens en is ûntwurpen om ferbetteringen fan de kwaliteit fan it libben te leverjen dy't helpe de wrâld ta in bettere plak te meitsjen.

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