The Wild A Identidade Corporativa by Chao Xu

The Wild A Identidade Corporativa by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award de Ferro in Deseño Gráfico, Ilustración e Comunicación Visual Competition Category.

FerroGráfico· 2020

The Wild A Identidade Corporativa

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

A' Design Award de Ferro 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 A Identidade Corporativa

Este é un deseño de marca para un novo resort de luxo, construído na parte superior da montaña de Huangbai, na provincia de Hunan. O obxectivo deste proxecto é combinar a estética tradicional chinesa coa sinxeleza occidental no deseño da marca. O equipo de deseño extraeu as ricas características de animais e plantas na montaña de Huangbai e deseñou un logotipo en forma de grúa empregando a técnica tradicional de pintura chinesa, simplificouse a pluma de pluma nun modelo de deseño. Este estándar básico pode formar todo tipo de animais e plantas (que existen na montaña) e fixo que todos os elementos de deseño fosen armoniosos.

The Recognition

About the A' Design Award de Ferro

The Wild A Identidade Corporativa gañou o A' Design Award de Ferro, un recoñecemento prestixioso outorgado a bos deseños que cumpren os requisitos profesionais e industriais esperados de creacións ben deseñadas. Os gañadores Ferro demostran a gran habilidade, a alta especialización, a comprensión experta e a capacidade creativa dos seus creadores. Espérase que The Wild A Identidade Corporativa sexa unha creación moi apreciada, admirada e querida que é práctica e innovadora. Este deseño gañador do A' Design Award de Ferro integra as mellores prácticas do sector e ten características técnicas competentes ligadas ao saber facer e ao talento. The Wild A Identidade Corporativa é respectado pola súa minuciosidade e está deseñado para proporcionar melloras na calidade de vida que axudan a facer do mundo un lugar mellor.

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