Jiangmen Culture and Tourism Hōʻailona a me ka ʻIkena Waiwai Kālepa by EUCA Culture and Communications Co. Ltd.

Jiangmen Culture and Tourism Hōʻailona a me ka ʻIkena Waiwai Kālepa by EUCA Culture and Communications Co. Ltd. is a highly esteemed winner of the very prestigious 2021 A' Design Award Keleawe in Hoʻolālā Kiʻi, Kiʻi Paʻi a me Kamaʻilio ʻIke Competition Category.

KeleaweKiʻi· 2021

Jiangmen Culture and Tourism Hōʻailona a me ka ʻIkena Waiwai Kālepa

by EUCA Culture and Communications Co. Ltd.

Client: Jiangmen culture, tourism, radio, television and Sports Bureau

A' Design Award Keleawe Winner in Kiʻi Category

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Verified Award Winner

Verify Award Status for #109973

View at A' Design Award Press Release Award Badge

Colors

The Design

About Jiangmen Culture and Tourism Hōʻailona a me ka ʻIkena Waiwai Kālepa

ʻO Jiangmen Culture and Tourism kahi hōʻailona a me ʻikena waiwai kālepa i hana ʻia no ka ʻoihana moʻomeheu a mākaʻikaʻi o Jiangmen, kahi kūlanakauhale ma ka Panalāʻau ʻo Guangdong ma ka hema o Kina. Ua hoʻoikaikaʻia ka hōʻailona e ka huaʻōlelo Kina kahiko ʻo Men, ʻo ia hoʻi ka "puka," a me ke kūkulu ʻana o ka puka hoʻomanaʻo. Ua hoʻohuiʻia nā mea i kiʻiʻia mai ke ʻano kūlanakauhale, ke kūkulu hale, ka waihona moʻomeheu, ka ʻāina, a me nā mea kanu o Jiangmen i loko o ke ʻano puka. ʻO ke gula ʻōmaka he hōʻike ia no kahi kūlanakauhale waiwai akā haʻahaʻa nō naʻe. Ua hoʻomohalaʻia kekahi alakaʻi no ka ʻikena waiwai kālepa e kākoʻo i ka hoʻohana pili kūlike.

The Recognition

About the A' Design Award Keleawe

Ua lanakila ka hoʻolālā Jiangmen Culture and Tourism Hōʻailona a me ka ʻIkena Waiwai Kālepa i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Jiangmen Culture and Tourism Hōʻailona a me ka ʻIkena Waiwai Kālepa he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Jiangmen Culture and Tourism Hōʻailona a me ka ʻIkena Waiwai Kālepa i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The logo inspired by a traditional Chinese Character Men which means gate. The shape of logo integrated with features of the Character and the structure of memorial archway.
The logo incorporates elements which extracted from cityscape, architecture, cultural heritage, landscape and plants of Jiangmen. Matte gold is chosen to imply the city is plentiful but low-profile.
Tags: Branding, City, Culture and tourism, Logo design, Visual system
Design Challenge: Jiangmen is a city with long and complicated history. It contains 4 counties and 3 districts. The special requirement for this project is to show the highlights of these 4 counties and 3 districts equally and adequately. Through in-depth study on culture and history of Jiangmen, we form the current design that can place numerous elements.
Research: This project began with a comprehensive research both quantitative and qualitative. Multiple methods were employed including desk research, internet survey, on-site investigation, interview, group discussions and seminars. The result shows Jiangmen lack of recognition and the characteristics and unique culture and tourism assets of Jiangmen has little awareness as tourist destination. Based on this result we developed our creative idea: to show abundant scenery of Jiangmen in one logo that shaped as gate.
Inspiration: Jiangmen is a city in Guangdong Province in southern China. The city is considered as hometown of most overseas Chinese. It is because a large amount of overseas Chinese is originated from Jiangmen. They brought Memorial Archways, a traditional arch structured Chinese architectural which can be found in many entrances of villages in China, to many countries. Memorial Archway becomes symbol of Chinatown now. For the purpose of attract overseas Chinese to visit Jiangmen, the local government initiated this project and requested a new brand logo for its culture and tourism section.
Project Duration: June 2019 – April 2020, Shanghai, China
Operation Flow: To communicate the visual identity with target audience, an official logo launch event was hold and an advertising video was published via omni channel communication. To build a consistent brand visual identity and its application, a brand identity guideline was provided and a training session was conducted. Various applications of brand identity were demonstrated, such as stationary, digital media, printed materials, etc. Application of logo in infrastructure of Jiangmen, local products were also listed in the guideline.
Team Members: Ellain Li, Di Tang, Grace Xu, Mingwei Zhou
Image Credits: Ellain Li, Grace Xu， Di Tang