Jiangmen Culture and Tourism Logo thiab Brand Identity by EUCA Culture and Communications Co. Ltd. is a highly esteemed winner of the very prestigious 2021 A' Design Award Tooj in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.

ToojDuab Kos· 2021

Jiangmen Culture and Tourism Logo thiab Brand Identity

by EUCA Culture and Communications Co. Ltd.

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

A' Design Award Tooj Winner in Duab Kos 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 Jiangmen Culture and Tourism Logo thiab Brand Identity

Jiangmen Culture and Tourism yog ib lub logo thiab brand identity uas tsim los rau kev lag luam kab lig kev cai thiab lus qhia ncig xyuas ntawm Jiangmen, ib lub nroog nyob hauv Guangdong Province, sab qab teb tebchaws Suav. Lub logo yog muab tswv yim los ntawm tus cim Suav qub Men, uas txhais tau tias rooj vag, thiab los ntawm txoj kev tsim khoom ntawm lub memorial archway. Cov ntsiab lus muab los ntawm zos, kev tsim vaj tsim tsev, kab lig kev cai, av av thiab tej nroj tsuag ntawm Jiangmen raug muab sib txuas ua ke rau hauv daim duab rooj vag. Kub tsis ci lam lam qhia txog ib lub nroog uas nplua nuj tab sis tsis khav theeb. Ib phau ntawv qhia txog brand identity kuj tau tsim los pab kom siv tau raws sib xws.

The Recognition

About the A' Design Award Tooj

Jiangmen Culture and Tourism Logo thiab Brand Identity yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Jiangmen Culture and Tourism Logo thiab Brand Identity xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Jiangmen Culture and Tourism Logo thiab Brand Identity ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

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