The Wild Identitas Perusahaan by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award Besi in Desain Grafis, Ilustrasi dan Komunikasi Visual Competition Category.
BesiGrafis· 2020
The Wild Identitas Perusahaan
by Chao Xu
Client: AhnLuh Luxury Resorts and Residences
A' Design Award Besi Winner in Grafis Category
Verified Award Winner
Verify Award Status for #100724The Design
About The Wild Identitas Perusahaan
Ini adalah desain merek untuk resor mewah baru, dibangun di atas gunung Huangbai di Provinsi Hunan. Tujuan dari proyek ini adalah untuk menggabungkan estetika tradisional Cina dengan kesederhanaan Barat ke dalam desain branding. Tim desain mengekstraksi kekayaan karakteristik hewan dan tumbuhan di gunung Huangbai dan merancang logo bentuk bangau menggunakan teknik melukis tradisional Tiongkok, bulu burung bangau telah disederhanakan menjadi pola desain. Pola dasar ini dapat membentuk semua jenis hewan dan tumbuhan （yang ada di gunung), dan membuat semua elemen desain terlihat serasi.
The Recognition
About the A' Design Award Besi
The Wild Identitas Perusahaan adalah pemenang A' Design Award Besi, pengakuan yang bergengsi yang diberikan kepada desain yang baik yang memenuhi persyaratan profesional dan industri yang diharapkan dari kreasi yang dirancang dengan baik. Pemenang Besi menunjukkan keterampilan yang besar, spesialisasi yang tinggi, pemahaman ahli, dan kapasitas kreatif para penciptanya. The Wild Identitas Perusahaan diharapkan menjadi kreasi yang sangat dihargai, dikagumi, dan dicintai yang praktis dan inovatif. Desain pemenang A' Design Award Besi ini mengintegrasikan praktik terbaik industri dan memiliki karakteristik teknis yang kompeten yang terkait dengan pengetahuan teknis dan bakat. The Wild Identitas Perusahaan dihormati karena ketelitiannya dan dirancang untuk memberikan peningkatan kualitas hidup yang membantu menjadikan dunia tempat yang lebih baik.
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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