The Wild Corporatum Identitatis by Chao Xu

The Wild Corporatum Identitatis by Chao Xu is a highly esteemed winner of the very prestigious 2020 Praemium A' Design Award Ferreum in Graphica Competition Category.

FerrumGraphica· 2020

The Wild Corporatum Identitatis

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

Praemium A' Design Award Ferreum Winner in Graphica 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 Corporatum Identitatis

Iste torris novum consilium Bora superaedificati super montem Huangbai Hunan provinciae. Intentio simplex consilium in occidentis est miscere traditum Seres aestheticam notam consilium. Consilium quadrigis extracto dives habet de monte Huangbai in plantis et animalibus et constituebant usura traditum Seres pictura ars, sic clamabo logo figura, ille gruum quam pinnam laturum esse forma reducta in consilio. Hanc regulam possunt animalibus omnium (quae in montem) et omne consilium elementorum concentus videtur.

The Recognition

About the Praemium A' Design Award Ferreum

The Wild Corporatum Identitatis victor est Praemii A' Design Award Ferreum, honoris amplissimi formis bonis dati, quae postulatis professionalibus et industrialibus ab creationibus bene formatis exspectatis satisfaciunt. Victores Ferrei magnam peritiam, altam specializationem, intellectum periti et facultatem creandi auctorum suorum ostendunt. Exspectatur The Wild Corporatum Identitatis creationem multum aestimatam, admiratam et carissimam, practicam et novam fore. Haec forma Ferreo victa optimas industriae consuetudines integrat et proprietates technicas idoneas, cum scientia et talento coniunctas, habet. The Wild Corporatum Identitatis ob diligentiam suam honoratur et ad vitae qualitatem emendandam formatum est, ut mundum meliorem reddere iuvet.

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