Jiangmen Culture and Tourism Waitohu me te Tuakiritanga Waitohu by EUCA Culture and Communications Co. Ltd. is a highly esteemed winner of the very prestigious 2021 A' Design Award Parahi in Hoahoa Whakairoiro, Whakaahua Ringa me te Whakawhitiwhiti Ataata Competition Category.
ParahiWhakairoiro· 2021
Jiangmen Culture and Tourism Waitohu me te Tuakiritanga Waitohu
by EUCA Culture and Communications Co. Ltd.
Client: Jiangmen culture, tourism, radio, television and Sports Bureau
A' Design Award Parahi Winner in Whakairoiro Category
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- Verified Award Winner
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The Design
About Jiangmen Culture and Tourism Waitohu me te Tuakiritanga Waitohu
He waitohu me he tuakiritanga waitohu i hangaia mō te wāhanga ahurea me te haerenga tāpoi o Jiangmen, he tāone i te Kāwanatanga o Guangdong i te tonga o Haina. Ka whakaawenga te waitohu e te pūāhua Hainamana tuku iho, arā a Men, e tohu ana i te kūwaha, me te hanganga o te arawhata whakamaharatanga. Ko ngā huānga i tangohia mai i te āhua o te tāone, i te hoahoanga whare, i te taonga tuku iho ahurea, i te whenua me ngā tipu o Jiangmen, kua whakakotahitia ki roto i te āhua kūwaha. Ko te koura mata e tohu ana i tētahi tāone whai rawa, engari he ngākau māhaki tonu. I whakawhanaketia he aratohu tuakiritanga waitohu hei tautoko i te whakamahinga rite tonu.
The Recognition
About the A' Design Award Parahi
Ko Jiangmen Culture and Tourism Waitohu me te Tuakiritanga Waitohu te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Jiangmen Culture and Tourism Waitohu me te Tuakiritanga Waitohu he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Jiangmen Culture and Tourism Waitohu me te Tuakiritanga Waitohu i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.
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
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