The Wild Identiti Korporat by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award Besi in Reka Bentuk Grafik, Ilustrasi dan Komunikasi Visual Competition Category.

BesiGrafik· 2020

The Wild Identiti Korporat

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

A' Design Award Besi Winner in Grafik 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 Identiti Korporat

Ini adalah reka bentuk jenama untuk resort mewah baru, yang dibina di atas gunung Huangbai di Provinsi Hunan. Tujuan projek ini adalah untuk menggabungkan estetika tradisional Cina dengan kesederhanaan Barat ke dalam reka bentuk jenama. Pasukan reka bentuk mengekstrak ciri-ciri kaya binatang dan tumbuhan di gunung Huangbai dan merancang logo bentuk kren menggunakan teknik lukisan tradisional Cina, bulu kren telah disederhanakan menjadi corak reka bentuk. Corak asas ini dapat membentuk semua jenis haiwan dan tumbuhan exist yang ada di gunung), dan menjadikan semua elemen reka bentuk kelihatan harmoni.

The Recognition

About the A' Design Award Besi

The Wild Identiti Korporat ialah pemenang A' Design Award Besi, pengiktirafan yang berprestij yang dianugerahkan kepada reka bentuk yang baik yang memenuhi keperluan profesional dan industri yang dijangka daripada ciptaan yang direka dengan baik. Pemenang Besi menunjukkan kemahiran yang besar, kepakaran yang tinggi, kefahaman pakar dan keupayaan kreatif penciptanya. The Wild Identiti Korporat diharapkan menjadi ciptaan yang sangat dihargai, dikagumi dan disayangi yang praktikal dan inovatif. Reka bentuk pemenang A' Design Award Besi ini menyepadukan amalan terbaik industri dan mempunyai ciri teknikal yang kompeten yang dikaitkan dengan kepakaran dan bakat. The Wild Identiti Korporat dihormati kerana ketelitiannya dan direka untuk memberikan peningkatan kualiti 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