Jiangmen Culture and Tourism Fungsi Utama: Logo dan Identiti Jenama by EUCA Culture and Communications Co. Ltd. is a highly esteemed winner of the very prestigious 2021 A' Design Award Gangsa in Reka Bentuk Grafik, Ilustrasi dan Komunikasi Visual Competition Category.

GangsaGrafik· 2021

Jiangmen Culture and Tourism Fungsi Utama: Logo dan Identiti Jenama

by EUCA Culture and Communications Co. Ltd.

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

A' Design Award Gangsa Winner in Grafik Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Jiangmen Culture and Tourism Fungsi Utama: Logo dan Identiti Jenama

Teks Buku: Jiangmen Culture and Tourism ialah logo dan identiti jenama yang dicipta untuk sektor kebudayaan dan pelancongan Jiangmen, sebuah bandar di Wilayah Guangdong, selatan China. Logo ini diinspirasikan oleh aksara tradisional China, Men, yang bermaksud pintu gerbang, serta struktur pintu gerbang peringatan. Unsur-unsur yang diambil daripada lanskap bandar, seni bina, warisan budaya, landskap dan tumbuhan Jiangmen digabungkan dalam bentuk pintu gerbang tersebut. Warna emas kelat melambangkan sebuah bandar yang kaya namun bersahaja. Panduan identiti jenama turut dibangunkan untuk menyokong penggunaan yang konsisten.

The Recognition

About the A' Design Award Gangsa

Jiangmen Culture and Tourism Fungsi Utama: Logo dan Identiti Jenama ialah pemenang A' Design Award Gangsa, pengiktirafan yang amat berprestij yang dianugerahkan kepada reka bentuk cemerlang yang dicirikan oleh kreativiti, kecerdikan dan ketajaman fikiran. Pemenang Gangsa ialah artifak yang amat mahir dan sangat kreatif yang membuktikan pengalaman luas, imaginasi dan akal budi pereka bentuknya. Jiangmen Culture and Tourism Fungsi Utama: Logo dan Identiti Jenama diharapkan menjadi objek yang sangat dihargai, dikagumi dan disayangi, sangat profesional dan inovatif. Reka bentuk pemenang A' Design Award Gangsa ini merangkumi amalan terbaik dalam seni, sains, reka bentuk dan teknologi, dan cemerlang dalam perhatiannya terhadap butiran. Jiangmen Culture and Tourism Fungsi Utama: Logo dan Identiti Jenama memenuhi keperluan dengan indah, menyentuh keinginan, memikat perasaan dan menarik rasa ingin tahu.

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