Zhuang Li · CLIENT: China National Highway G331
Gorgeous Frontier Highway is a brand identity created for China National Highway G331. The highway runs along the northern border of China and forms a long frontier defense road in Heilongjiang province. The design elements are drawn from geomorphology, vegetation and the road itself. A semicircle represents the landform, a leaf represents the vegetation, and a line represents the highway. These elements are combined to join natural culture with modern graphic forms. The identity reflects the four seasons of the route and the lively local culture.
Press Kit
- Unique Properties
- China National Highway G331, runs along the China northern border, which is a thousand-mile frontier defense road in Heilongjiang province, China. Just as the slogan says, “Incredible Nature, Amazing Heritage” which means animismperceives all things as animated and alive, experience the extraordinary four seasons on this gorgeous highway. The designer used it as starting point, made originalityatop priorityinthis new brand image for G331.
- Inspiration
- The designerextractedthedesign elementsfrom geomorphology, vegetation and highway. These essential elements are assembled withdifferentfunctions, the semicircle represents geomorphology, the leaf represents vegetation, and the line represents highway. Thenatural culture andmodern elementsare gathered tointegratethe newest conceptsofG331. Designer found creative ways to present this energetic&fashionable highway, shows its distinctiveandlivelyculture.
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