The Wild Bedriftsidentitet by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award i Jern in Grafikk-, Illustrasjons- og Visuell Kommunikasjonsdesign Competition Category.
JernGrafikk· 2020
The Wild Bedriftsidentitet
by Chao Xu
Client: AhnLuh Luxury Resorts and Residences
A' Design Award i Jern Winner in Grafikk Category
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- Verified Award Winner
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The Design
About The Wild Bedriftsidentitet
Dette er et merkedesign for et nytt luksuriøst feriested, bygget på toppen av Huangbai-fjellet i Hunan-provinsen. Målet med dette prosjektet er å kombinere tradisjonell kinesisk estetikk med vestlig enkelhet i merkevaredesign. Designteamet hentet ut de rike egenskapene til dyr og planter i fjellet Huangbai og tegnet en kranformlogo ved bruk av tradisjonell kinesisk maleteknikk, fjæren med kraner hadde blitt forenklet til et designmønster. Dette grunnleggende mønsteret kan danne alle slags dyr og planter （som finnes i fjellet), og fikk alle designelementene til å se harmoniske ut.
The Recognition
About the A' Design Award i Jern
The Wild Bedriftsidentitet er vinner av A' Design Award i Jern, en prestisjefylt anerkjennelse som tildeles gode design som oppfyller de profesjonelle og industrielle kravene man forventer av veldesignede skaperverk. Jernvinnere viser stor dyktighet, høy spesialisering, ekspertforståelse og kreativ kapasitet hos skaperne. The Wild Bedriftsidentitet forventes å være et høyt ansett, beundret og verdsatt skaperverk som er praktisk og nyskapende. Dette designet, som har vunnet A' Design Award i Jern, integrerer bransjens beste praksis og har kompetente tekniske egenskaper knyttet til kunnskap og talent. The Wild Bedriftsidentitet respekteres for sin grundighet og er utformet for å gi forbedringer i livskvalitet som bidrar til å gjøre verden til et bedre sted.
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
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