The Wild Identitat Corporativa by Chao Xu

The Wild Identitat Corporativa by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award de Fèrre in Grafica Competition Category.

FèrreGrafica· 2020

The Wild Identitat Corporativa

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

A' Design Award de Fèrre Winner in Grafica 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 Identitat Corporativa

Aquò es una concepcion de marca per un nòu ressòrt de luxe, bastit al cimalh de la montanha Huangbai en Provìncia de Hunan. L'objectiu d'aqueste projècte es de combinar l'estetica tradicional chinesa amb la simplicitat occidentala dins lo disseny de marca. L'equipa de concepcion a extrach las caracteristicas ricas dels animals e plantas de la montanha Huangbai e a concebut un logotip en forma de grua en utilizant la tecnica de pintura tradicional chinesa, las plumas de las gruas son estadas simplificadas en un motiu decoratiu. Aqueste motiu basic pòt formar totes sòrtas d'animals e plantas (que existon dins la montanha), e fa que totes los elements de disseny semblon armonioses.

The Recognition

About the A' Design Award de Fèrre

The Wild Identitat Corporativa a ganhat la distincion A' Design Award de Fèrre, una reconeissença prestigiosa acordada a de bons designs que respondon a las exigéncias professionalas e industrialas esperadas de creacions plan concebudas. Los ganhaires del Fèrre demòstran una granda abilitat, una nauta especializacion, una comprenedura d'expèrt e la capacitat creativa de lors creators. S'espèra que The Wild Identitat Corporativa siá una creacion fòrça considerada, admirada e estimada, practica e innovanta. Aqueste design ganhaire de la distincion A' Design Award de Fèrre integra las melhoras practicas del sector e a de caracteristicas tecnicas competentas ligadas a un saber-far e a un talent. Per son rigor, The Wild Identitat Corporativa merita lo respècte e es destinat a aportar de melhoraments a la qualitat de la vida que ajudan a far del mond un luòc melhor.

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