The Wild Corporate Identity by Chao Xu is a highly esteemed winner of the very prestigious 2020 Železná cena A' Design Award in Grafika Competition Category.

ŽeleznáGrafika· 2020

The Wild Corporate Identity

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

Železná cena A' Design Award Winner in Grafika Category

8,951

Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About The Wild Corporate Identity

Jedná sa o značkový dizajn nového luxusného letoviska postaveného na vrchole hory Huangbai v provincii Hunan. Cieľom tohto projektu je spojiť tradičnú čínsku estetiku so západnou jednoduchosťou do dizajnu značky. Dizajnérsky tím extrahoval bohaté vlastnosti zvierat a rastlín v pohorí Huangbai a navrhol logo tvaru žeriavu pomocou tradičnej čínskej maliarskej techniky, perie žeriavov sa zjednodušilo do vzoru. Tento základný vzor môže tvoriť všetky druhy zvierat a rastlín （, ktoré existujú v horách), a spôsobil, že všetky prvky dizajnu vyzerajú harmonicky.

The Recognition

About the Železná cena A' Design Award

The Wild Corporate Identity je laureát Železnej ceny A' Design Award, prestížneho uznania udeľovaného dobrým dizajnom, ktoré spĺňajú profesionálne a priemyselné požiadavky očakávané od dobre navrhnutých výtvorov. Laureáti Železnej ceny preukazujú veľkú zručnosť, vysokú špecializáciu, odborné porozumenie a tvorivé schopnosti svojich tvorcov. Od The Wild Corporate Identity sa očakáva, že bude vysoko cenený, obdivovaný a milovaný výtvor, ktorý je praktický a inovatívny. Tento dizajn ocenený Železnou cenou A' Design Award zahŕňa najlepšie postupy v odvetví a má kompetentné technické vlastnosti spojené s know-how a talentom. Vďaka svojej dôkladnosti si The Wild Corporate Identity zaslúži rešpekt a jeho úlohou je prinášať zlepšenia kvality života, ktoré pomáhajú robiť svet lepším miestom.

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