The Wild Korporativna Identiteta by Chao Xu

The Wild Korporativna Identiteta by Chao Xu is a highly esteemed winner of the very prestigious 2020 Železna nagrada A' Design Award in Grafično oblikovanje, ilustracija in vizualna komunikacija Competition Category.

ŽeleznaGrafika· 2020

The Wild Korporativna Identiteta

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

Železna nagrada A' Design Award Winner in Grafika Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About The Wild Korporativna Identiteta

To je blagovna znamka novega luksuznega letovišča, zgrajenega na vrhu gore Huangbai v provinci Hunan. Cilj tega projekta je združiti tradicionalno kitajsko estetiko z zahodno preprostostjo v oblikovanje blagovne znamke. Oblikovalska ekipa je v goro Huangbai izvlekla bogate značilnosti živali in rastlin ter oblikovala logotip žerjava v tradicionalni kitajski tehniki slikanja, pero žerjavov je bilo poenostavljeno v oblikovalski vzorec. Ta osnovni vzorec lahko tvori vse vrste živali in rastlin, ki obstajajo v gori), zato so vsi elementi oblikovanja videti harmonično.

The Recognition

About the Železna nagrada A' Design Award

The Wild Korporativna Identiteta je prejemnik Železne nagrade A' Design Award, prestižnega priznanja, ki se podeljuje dobrim oblikovanjem, ki izpolnjujejo profesionalne in industrijske zahteve, pričakovane od dobro zasnovanih stvaritev. Prejemniki Železne nagrade kažejo veliko spretnost, visoko specializacijo, strokovno razumevanje in ustvarjalne zmožnosti svojih ustvarjalcev. Od The Wild Korporativna Identiteta se pričakuje, da bo visoko cenjena, občudovana in ljubljena stvaritev, ki je praktična in inovativna. To oblikovanje, nagrajeno z Železno nagrado A' Design Award, vključuje najboljše prakse panoge in ima kompetentne tehnične lastnosti, povezane s strokovnim znanjem in talentom. Zaradi svoje temeljitosti si The Wild Korporativna Identiteta zasluži spoštovanje in je zasnovan tako, da zagotavlja izboljšave kakovosti življenja, ki pomagajo narediti svet boljši kraj.

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