The Wild Identitas Perusahaan by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award Beusi in Grafis Competition Category.
BeusiGrafis· 2020
The Wild Identitas Perusahaan
by Chao Xu
Client: AhnLuh Luxury Resorts and Residences
A' Design Award Beusi Winner in Grafis Category
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- Verified Award Winner
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The Design
About The Wild Identitas Perusahaan
Ieu mangrupikeun desain mérek pikeun Resort méwah énggal, anu diwangun di luhur gunung Huangbai di Propinsi Hunan. Tujuan proyék ieu nyaéta ngagabungkeun éstétis tradisional Cina sareng kesederhanaan Kulon kana desain branding. Tim desainis ngagaduhan karakter anu sugih dina sato sareng pepelakan di gunung Huangbai sareng mendesain logo bentuk bango anu nganggo téknik lukisan tradisional Cina, bulu kren parantos disederhanakeun janten pola desain. Pola dasar ieu tiasa ngabentuk sagala jinis sato sareng pepelakan （anu aya di gunung), sareng didamel sadayana elemen desain anu rukun.
The Recognition
About the A' Design Award Beusi
The Wild Identitas Perusahaan mangrupa juara A' Design Award Beusi, pangakuan anu bergengsi anu dipasihkeun ka desain alus anu minuhan sarat profésional jeung industri anu diharepkeun tina kréasi anu dirarancang alus. Para juara Beusi nunjukkeun kaahlian anu hébat, spésialisasi anu luhur, pamahaman ahli jeung kamampuh kréatif para kréatorna. The Wild Identitas Perusahaan diharepkeun jadi kréasi anu dihargaan, dikagumi jeung dipikanyaah anu praktis jeung inovatif. Desain juara A' Design Award Beusi ieu ngalebetkeun prakték pangalusna industri sarta ngabogaan ciri téknis anu mampuh pakait jeung pangweruh praktis jeung bakat. The Wild Identitas Perusahaan dihormat pikeun katelitianana sarta dirarancang pikeun méré paningkatan kualitas hirup anu mantuan ngajadikeun dunya tempat nu leuwih hadé.
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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