Jiangmen Culture and Tourism 標誌及品牌形象設計 by EUCA Culture and Communications Co. Ltd.

Jiangmen Culture and Tourism 標誌及品牌形象設計 by EUCA Culture and Communications Co. Ltd. is a highly esteemed winner of the very prestigious 2021 A' Design Award 銅獎 in 平面設計 Competition Category.

銅平面· 2021

Jiangmen Culture and Tourism 標誌及品牌形象設計

by EUCA Culture and Communications Co. Ltd.

Client: Jiangmen culture, tourism, radio, television and Sports Bureau

A' Design Award 銅獎 Winner in 平面 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 Jiangmen Culture and Tourism 標誌及品牌形象設計

《江門文旅》係為中國廣東省江門市文化旅遊界別而設計嘅標誌同品牌形象。標誌設計靈感源自傳統漢字「門」嘅字形，以及牌坊嘅結構。標誌將江門嘅城市面貌、建築特色、文化遺產、自然景觀同植物元素融入「門」字造型之中。啞金色調寓意呢座城市既富庶又內斂謙遜。設計團隊同時制定咗一套品牌形象指引，以確保標誌喺唔同應用場合都能保持一致性。

The Recognition

About the A' Design Award 銅獎

Jiangmen Culture and Tourism 標誌及品牌形象設計是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Jiangmen Culture and Tourism 標誌及品牌形象設計將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Jiangmen Culture and Tourism 標誌及品牌形象設計出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The logo inspired by a traditional Chinese Character Men which means gate. The shape of logo integrated with features of the Character and the structure of memorial archway.
The logo incorporates elements which extracted from cityscape, architecture, cultural heritage, landscape and plants of Jiangmen. Matte gold is chosen to imply the city is plentiful but low-profile.
Tags: Branding, City, Culture and tourism, Logo design, Visual system
Design Challenge: Jiangmen is a city with long and complicated history. It contains 4 counties and 3 districts. The special requirement for this project is to show the highlights of these 4 counties and 3 districts equally and adequately. Through in-depth study on culture and history of Jiangmen, we form the current design that can place numerous elements.
Research: This project began with a comprehensive research both quantitative and qualitative. Multiple methods were employed including desk research, internet survey, on-site investigation, interview, group discussions and seminars. The result shows Jiangmen lack of recognition and the characteristics and unique culture and tourism assets of Jiangmen has little awareness as tourist destination. Based on this result we developed our creative idea: to show abundant scenery of Jiangmen in one logo that shaped as gate.
Inspiration: Jiangmen is a city in Guangdong Province in southern China. The city is considered as hometown of most overseas Chinese. It is because a large amount of overseas Chinese is originated from Jiangmen. They brought Memorial Archways, a traditional arch structured Chinese architectural which can be found in many entrances of villages in China, to many countries. Memorial Archway becomes symbol of Chinatown now. For the purpose of attract overseas Chinese to visit Jiangmen, the local government initiated this project and requested a new brand logo for its culture and tourism section.
Project Duration: June 2019 – April 2020, Shanghai, China
Operation Flow: To communicate the visual identity with target audience, an official logo launch event was hold and an advertising video was published via omni channel communication. To build a consistent brand visual identity and its application, a brand identity guideline was provided and a training session was conducted. Various applications of brand identity were demonstrated, such as stationary, digital media, printed materials, etc. Application of logo in infrastructure of Jiangmen, local products were also listed in the guideline.
Team Members: Ellain Li, Di Tang, Grace Xu, Mingwei Zhou
Image Credits: Ellain Li, Grace Xu， Di Tang