Jiangmen Culture and Tourism Logo and Brand Identity by EUCA Culture and Communications Co. Ltd.

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DESIGN DETAILS
DESIGN NAME:
Jiangmen Culture and Tourism

PRIMARY FUNCTION:
Logo and Brand Identity

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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / INTERACTION:
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.

PROJECT DURATION AND LOCATION:
June 2019 – April 2020, Shanghai, China

FITS BEST INTO CATEGORY:
Graphics, Illustration and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
-

SPECIFICATIONS / TECHNICAL PROPERTIES:
-

TAGS:
Branding, City, Culture and tourism, Logo design, Visual system

RESEARCH ABSTRACT:
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.

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.

ADDED DATE:
2020-09-13 12:53:23

TEAM MEMBERS (1) :
Ellain Li, Di Tang, Grace Xu, Mingwei Zhou

IMAGE CREDITS:
Ellain Li, Grace Xu, Di Tang

CLIENT/STUDIO/BRAND DETAILS
NAME:
Jiangmen culture, tourism, radio, television and Sports Bureau

PROFILE:
Jiangmen is the homeland of approximately 4 million overseas Chinese, who live in 107 countries and regions throughout the world. Therefore, it is also called The Capital of Overseas Chinese. Jiangmen has 4 county-level cities and 3 districts. Many historical heritages keep well in Jiangmen, include memorial archways and fortified multi-story towers. The economic development strategies of Jiangmen emphasize the development of culture and tourism, and protection of the environment. Jiangmen culture, tourism, radio, television and Sports Bureau is the governing body of Jiangmen culture and tourism.

NOMINATION DETAILS

Jiangmen Culture and Tourism Logo and Brand Identity by Euca Culture and Communications Co. Ltd is a Nominee in Graphics, Illustration and Visual Communication Design Category.

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AWARD DETAILS

Jiangmen Culture and Tourism Logo and Brand Identity by Euca Culture and Communications Co. Ltd is Winner in Graphics, Illustration and Visual Communication Design Category, 2020 - 2021.



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