Jiangmen Culture and Tourism: A Logo and Brand Identity Design

Enhancing the Brand Identification and Tourism Potential of Jiangmen

Inspired by the traditional Chinese character "Men," meaning gate, the logo incorporates elements from the cityscape, architecture, cultural heritage, landscape, and plants of Jiangmen. The shape of the logo is reminiscent of a memorial archway, a traditional Chinese architectural structure found in many entrances of villages in China. This integration of design elements creates a visually striking and meaningful representation of the city.

One of the unique properties of this design is the use of matte gold, which symbolizes the city's abundance and prosperity while maintaining a low-profile elegance. The choice of color reflects the city's character and sets it apart from other destinations.

To ensure effective communication of the visual identity to the target audience, an official logo launch event was held, and an advertising video was published through various communication channels. Additionally, a brand identity guideline was developed, providing a framework for consistent application of the logo across different mediums, including stationary, digital media, and printed materials. The guideline also includes recommendations for incorporating the logo into the infrastructure of Jiangmen and promoting local products.

The design project took place from June 2019 to April 2020 in Shanghai, China. It involved comprehensive research, including quantitative and qualitative methods such as desk research, internet surveys, on-site investigations, interviews, group discussions, and seminars. The research revealed that Jiangmen had limited recognition as a tourist destination and that its unique cultural and tourism assets were not widely known. Based on these findings, the design team developed the creative idea of showcasing the abundant scenery of Jiangmen in a single logo shaped like a gate.

One of the challenges faced during the design process was representing the highlights of the city's four counties and three districts equally and adequately. Through in-depth study of Jiangmen's culture and history, the design team successfully incorporated numerous elements into the logo, capturing the essence of each region.

The new logo and brand identity for Jiangmen's culture and tourism section have received recognition for their creativity and ingenuity. The design was awarded the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2021. This prestigious award honors designs that demonstrate outstanding creativity, technical skills, and contributions to improving the quality of life.

The logo and brand identity design by EUCA Culture and Communications Co. Ltd. have successfully enhanced the brand identification of Jiangmen and positioned the city as a unique and attractive tourist destination. Through its incorporation of cultural heritage and scenic beauty, the design captures the essence of Jiangmen and invites visitors to explore its rich history and natural wonders.