Xiushanghua: A Branding Design Inspired by Chinese Culture

Combining Tradition and Contemporary Aesthetics

As an important part of Chinese traditional culture, Su embroidery carries China's long history and national wisdom. "Xiushanghua" is the representative brand of new Su embroidery, bearing the important responsibility of inheriting the past and the future. The brand logo is designed and made with the traditional Chinese pattern "Auspicious Clouds" and the unique shape of flower windows in Suzhou. Through the graphic processing of compound aesthetic rules, the logo captures the essence of traditional Chinese patterns and combines it with contemporary aesthetics and artistry.

The inspiration for the brand logo comes from the concept of "Xiangyun," which means auspiciousness in traditional Chinese patterns. In Eastern mythology, it is also called "Neon Clothes," symbolizing "fairy clothes." By transforming tangible objects into abstract artistic patterns through graphic language, the logo reflects the profound background of the brand culture and aligns with the brand's theme and vision.

One of the unique properties of "Xiushanghua" is its positioning as a brand that combines traditional cultural connotation with contemporary aesthetics and artistry. This fusion sets the tone for the brand's vision and guides the new development direction of the traditional handicraft industry. By integrating the richness of Chinese culture with modern design sensibilities, "Xiushanghua" creates a unique and captivating brand style.

The realization of the brand logo involves technology such as spot color printing and hot stamping process. These techniques ensure the logo's visual impact and bring out the intricate details of the design.

The "Xiushanghua" design project was launched in February 2020 in Suzhou, China, and was completed in December 2020. Throughout the project, a team of talented individuals worked together to bring the brand's vision to life. The creative director, Sha Feng, and the art director, Jiayi Lu, played crucial roles in shaping the brand's identity. The graphic designers, Sha Feng and Li Peng, contributed their expertise to create a visually stunning logo.

The brand logo of "Xiushanghua" has received recognition for its excellence. It was awarded the Iron A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2021. This prestigious award is given to designs that are well-designed, practical, and innovative, meeting professional and industrial requirements. The logo's integration of industry best practices and competent technical characteristics contributes to a better world.

The copyrights for the brand logo belong to SoFeng Design, 2020. The intellectual property and copyright credits for the visual content of the logo go to Jiayi Lu, the photographer, and Sha Feng, the illustrator.

With its deep roots in Chinese culture and its contemporary design approach, "Xiushanghua" is a brand that embodies the fusion of tradition and innovation, creating a unique and captivating visual identity.