Reviving Ancient Heritage: Tibet Shannan's Visual Identity

Designer River Liu's Award-Winning Approach to Urban Branding

Shannan, a city rich in historical and cultural heritage, has been given a fresh visual identity by designer River Liu. Inspired by the city's unique cultural and natural characteristics, Liu's design aims to capture the essence of Shannan and share its captivating story with the world.

Shannan is known as the birthplace of Tibetan civilization. Liu's design symbolizes the harmonious combination of heaven, earth, and man, with the logo's overall shape inspired by the Himalayas and the Mani stone. The colors, derived from local attractions and culture, add an energizing visual aspect to the brand's deep cultural connotation, boosting the logo's memorability and representing a city that embraces all things.

The design was realized using Procreate for the icon and Adobe Illustrator for the typography and other graphic elements. The final designs were provided in various color formats, including RGB, CMYK, and Pantone, to ensure consistency in the brand's color appearance across all media platforms. This approach guarantees that the brand's visual identity will be accurately represented, no matter the medium in which it is displayed.

With the development of public transportation, networks, and quality of life, more and more remote regions are experiencing economic growth. Shannan's vision is randomly identified in such a large area, necessitating its own urban visual communication system. It is a visual representation of the city's historical context and overall color scheme. The design and installation of an effective image system will have a beneficial influence on the rapid formation of the city's brand image and the rapid enhancement of the city's competitiveness.

Shannan's relative obscurity prompted the design team to prioritize identifying the city's unique attributes. With an increasing number of young people interested in culturally rich destinations, the challenge was to create a visually engaging system that reflects Shannan's heritage while remaining current and appealing to contemporary sensibilities. This project demanded a deep understanding of cultural heritage and modern design practices to deliver an effective solution.

The Tibet Shannan project aimed at promoting the tourism industry in Shannan. By creating a representative logo to extend the impression of the city through systematic products and tourist guides. The inspiration for the logo is drawn from the features of Shannan and simplified into symbols through contemporary art. The logo itself is versatile and scalable, able to seamlessly integrate into different products. This work hopes to bring a positive and interesting energy to the audience, better meeting the needs of the modern market and helping this ancient city showcase its diverse aspects.

This Design was awarded Silver in A' Graphics, Illustration and Visual Communication Design Award in 2023. Silver A' Design Award : Rewarded to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.

Project Details and Credits

Project Designers: HE LIU
Image Credits: Illustrator River Liu Designer River Liu Image #2: Photographer Raimond Klavins, JqT2Wp5S0Dk, 2012. Image #4: Photographer Raimond Klavins, L6jxljMeUoo, 2012.
Project Team Members: River Liu
Project Name: Tibet Shannan
Project Client: HE LIU

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