Jingting Mountain's New Brand Identity: A Cultural Odyssey

Revitalizing Jingtingshan with Artistic Flair and Digital Savvy

At the heart of Zhejiang Gongshang University's innovative approach lies a vision to transform the Jingting Mountain Scenic Area into a living canvas, where visitors can traverse the landscape as if they were wandering within a traditional scroll painting. This reinvention is not just a nod to the area's artistic heritage but a strategic pivot towards a broader, digitally-engaged audience. The team's creative prowess has led to the development of six auxiliary graphics, each a window into Jingtingshan's soul, from its literary legacy to its breathtaking vistas.

Distinct from conventional Chinese design norms, the new brand identity of Jingtingshan stands as a testament to the evolution of scenic area branding. It embraces a modern business model and communication strategy, propelling the scenic area into a new era of development. The previous brand image, with its limited appeal, is replaced by a design that resonates on a global stage, apt for the digital era's vast information networks.

The realization of this brand identity is a meticulous blend of cultural motifs and modern design principles. Elements such as serene clouds, wild cranes, and the architectural elegance of pavilions are interwoven with the local flavors of wine and tea. This design not only pays homage to the scenic area's rich cultural tapestry but also enhances the visitor experience, making it akin to a journey through time-honored art.

Technical finesse is evident in the six auxiliary graphics, versatile enough for diverse applications yet unified in showcasing Jingtingshan's unique charm. These designs encapsulate the essence of over 300 poets and painters who immortalized the scenic area's beauty in their works, as well as the distinctiveness of its natural and cultural offerings, including the famed local baijiu and green tea.

The project, initiated in May 2022 and completed by February 2023, saw its official launch in March 2023 in Xuancheng, Anhui Province. The rebranding has already made waves, with a surge in visitor numbers and the birth of cultural brands inspired by the new image. The design's success is a clear indicator of the power of thoughtful branding in the digital age, where heritage and innovation can coalesce to create a compelling narrative.

With the prestigious Bronze A' Graphics, Illustration and Visual Communication Design Award in its portfolio, the design team, led by Kan Zhao, has set a new benchmark for scenic area branding. The award celebrates the design's creativity, functionality, and its contribution to enhancing the quality of life, further solidifying Jingtingshan's position as a must-visit destination that bridges the past and the future.