Reviving the Silk Road: Hergene's Award-Winning Logo Design

Yang Chao and Lai Xiaowei's Innovative Blend of Tradition and Modernity

The Hergene logo is a testament to the power of design in communicating a brand's identity. The designers, Yang Chao and Lai Xiaowei, drew inspiration from the ancient Silk Road, a historical trade route that saw the export of valuable Chinese silk. The logo's design is a nod to this rich history, incorporating the shape of ancient Chinese coins and the traditional Chinese aesthetic principle of combining the square and the circle.

What sets this logo apart is its successful integration of traditional Chinese culture and modern design principles. The logo is not only aesthetically pleasing but also functional, adaptable to various materials and production methods. It is a reflection of the silk industry's characteristics, embodying the elegance and sophistication associated with silk.

The logo was realized through a graphic creative approach, blending traditional Chinese elements with contemporary visual communication design. The designers also utilized the point, line, and surface composition approach, ensuring the logo's versatility and convenience in use.

The project, which started and finished in Jingdezhen in 2014, presented a unique challenge: expressing traditional Chinese culture through modern visual communication design techniques. The designers' research and efforts culminated in a logo that is both traditional and modern, a testament to their creative prowess.

The Hergene logo design is a unique visual representation that combines simplicity and distinctiveness. It boasts international visual graphics while retaining Oriental elements, encapsulating Oriental aesthetics. The design's success is evident in its recognition at the A' Graphics, Illustration and Visual Communication Design Award in 2017, where it won Silver, a testament to its outstanding expertise and innovation.