Beijing's Horticultural Expo 2019: A Fusion of Culture and Environment

Dongdao Design Team's Award-Winning Logo and Visual Identity System

The logo for the Horticultural Expo 2019, designed by the Dongdao Design Team, is a vibrant representation of the event's theme. Six colorful flower petals sway around an image of the Great Wall, illustrating the concept of an International Horticultural Exposition under the Great Wall. The three-colored, six-petal peace flower bears the traditional Chinese philosophical theory of the six directions, implying the heaven and the universe. The use of overlapping and gradient techniques adds a touch of technology and fashion to the design.

The Beijing Expo 2019 is an A1 world horticultural exposition approved by the International Association of Horticultural Producers and the Bureau International des Expositions. It was held by the Chinese government and sponsored by the Beijing Municipal Government. The Dongdao Design Team was tasked with providing the logo and visual identity system for the event, a responsibility they executed with expertise and creativity.

The logo's design is not only visually appealing but also carries a deep cultural significance. The six colorful flower petals represent the six directions in traditional Chinese philosophy, symbolizing the heaven and the universe. The use of gradient and overlapping techniques showcases a blend of technology and fashion, making the logo a perfect representation of the event's theme.

The logo and visual identity system were applied to all products and visual displays at the venue, immersing visitors in the conference atmosphere and further extending their comprehension of the event. The design project started in December 2015 in Beijing and was completed in June 2016.

The design process was not without its challenges. The horticultural exposition features both environment and culture, making it crucial to illustrate the host country's culture while also emphasizing the concept of environmental friendliness. The Dongdao Design Team conducted extensive research on the historical path of horticulture development in Beijing and China, incorporating elements of the Great Wall and flower petals into the logo to demonstrate both culture and environment.

The Dongdao Design Team's design for the Horticultural Expo 2019 was recognized with the Platinum A' Graphics, Illustration and Visual Communication Design Award in 2017. This prestigious award recognizes world-class, exceptional, and highly innovative designs that showcase unmatched professionalism, contribute to societal wellbeing, and make the world a better place.