Dong Lai Shun Logo and VI is a comprehensive visual identity system that exemplifies the successful revitalization of a century-old culinary brand's visual heritage through contemporary design principles. Created in 2015, this visual identity project masterfully integrates traditional Beijing-style hand-drawn illustrations as core brand elements to represent the historical significance and cultural legacy of a prestigious restaurant establishment dating back to 1903. The design system encompasses a meticulously restructured brand identity, including a refined logo, standardized color palette, carefully selected auxiliary decoration patterns, and a unified exclusive typeface that collectively elevates the brand's visual presence. The project's distinctive approach lies in its strategic use of illustrated narratives that capture the essence of early 20th-century Beijing, depicting various social classes, architectural elements, and cultural scenes that resonated with the brand's founding era. This innovative visual system, which earned recognition with an Iron A' Design Award in the Graphics, Illustration and Visual Communication Design category, demonstrates exceptional prowess in bridging historical heritage with contemporary design sensibilities. The design successfully addresses the challenge of brand value erosion by creating an artistic and humanistic brand image that effectively communicates the establishment's historical significance while maintaining modern relevance. Through its systematic application of visual elements, the project achieves a harmonious balance between preserving cultural authenticity and meeting contemporary branding requirements, ultimately creating a cohesive visual language that resonates with consumers while honoring the brand's rich heritage.
visual identity design, brand revitalization, cultural heritage, hand-drawn illustration, restaurant branding, Chinese traditional design
CITATION : "Adam Dawson. 'Dong Lai Shun Logo And VI.' Design+Encyclopedia. https://design-encyclopedia.com/?E=442917 (Accessed on July 16, 2025)"
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