Jingting Mountain Scenic Area Brand Identity

Jingting Mountain Scenic Area Brand Identity

Jingting Mountain Scenic Area Brand Identity is a comprehensive visual communication system designed to revitalize and modernize the brand image of a significant national forest park located in Anhui Province, China. This innovative brand identity project, completed in 2023, represents a departure from traditional scenic area branding approaches by incorporating elements of classical Chinese painting and poetry into a contemporary digital-age design language. The identity system features a sophisticated primary mark complemented by six auxiliary graphics, each meticulously crafted to showcase distinct aspects of the location's cultural and natural heritage, including its iconic mountain views, historic pavilions, and locally produced specialties such as tea and baijiu. The design philosophy centers on creating an immersive visual experience that metaphorically allows visitors to step into a traditional Chinese scroll painting, effectively bridging the gap between ancient cultural elements and modern design sensibilities. This transformative approach to scenic area branding, which earned a Bronze A' Design Award in the Graphics, Illustration and Visual Communication Design category, has demonstrated significant commercial success, attracting increased visitor numbers and generating substantial economic benefits for the region. The project's success lies in its ability to appeal to a broader demographic while maintaining cultural authenticity, effectively utilizing digital-era communication methods, and creating a versatile visual system that can be implemented across various promotional materials and platforms.

scenic area branding, cultural heritage design, Chinese visual identity, mountain tourism branding, contemporary Chinese design, digital-age brand identity

— Adam Dawson