Xian'an Fang's Brand Identity and Logo Update

A new image integrating modern elements. Revitalize historical heritage.



1. Main challenge

How can we revitalize and utilize the historical heritage of Xian An Fang to create a multi-faceted commercial district, and make it become a new trendy icon of Wuhan, China, where history and modernity are combined?



2. Solution

We incorporated the iconic architecture into the logo, retained the Chinese calligraphy font of the original one and integrated it with the historical landmark, the Moon Gate. After that, we replaced the complicated tile roof graphic with a more modern and minimalist curve.



We updated the main color palette to be more in line with the local architectural culture. We collected the most common brick wall color of the old buildings in Xian An Fang as the standard color palette.



We designed auxiliary graphics with more architectural elements. And we refined the geometric elements of the brick walls, arches of the pagodas, brick triangular roofs and arched windows of Xian An Fang as auxiliary graphics and patterns, and used them in a series of extension materials.



3. Result

After the brand image completely renewed, the holiday traffic of Xian An Fang reached a daily average of 66,000 people. Helping Xian An Fang become a provincial-level tourism and leisure district.