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Combining Traditional Chinese Aesthetic with Western Simplicity

Chao Xu unveils "The Wild" corporate identity design, a visual representation of a new luxury resort atop Huangbai mountain in Hunan Province. The design team drew inspiration from traditional Chinese aesthetics and the rich characteristics of the mountain's wildlife and plants, resulting in a harmonious and unified visual identity.

Utilizing traditional Chinese ink painting, the team created a simple yet artistic crane logo, symbolizing the dreamy, idle lives desired by those who choose to live in the mountains. The logo's feather pattern, derived from the cranes, forms the basis for all design elements, representing various animals and plants found in the mountain.

The project, which commenced in January 2019 and concluded in April 2019 in Hangzhou, presented the challenge of seamlessly blending traditional Chinese aesthetics with Western simplicity, especially considering the resort's architectural design by Western architects.

Chao Xu, a graduate of UNSW with a master's degree in Architecture design, brings a comprehensive and rational approach to her graphic design, aiming to create profound and interesting solutions to complex problems.

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