Hong Kong

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Overview

We began the initiative to brand Hong Kong in response to a government recommendation. It stated, “Hong Kong needs to promote its unique position...a successful external promotion program can have a significant positive impact on Hong Kong’s ability to achieve a number of key economic, social, and cultural objectives.”

Challenge

Mr. Tung Chee-hwa, the chief executive of the Hong Kong Special Administrative Region explained that his goal was to make Hong Kong the most cosmopolitan city in Asia. Landor's challenge was to define, leverage, and promote Hong Kong’s unique strengths and characteristics to a wide range of international audiences. To solve this challenge, Landor evaluated extensive research in an effort to fully understand multiple audiences' perceptions of Hong Kong.

Solution

The visual expression that we created of the brand was a contemporary rendering of the powerful and energetic dragon. The brandmark is composed of four distinct elements depicting the Chinese characters for Hong Kong and the letters HK. This symbolizes a blend of eastern and western influences in a style suggestive of Chinese calligraphy. The brandline—Asia’s world city—compliments the identity and underscores Hong Kong’s role as an international hub for business, arts, and culture.