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New Brand Identity for Jingting Mountain Scenic Area

Kan Zhao, a renowned designer, has created a new brand identity for the Jingting Mountain Scenic Area, focusing on the concept of cultural exploration through painting. The design aims to provide visitors with an experience akin to walking in a scroll painting, showcasing the unique features of the scenic area through six auxiliary graphics. The brand image appeals to a wider audience, catering to the digital information era and offering a refreshed and more suitable representation of the scenic area.

The new brand identity integrates elements such as mountain views, pavilion styles, serene clouds, wild cranes, and the local flavors of wine and tea, creating a tour experience that immerses visitors in the cultural heritage of thousands of years. The six auxiliary graphics highlight the countless works left behind by more than 300 famous poets and painters in history, as well as the enchanting mountain scenery, distinctive pavilions and towers, and locally produced "baijiu" (white liquor) and "green tea" of Jingting Mountain.

With the official launch in Xuancheng, Anhui Province, in March 2023, the new brand image has garnered widespread attention, leading to a surge in tourist visits to Jingting Mountain Scenic Area and generating significant economic benefits for the region.

The project, which commenced its design phase in Hangzhou in May 2022, was completed in February 2023, marking a significant milestone in the evolution of the scenic area's brand image. The new brand has not only attracted tourists from various parts of the world but has also led to the development of a series of cultural and creative brands based on the new brand image, contributing to the area's economic growth.

Mr. Kan Zhao, an Associate Professor and Master's Supervisor at Zhejiang Gongshang University, has an illustrious career in brand and visual design, with a master's degree from Tongji University. He has been recognized with prestigious awards such as the Red Dot Award, IF Design Award, Hong Kong Global Design Award, and Hiiibrand Award. With nearly 50 completed projects, including work for renowned brands like Alibaba Group and Ant Group, Mr. Zhao's expertise and creativity have significantly contributed to the success of the new brand identity for Jingting Mountain Scenic Area.

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