A city's image is a systematic representation of its economic, cultural, social, ecological, and historical elements, forming the overall perception and comprehensive evaluation by both internal and external publics. Qingpu, currently Shanghai's only administrative district bordering both Jiangsu and Zhejiang provinces, hosts key national facilities like the China National Convention Center, strives to be a national model for new industrialization, and is a demonstration zone for the transformation of the national express delivery industry. Amidst rapid development, particularly in the West Hongqiao area focusing on platforms like the National Convention Center, Beidou Navigation, Online International Trade, and Financial clusters, Qingpu urgently required a cohesive brand system reflecting its development philosophy. This system needed to showcase the interplay between Qingpu's past, present, and future, highlighting its green ecology and achievements in the "Four New" economy.
Commissioned by the Qingpu District Government, KHT Brand Design undertook the task of shaping Qingpu's overall city image. Starting from Qingpu's identity as a Jiangnan water town characterized by "rivers weaving through villages and towns, bridges arching over green waves," KHT aimed to reestablish Qingpu's city brand and create a new, holistic communication theme embodying the essence of a water town. The goal was to build an image of Qingpu as green, ecological, innovative, and adaptive.
KHT repositioned Qingpu's image with the theme "Green Qingpu, Virtuous City." They created a minimalist logo inspired by Qingpu's water town heritage, creatively incorporating its unique cultural elements. The design integrates the iconic Fangsheng Bridge, using bold brushstrokes to depict the vibrant mudflats and Qingpu's history and future intertwined with its waterways. The five arches of the bridge symbolize the convergence of five rivers, forming a unique Jiangnan water town essence. A seal-style typography using the small seal script for "Virtuous" promotes an uplifting, respectful, and courteous city theme, resulting in a highly poetic Qingpu city logo.
Furthermore, KHT developed a series of brand image communications for Qingpu: showcasing its scenic lakes and harmonious ecology through landmarks like Dianshan Lake, Qingxi Country Park, Daguan Garden, and Oriental Land. Employing a rich green hue, the imagery presents an idyllic urban-rural landscape, beautiful townships, and a green Qingpu. This is blended with modern architectural styles, well-equipped living environments, contemporary industrial production, and the ancient culture of its millennium-old water towns. The silhouetted visuals recreate the charm of Jiangnan water towns, highlighting Qingpu's appeal as an ecologically livable, productively efficient, lifestyle-enriching, and culturally harmonious area, while restoring the beauty of the water town scenery.
The city image crafted by KHT Brand Design for Qingpu has not only enriched the "Qingpu" brand connotation but also vividly brought to life a modern urban water town characterized by innovation, friendliness, wisdom, and inclusiveness, alongside a historic ancient town with millennia of heritage. It further showcases to the world a Shanghai that is inclusive, aspiring for excellence, enlightened, wise, and magnanimous.
