Orchid Expo

  • 2016

  • Communication
    Branding and Identity

Designed By:

  • Dongdao Creative Branding Group

Commissioned By:

The 2015 Orchid Expo of China

Designed In:

China

The 2015 Orchid Expo is the most renowned orchid festival worldwide, aiming to promote the rapid development of China’s orchid industry and technology as well as enhance the academic research and communication concerning the international and domestic orchid industry. And orchid embodies the spirit of Chinese culture and symbolizes traditional aesthetics.


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  • CHALLENGE
  • SOLUTION

  • An ancient saying states, "The grass orchid blossoms inside the gate is admired for its subtle beauty. Its fragrance is enticing to the outside, but never over-powering", to portrait the unique scent of orchid. From this, we substituted the character inside the 'gate' with a vivid orchid blossom drawing so as to depict the ancient quote in an objective way. Our inspiration is based on the traditional Chinese character 'orchid', with enhanced typography and the unique combination between calligraphy and drawing. This constitutes the metaphorical atmosphere of “picture within a book, poem within a picture”, portraying the very traits of an orchid, strong, yet elegant.

  • The traditional Chinese character for orchid is 蘭, which is composed by 'gate' 门 and 'orchid' 兰. Chinese written language can be catagorized into three kinds, traditional Chinese, simplified Chinese, and variant hanzi. The variant hanzi is formed in many different ways. Nevertheless, it is the most complicated version. Within this logo, we adopted the variant hanzi, since it can best portrait the flower. The composition of the word "蘭" includes 艹(flora root), 門(gate) and 兰(orchid), which resonates with the saying "the grass orchid blossoms inside the gate is admired for its subtle beauty. Its fragrance is enticing to the outside, but never over-powering."