THE VISUAL TOUCH POINT
The Primary Brand Identity
for Hong Kong Week
Logo is a strategic business tool; a face to the brand identity and the first touch point for a corporate. A new logo is an empty vessel until brand characters are added into the brand via series of marketing initiatives which makes the visual becomes meaningful to its target audience. Our very first task for HKW was to come up with a meaningful logo for the festival.
The letters “H”, “K” and “W” are written with simple horizontal and vertical diagonal lines which super imposed into a geometric logo. Among them, the “K” contains a title of 〈which is commonly used to mark the name of artworks particularly in the field of drama, film, music etc.; HONG KONG WEEK with a 〈is demonstrated like the beginning of a title book, leading different art and cultural aspects to travel across the world. The simplicity of the design showcase the current artsy trend with an imposition of ‘connection’ linking HKW to the world of arts in a powerful and energetic momentum.
Hong Kong Week 2021@Guangzhou opens inmid-April, covering performing arts and filmscreenings, exhibitions and extension activities, aiming to promote the outstanding works of leading Hong Kong artists and flagship arts groups in terms of “vitality”,”creativity” and “connectivity”. The festival was delivered in a hybrid format of in-venue and online channels. This year, Hong Kong Week transcended geographical boundaries, presenting the most fascinating facet of arts and culture of Hong Kong in the midst of the challenges brought by the pandemic
Traverse: from stage to screen being the new norm.
Omnichannel is no longer a special terminology for retail industry. This is the first time when HKW launched itself in Guangzhou and despite the difficulty bringing live performances to the actual venue, the theme was then evoked from the pandemic lockdown. 穿粤舞台 has cleverly up play the online and offline concept by injecting the element of ‘across 越’ with the same pronunciation of ‘粤’. This gives the audience a sense of traverse between two regions and cultures.