Shanghai
Project Focus
MUNICIPAL BRANDING / IDENTITY DESIGN / SWAG / PRODUCTION / GLOBAL EVENTS
Shanghai has always been one of the most beautiful cities in Asia. But even a colorful city like Shanghai can have a branding problem. Darling Shanghai was asked to promote the city at tourist-promoting events overseas, and Abu Dhabi was the first destination. The absence of an identity for the city was evident and so we proposed to create one.
Tore Claesson, Darling Shanghai's Creative Director, was inspired by the city’s stunning architecture, cultural tolerance and bold colors. The “S” is inspired by the Huangpu River which flows gracefully through the vast city. Yereth Jansen, Managing Director of Darling Shanghai, oversaw the production team in Abu Dhabi where the 3D “SHANGHAI” logo became an immediate social media magnet, drawing thousands of travelers every day. The popularity towards the logo in Abu Dhabi led our client to sanctify a larger version to be built under the Oriental Pearl Tower, unveiled during the celebration of the tower's 100 millionth tourist. Bold? Yes. Timeless? Absolutely. Social media ready? Of course. Our logo is now the official sanctified identity of Shanghai.
Shanghai Municipal Administration of Culture and Tourism
