The Tai Kwun brand, epitomised by the logo designed by Marc & Chantal, was revealed to the public in late 2015. The visual brand is the representation of our comprehensive branding study and strategy, in partnership with the Hong Kong Jockey Club. The site caters to heritage, art and leisure interests and serves many audiences, so the first phase of our branding strategy was based on a deep look into the audience groups through surveys, focus groups and expert panels. With these findings, we crafted a Brand Definition that allows Tai Kwun to have a strong voice among the region’s cultural brands.
Working alongside the Jockey Club team, we looked at the history of the Central Police Station compound and their vision for the future to design the brand identity. The logo mark merges past and future through the combination of a pitched roof – representing the heritage buildings – and a modern cube – referring to the new buildings designed by Herzog & de Meuron. The logo is strong in its simplicity and is designed to fit within a system of building shapes that playfully hint at the village feeling of this unique cluster of heritage structures on Hollywood Road.
In addition to creating the brand and the visual identity, we are currently working on the Wayfinding and Signage, site-wide Heritage Interpretation and design of the Visitor Centre. From the beginning of the brand strategy to the culmination of the site experience, we are thrilled to be able to contribute to such an important addition to Hong Kong’s cultural life.
The Tai Kwun brand, epitomised by the logo designed by Marc & Chantal, was revealed to the public in late 2015. The visual brand is the representation of our comprehensive branding study and strategy, in partnership with the Hong Kong Jockey Club. The site caters to heritage, art and leisure interests and serves many audiences, so the first phase of our branding strategy was based on a deep look into the audience groups through surveys, focus groups and expert panels. With these findings, we crafted a Brand Definition that allows Tai Kwun to have a strong voice among the region’s cultural brands.
Working alongside the Jockey Club team, we looked at the history of the Central Police Station compound and their vision for the future to design the brand identity. The logo mark merges past and future through the combination of a pitched roof – representing the heritage buildings – and a modern cube – referring to the new buildings designed by Herzog & de Meuron. The logo is strong in its simplicity and is designed to fit within a system of building shapes that playfully hint at the village feeling of this unique cluster of heritage structures on Hollywood Road.
In addition to creating the brand and the visual identity, we are currently working on the Wayfinding and Signage, site-wide Heritage Interpretation and design of the Visitor Centre. From the beginning of the brand strategy to the culmination of the site experience, we are thrilled to be able to contribute to such an important addition to Hong Kong’s cultural life.
マーク & シャンタルがデザインしたロゴに象徴される大館ブランドは、2015年後半に一般に公開されました。このビジュアルブランドは、香港ジョッキークラブとの共同で行った包括的なブランディング調査とその戦略を表現したものです。同施設は、歴史・文化遺産、アート、レジャーに焦点を当て、多くの人々を対象としているため、ブランディング戦略の第1フェーズでは、アンケート、フォーカスグループ、専門家らを通して、対象となるグループを徹底的に調査しました。これらの調査結果をもとに、大館が地域の文化的ブランドの中で強い発信力を持つことができるよう、ブランドの定義を創り込みました。
香港ジョッキークラブのチームと協力して、ブランド・アイデンティティをデザインするため、中央警察署跡地の歴史と彼らの未来へのビジョンに注目しました。ロゴマークは、歴史的建造物を象徴する傾斜した屋根と、ヘルツォーク＆ド・ムーロンが設計した新しい建物を表すモダンなキューブ（立方体）の組み合わせにより、過去と未来を融合させました。このロゴマークは、シンプルさの中に力強さがあり、ハリウッドロードにあるユニークな文化遺産が集まったこの辺りの雰囲気を遊び心ある建物の形に合わせてデザインされています。
ブランドとビジュアル・アイデンティティの構築に加えて、私たちは現在、ウェイファインディングとサイネージ、施設全体の遺産の説明、ビジターセンターのデザインにも取り組んでいます。ブランド戦略構築という初期段階から、訪れた人が実際に味わう最高の瞬間まで、香港の文化的生活に重要な付加価値をつけることに貢献できることを嬉しく思います。
マーク & シャンタルがデザインしたロゴに象徴される大館ブランドは、2015年後半に一般に公開されました。このビジュアルブランドは、香港ジョッキークラブとの共同で行った包括的なブランディング調査とその戦略を表現したものです。同施設は、歴史・文化遺産、アート、レジャーに焦点を当て、多くの人々を対象としているため、ブランディング戦略の第1フェーズでは、アンケート、フォーカスグループ、専門家らを通して、対象となるグループを徹底的に調査しました。これらの調査結果をもとに、大館が地域の文化的ブランドの中で強い発信力を持つことができるよう、ブランドの定義を創り込みました。
香港ジョッキークラブのチームと協力して、ブランド・アイデンティティをデザインするため、中央警察署跡地の歴史と彼らの未来へのビジョンに注目しました。ロゴマークは、歴史的建造物を象徴する傾斜した屋根と、ヘルツォーク＆ド・ムーロンが設計した新しい建物を表すモダンなキューブ（立方体）の組み合わせにより、過去と未来を融合させました。このロゴマークは、シンプルさの中に力強さがあり、ハリウッドロードにあるユニークな文化遺産が集まったこの辺りの雰囲気を遊び心ある建物の形に合わせてデザインされています。
ブランドとビジュアル・アイデンティティの構築に加えて、私たちは現在、ウェイファインディングとサイネージ、施設全体の遺産の説明、ビジターセンターのデザインにも取り組んでいます。ブランド戦略構築という初期段階から、訪れた人が実際に味わう最高の瞬間まで、香港の文化的生活に重要な付加価値をつけることに貢献できることを嬉しく思います。
The Tai Kwun brand, epitomised by the logo designed by Marc & Chantal, was revealed to the public in late 2015. The visual brand is the representation of our comprehensive branding study and strategy, in partnership with the Hong Kong Jockey Club. The site caters to heritage, art and leisure interests and serves many audiences, so the first phase of our branding strategy was based on a deep look into the audience groups through surveys, focus groups and expert panels. With these findings, we crafted a Brand Definition that allows Tai Kwun to have a strong voice among the region’s cultural brands.
Working alongside the Jockey Club team, we looked at the history of the Central Police Station compound and their vision for the future to design the brand identity. The logo mark merges past and future through the combination of a pitched roof – representing the heritage buildings – and a modern cube – referring to the new buildings designed by Herzog & de Meuron. The logo is strong in its simplicity and is designed to fit within a system of building shapes that playfully hint at the village feeling of this unique cluster of heritage structures on Hollywood Road.
In addition to creating the brand and the visual identity, we are currently working on the Wayfinding and Signage, site-wide Heritage Interpretation and design of the Visitor Centre. From the beginning of the brand strategy to the culmination of the site experience, we are thrilled to be able to contribute to such an important addition to Hong Kong’s cultural life.
The Tai Kwun brand, epitomised by the logo designed by Marc & Chantal, was revealed to the public in late 2015. The visual brand is the representation of our comprehensive branding study and strategy, in partnership with the Hong Kong Jockey Club. The site caters to heritage, art and leisure interests and serves many audiences, so the first phase of our branding strategy was based on a deep look into the audience groups through surveys, focus groups and expert panels. With these findings, we crafted a Brand Definition that allows Tai Kwun to have a strong voice among the region’s cultural brands.
Working alongside the Jockey Club team, we looked at the history of the Central Police Station compound and their vision for the future to design the brand identity. The logo mark merges past and future through the combination of a pitched roof – representing the heritage buildings – and a modern cube – referring to the new buildings designed by Herzog & de Meuron. The logo is strong in its simplicity and is designed to fit within a system of building shapes that playfully hint at the village feeling of this unique cluster of heritage structures on Hollywood Road.
In addition to creating the brand and the visual identity, we are currently working on the Wayfinding and Signage, site-wide Heritage Interpretation and design of the Visitor Centre. From the beginning of the brand strategy to the culmination of the site experience, we are thrilled to be able to contribute to such an important addition to Hong Kong’s cultural life.