Launching Tai Kwun: A Cultural Brand for Hong Kong


“We are very proud to be able to share the branding and identity design that we have created for Tai Kwun, the Central Police Station revitalisation project. The Centre for Heritage and Art will open as a vibrant destination for residents and visitors.”

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.

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