Yan Gao

Yan Gao

Design graphique
LaSalle College Vancouver

City Branding Campaign

The purpose of this city branding project for Rotterdam (a city of Netherlands) is to refresh the visual design of the city in order to share the culture, local resources and attract more people to visit. The concept is based on Rotterdam’s urban features which are that it has one of the world’s biggest ports and has many archaic and modern buildings. The main logo is composed of three iconic elements of the city—a ship wheel, a wave, and a bridge. The ship wheel and wave represent their old marine history, and the bridge (Erasmus Bridge) represents their architectural achievements. The primary color of the logo is ocean blue symbolizing creativity, intelligence and the surrounding sea. Four supporting logo variations follow the same design layout and style but replace the bridge with other famous architectural structures of Rotterdam such as The Pencil, Cube-House, Market Hall, to name a few. In addition, four more icons are created based on representative elements of each place to help people quickly identify where they are. Different colors for the logo and icon variations are used to represent the unique experience that people have when they visit each place.

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