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Brand Hong Kong (or BrandHK) was launched in 2001 as a government programme designed to promote Hong Kong as "Asia’s World City". The purpose of this concept is to create a reputation of Hong Kong as a top international city. This idea was formed after the transfer of sovereignty over Hong Kong in 1997, the event that made Hong Kong a special administrative region of China. The branding features Hong Kong as a place where "creativity, entrepreneurship, global connectivity, security and rich diversity". In 2010, following a major review and public engagement exercise, BrandHK was updated, incorporating changes to its visual identity, core values, attributes and brand platform.

History

The idea of “branding” Hong Kong originated in 1997, when much attention was focused on the handover of Hong Kong to China. The handover led to concerns over Hong Kong's ability to remain as an international financial centre as well as a global city. The decision to develop BrandHK was finally taken by the Government of Hong Kong in 2000. Extensive research and consultation was undertaken in Hong Kong and internationally, leading to the choice of “Asia’s World City” as the brand motto that best reflects the city's traits, while a stylised dragon was considered to best represent the Hong Kong's visual identity. The Government Review in 2008 was undertaken to identify changes that had taken place in and around the city since 2001, and to incorporate those changes into the brand.


Promotions


The Government of Hong Kong has strongly promoted such branding, and has been well-known by Hong Kong people. Promotional items and banners have been seen on buses, ships, streets banners, etc.


First generation


File:HK CWB 銅鑼灣 維多利亞公園 Victoria Park 紅燈籠 red lanterns night Sept-2013 Asia's World City sign.JPG|BrandHK printed on red lanterns in Victoria Park File:HongKongWorldCityBanner.png|Promotional banners on the streets File:Hong Kong Brand 7020077.JPG|Branding on the exterior of a boat File:Hkapt brand.JPG|Branding in the Hong Kong International Airport File:Christmas in Asia's World City (3041812959).jpg|Banner in the airport File:2005TIBE Hong Kong Hall sign.jpg|Promotional poster captured in the Taipei International Book Exhibition Hong Kong's booth


Second generation


File:Star Ferry with Brand Hong Kong 5695.JPG|Branding on the exterior of a boat File:Hong Kong Brand banner 8473.JPG|Promotional banners on the streets File:HK Central 民耀街 Man Yiu Street footbridge banner FIA Formua E HKT ePRIX October 2016 DSC.jpg|Banners on a footbridge in Central for the Hong Kong ePrix Formula E event. File:HK City Hall City Gallery 中環 展覽館 view carpark Central Edinburgh Place Jan-2013 Hong Kong Asia's World City.JPG|Promotional banner near the City Gallery File:Hong Kong Airlines, A330-243, B-LNJ 20130918.JPG|BrandHK printed on a Hong Kong Airlines A330


Visual design


The original image design incorporated the Chinese characters of Hong Kong () as well as the city's initial 'HK'. In 2010, following a Government review, the dragon logo was updated, making the dragon head smaller and incorporating three streak of ribbons behind the dragon's head. It also brought a more colourful design, referring to Hong Kong's "diversity and dynamism". The blue and green ribbons symbolise the nature and sustainable environment of Hong Kong, while the red ribbon symbolises Lion Rock, indicating the spirit of the Hong Kong people.


Criticism





Design


Upon unveiling of the new-style "ribbon" logo in 2010, it was criticized that the fees paid to the branding company could not be justified by the limited updates to the logo. The article also included interview quotations from the designer of the previous brand image, who disliked the removal of the 'HK' and '香港' characters from the dragon 'flames', suggesting that the change reduced the meaning of the brand.


Branding


Despite the promotion from the government to build such image to the city, criticism has raised throughout the years. Incidents such as racist acts to ethnics minorities from police, news about Hong Kong's low city competitiveness rankings and low liveability rankings, and the intense conflicts between Hong Kong people and the Chinese government has raised doubt to such branding to the city.

References



External links


Official website
{{Asia topic|Brand Category:Culture of Hong Kong Category:Government of Hong Kong Category:Economy of Hong Kong Category:Tourism in Hong Kong