Brand Hong Kong

Brand Hong Kong (BrandHK) is a government programme launched in 2001 designed to promote Hong Kong as "Asia’s World City." The purpose of this concept is to create a reputation for 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 of "creativity, entrepreneurship, global connectivity, security, and rich diversity."

Brand HK, often referred to in the context of Hong Kong, can pertain to various sectors, including fashion, technology, and local culture. It is also associated with local brands or products that emphasize Hong Kong’s unique identity.

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 more 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. This led to the choice of “Asia’s World City” as the brand motto that best reflects the city's traits. 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, which has become well-known by the people of Hong Kong. Promotional items and banners have been seen on buses, ships, streets banners and more.

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:Hong Kong Brand 7020077.JPG, Branding on the exterior of a Star Ferry
File:Hkapt brand.JPG, Branding in the Hong Kong International Airport
File:Christmas in Asia's World City (3041812959).jpg, Banners in the Hong Kong International Airport
File:2005TIBE Hong Kong Hall sign.jpg, Promotional poster captured in the Taipei International Book Exhibition Hong Kong's booth

Second generation

File:Connected 11.jpg, Branding on the exterior of a Star Ferry
File:Hong Kong Brand banner 8473.JPG, Promotional banners on the streets
File:Brand Hong Kong tram 20240524.jpg, Branding on the exterior of the Tram
File:Brand Hong Kong 20240524 (Route 2).jpg, Branding on the exterior of a bus
File:Brand Hong Kong streets banner.jpg, Promotional banners on the streets
File:Airbus A330-300, F-WWYI.jpg, BrandHK printed on a Hong Kong Airlines Airbus A330
File:Brand Hong Kong HK Airpot counters.jpg, Branding on the service counters at Hong Kong International Airport
File:Brand Hong Kong Airport (LED display).jpg, Branding on the LED lightbox at  Hong Kong International Airport restricted area

Visual design

The original image design incorporated the Chinese characters of Hong Kong (), as well as the city's initials "HK."

In 2010, following a government review, the dragon logo was updated, making the dragon head smaller and incorporating three streaks 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 blue sky and sustainable environment of Hong Kong, while the red ribbon symbolises Lion Rock, indicating the "can-do" spirit of the Hong Kong people.

Criticism

Design

Upon unveiling of the new "ribbon" logo in 2010, there was criticism around the fees paid to the branding company and how they 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 government's promotions and attempts to build this image for the city, criticism has been 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.

2019-2020 Hong Kong Protests

The protests drew international attention, highlighting issues related to democracy and human rights. This shifted the global narrative around Hong Kong from its status as a thriving financial hub to a city facing significant political unrest. The protests sparked a stronger sense of local identity among many residents, emphasizing civic engagement. However, this also led to divisions within the community and challenges in fostering a cohesive identity for BrandHK.

References

External links

Official website
{{Asia topic, Brand

Culture of Hong Kong
Government of Hong Kong
Economy of Hong Kong
Tourism in Hong Kong