Yanqing unveils new branding and mascot ahead of 2019 Beijing Expo
- By Guo Xiaohong
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E-mail China.org.cn, April 1, 2019
Yanqing district is famous for its picturesque landscapes of rolling green hills, crystal waters, and is also home to the UNESCO World Cultural Heritage site - The Great Wall. The district, which is in the northwestern part of Beijing, unveiled its new branding ahead of the upcoming 2019 Beijing Expo. Yanqing is also one of the three major competition zones for the 2022 Winter Olympics.
"We have integrated Yanqing's ecology, heritage and its time-honored Guishui River into our new branding design for Yanqing," said Feng Jun, chief designer at the Beijing Lepin Design Company. "For the design of the logo, we used the infinity symbol '∞' as a source of inspiration to embody the boundless potential Yanqing has in the future." His team took a year to complete the district's new design and logo.
"This new image has effectively converted the visual image of Yanqing into a brand," said Associate Professor Qian Zhe from Tsinghua University's Academy of Arts and Design, who was a consultant in the design process. "It also highlights Yanqing's sustainable development of its ecology, economy and society. Therefore the image is both attractive and also represents a strong commitment to sustainability."
Yanqing also launched its slogan "Beautiful Yanqing Great Wall" and its mascot Yanyan.
The adorable mascot, Yanyan, is pictured in clothes with patterns of the three major features of Yanqing - its greenery, winding mountains and Guishui River. Between them all is the enduring symbol of the Great Wall. The mascot's name "Yanyan" also represents Yanqing's long history and sustainable development.
"Yanqing's new image visually portrays a green, high-quality and sustainable mode of development, which is the vision we cherish for the future," said Huang Keying, head of Yanqing's publicity department at the launch ceremony on March 29. "We will make Yanqing more well-known and competitive during our hosting of the Beijing Expo."
Yanqing is expected to receive 16 million exhibitors and visitors from around the world during the world horticultural gala, which runs from April 29 to October 7.
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