Introduction

The General Association of Zhejiang Entrepreneurs (浙商总会 - GAZE), newly established in Zhejiang province is a non-profit organization with Jack Ma (Ma Yun / 马云) the founder of Alibaba Group as the first chairman.
October 2015, enhanced Inc. received a request to participate in the international competition for total visual identity proposal of the organization. To make the proposal, what we did first was to obtain information on history and the present of Zhejian province. After hearing on such information, we deepend further. By inflating concept and idea based on various historical material and information, we conducted a logo system construction that is simple and minimum but also stylish in looks, that could be loved for long span by not only organization members and people of China but by other countries as well.


Task

Develop the new logo system and visual identity


Result

After several adjustments from 1st proposal, logo of The General Association of Zhejiang Entrepreneurs was completed. From now on, this logo would be used in international conferences and forums, official business events, meetings by government and dignitary, souvenirs, pins for all members, etc.






The Vision of GAZE

The General Association of Zhejiang Entrepreneurs  (浙商总会 / GAZE) is to: The mission of the organization is to unite all Zhejiang entrepreneurs/businessmen who has been spread to all over the world and to promote the communication and cooperation among them. It is also set to promote the spirit of Zhejiang entrepreneurs/businessmen by holding different conferences, forums and events in different countries. Zhenjiang has many elite entrepreneurs/businessmen all around the globe. Cooperative with others who share the same hometown, the same cultural background and sprit, will enhance strength of organization as whole as well as beneficial for individual entrepreneurs/businessmen who belong to the association. 






4 Metaphors of the Symbol

The newly formed The General Association of Zhejiang Entrepreneurs (浙商总会 / GAZE) logo design features tradition of Chinese culture, and the unity of the association’s members, and innovations brought by integration of those two. 4 metaphors are applied to address such brand concept.

1. One of the Birth Place of the Civilization - Hemudu: 
Among the ancient artifacts excavated from the ruin of Hemudu Cultural site (BC5,000~BC4,000), there are hand woven carpets. Weaving of fibers and crafting them to various shapes of designs in this era marks a symbolic milestone. In order to commemorate the creativity, the design of woven fabric is used as metaphor of creativity, technology advancement and innovation.

2. Vertical and Horizontal Pattern of Woven Yarns: 
When yarns are woven together, they turn into strong cloth and it can be woven to larger clot or it can transform to various patterns. It is a metaphor which represents the thriving business brought by unity of its members, also represents the infinite potential and the prosperity of entrepreneurships enabled by Zhejiang business model connecting with the world.

3. Circle Shape of Globe and Earth: 
Circle shape is used for the metaphor, which expresses the success of the global business being built by Zhanjiang young entrepreneur’s endeavors. Also circle is symbolic to the completeness that addresses the superiority of the Zhanjiang business model.

4. Red and Water Blue: 
Color red used in design is the color of the national flag of PRC, which expresses the sprit of PRC, also expresses energetic sprits of Zhejiang entrepreneurs and businessmen. Blue is the color that addresses constant evolutions and progressiveness. When two colors of yarns are woven together, it generates innovation that is vital to the organization’s ultimate prosperity.



 
 
 
 
 
 
Logo arrangement proposal



Client: The General Association of Zhejiang Entrepreneurs (浙商总会 / GAZE)
Art direction and design: Hiromi Maeo
Project management: Kayoko Tuchiya
Range of work: Visual Identity development

2016~ Zhejiang, PRC
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