The brand values of legacy, pride, and familiarity will be reflected by the use of Chinese characters.
We will be dynamic, embracing and authentic through the use of modern elements - typeface like neon light; squares like street signs; movement like the way how signs overlap and form together on all those busiest streets like Shanghai, Hongkong.
In simplified Chinese characters, 'Chinatown' is written with three characters
'中 zhong(middle) 国 guo(country) 城 cheng(town)'
The base of our logo takes its form from the 'C' in Chinatown.
If we pixelate the capital 'C', we get three squares.
The pixel then form the square signs that Chinese characters are written in...
creating our logo.