Identity · Shanghai

The Great World

A complete identity for Shanghai's historic entertainment landmark — from the logo that abstracts the building's tower, through the corporate system and a full pictogram language, to the wayfinding that guides visitors across four floors.

ClientThe Great World

Year2017

LocationShanghai, CN

Recognition1st Prize · International Logo Design Contest

Overview The Great World identity — logotype and mark over an aerial view of the restored Shanghai landmark.

Logo The primary mark abstracts the building's landmark tower in colour; paired with a warm, rounded wordmark.

Corporate identity Letterhead, business cards and envelopes built on the multicolour tower pattern, bilingual EN / 中文.

Opening campaign The Great Opening — outdoor poster system, 01 | 06 | 2017.

Icons A bespoke pictogram set — exhibition, performance, education, food & culture, services.

Wayfinding Floor-by-floor signage and directory system across the four levels.

Photography Performance and venue photography in the restored building.

Venue The restored historic atrium under its illuminated roof.

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