HKETO ASSG

BrandHK’s visual identity incorporates a stylised “flying dragon” – a mythical and powerful icon that links the city’s historic past with its energetic modernity.

The colourful ribbons extending from the dragon evoke versatility, diversity and dynamism. The blue and green ribbons symbolise blue sky and a sustainable environment, while the red ribbon is a silhouette of Lion Rock – a local landmark representing the “can-do” spirit of Hong Kong people.

The idea of “branding” Hong Kong emerging in 1997 when much attention focused on Hong Kong’s return to the Motherland. It was the ideal time to shape a visionary unique identity for Hong Kong.

The Commissioner on Strategic Development, a group of senior public and private sector representatives advising the Chief Executive, recommended in 2000 that: “…Hong Kong needs to promote its unique position as one of the most cosmopolitan and vibrant cities in Asia to a wide range of international audiences. A successful external promotion program can have a significant positive impact on Hong Kong’s ability to achieve a number of key economic, social and cultural objectives.”

In short, Hong Kong needed to identify its own unique brand. To prepare for the launch of the BrandHK programme, the Hong Kong Special Administrative Region (HKSAR) Government commissioned a team of international communications experts to research the city’s core values and attributes and develop a strategy to position the city.

A year of extensive research and consultation was carried out among opinion leaders in Hong Kong and overseas. The findings concluded that the positions as “Asia’s world city” best reflected the city’s unique features – Hong Kong as a natural, vital and multicultural gateway not only to and from China but also the rest of Asia and beyond.

Research at that time showed the top five core values associated with Hong Kong were: progressive, free, stable, opportunity and high quality. The most recognisable attributes were: innovative, cosmopolitan, enterprising, leader and connected.

The challenge of designing a unique visual identity reflecting these values and attributes involved a team of international and Hong Kong-based designers. Many designs were considered and those shortlisted were rigorously tested in Hong Kong and abroad.

The survey showed that the stylised dragon incorporating the letters H K and the Chinese characters for Hong Kong – 香港 – was well received and easily understood by both local and international groups. It represented Hong Kong’s continuing link with a historical and cultural icon. A combination of modernity and antiquity, the dragon also symbolizes the meeting of East and West that makes Hong Kong so special.

BrandHK was launched in May 2001 before an international audience at the Fortune Global Forum in Hong Kong. Since then, BrandHK has been the global communications platform that provides maximum synergy or a number of stakeholders who have an interest in promoting Hong Kong to different international audiences.

Hong Kong is a dynamic, modern city – multi-dimensional and always changing. Like the city it represents, BrandHK must also evolve with the times.

In 2008-09, a thorough review of BrandHK was undertaken. A key objective was to create a shared vision for Hong Kong among local people. So, besides research on international perceptions, much emphasis was also placed on public engagement in Hong Kong to gauge the community’s perception and aspirations.
Results from over a year of consultations and research showed that the bran’s core values and attributes were largely still valid, but the local community had stronger aspirations for quality living and sustainable development. Innovation and creativity also become more important for Hong Kong to maintain its competitiveness as a world city in Asia.

Analysis of views made a clear case for retaining the dragon icon and the brand positioning which had built up considerable “brand equity” over the years. Both were well recognized I connection with Hong Kong. In particular, most agreed that the city was even more “Asia’s world city” than it was at the start of the millennium.

As a result of the review, the brand’s core values and attributes were aligned to the new findings, while the visual identity was modified to include elements to make it appear more dynamic.

The revitalized BrandHK was launched in Hong Kong in March 2010 and introduced to international and mainland audiences at the 2010 World Expo in Shanghai.

An important finding of the international perception survey was that while Hong Kong is famous for its hard assets such as skyscrapers, infrastructure and transportation network, little is known about the city’s soft assets.

People outside are generally unaware of Hog Kong’s many soft appeals such as beautiful countryside, rich cultural lie and international sports events. The quality of key institutions – universities, the media, civic organisations and less tangible features such as the rule of law, freedom of expression and association, free flow of immigration, openness and diversity and our hard-working, well-educated people – are all valuable soft assets of the city.

To bridge this perception gap, an integrated marketing campaign, “Faces of Hong Kong”, was launched in 2010 to add warmth to Hong Kong’s image. Through print, electronic and online media, the campaign personifies different aspects of “Asia’s world city” gthrough genuine stories of people living in Hong Kong. The campaign ran until mid-2015.

In June 2015, a new BrandHK campaign – “Our Hong Kong” – was launched to reinforce Hong Kong’s key strengths and soft poser. The campaign rides on the Brand’s core values and attributes.

The BrandHK Management Unit (BMU) of the Government’s Information Services Department supports local and international promotional activities that reinforce Hong Kong’s positioning as “Asia’s world city”.

The BMU handles advertising, publications, souvenirs and co-branding with major events in the city. The BMU supports publicity and promotion efforts by HKSAR Government offices around the world, especially Economic and Trade Offices, and co-operation with media organisations, creative industries, youth groups, universities and non-government organization (NGOs) on joint projects.

(Government bureau/departments, quasi-government organisations and NGOs engaged in international promotions of the city are all stakeholders in BrandHK. They include InvestHK, Hong Kong Tourism Board, Trade Development Council and NGOs requiring a positive communications platform for external publicity.)

(The Brand has become associated with major international events held in Hong Kong, including all those sponsored by the Mega Events Fund, all “M” Mark supporting events and other sports, cultural and business events such as the Hong Kong International Dragon Boat Carnival, Hong Kong Flower Show, ASIAN Financial Forum, Entertainment Expo Hong Kong and Hong Kong International Film Festival – to name just a few.)

BrandHK supports premier events that showcase Hong Kong on the global stage, and works to associate the Brand with major international events, such as the Hong Kong Rugby Sevens, Entertainment Expo Hog Jong and the Hong Kong International Film Festival to events sponsored by the Mega Events Fund including the Hong Kong Tennis Open and the Hong Kong Open Golf Championship.

Recent events organized abroad under the BrandHK banner include the Lord Mayor’s Show in London, Hong Kong Film Festivals and Dragon Boat Festivals in Europe, North America and Asia, as well as Chinese New Year celebrations in various foreign cities.

The BMU works closely with the public and private sectors to ensure the Brand is used effectively and in a consistent manner.

The BrandHK visual identity is copyright protected. To apply to use it, pleas email BMU at [email protected].

For more information, pleas visit www.brandhk.gov.hk