Hong Kong introduced its new visual brand identity to Canada today (June 1), at a reception in Toronto, to over 400 invited guests. The new identity is a stylized dragon with the slogan "Asia's world city".

"The new visual identity encapsulates Hong Kong's image as one of the world's most cosmopolitan and vibrant cities, reflects the rich culture and unique heritage and challenges you to explore Hog Kong as a visitor, an investor and an admirer," said Mrs. Rosanna Ure, Director, Hong Kong Economic and Trade Office in Canada, and host of the reception.

The brand identity was designed to communicate Hong Kong's link to an historical and cultural icon. The flowing lines of the dragon mirror Chinese calligraphy. The dragon incorporates the letters 'H' and 'K' and the Chinese characters for Hong Kong. This dual expression symbolises a blend of East and West that characterises Hong Kong. The dragon's smooth, fluid shape imparts a sense of movement and speed, communicating that Hong Kong is forever changing.

The visual identity's dynamic and contemporary rendering captures Hong Kong's passion to be daring and innovative, and a can-do approach towards bringing visionary ideas to life.

"The special presentation is part and parcel of our continuing global strategy to focus the world's attention on the many facets of Hong Kong," said Mrs. Ure. The new branding was launched on May 10 in Hong Kong and is being used worldwide.

Throughout its history, Hong Kong has reinvented itself, to meet the demands of its own people and of the world around it. After WWII, it became a manufacturing centre, creating employment for its citizens and inexpensive products for a demanding world. It evolved from being a strong centre for commerce in Asia in the 1970s, to a financial centre in the region in 1980s and 1990s. Today, Hong Kong is poised to be the IT hub for Asia.

"High connectivity, excellent telecommunications infrastructure and projects such as the Cyberport and Science Park help to establish and nurture a world-class technology community dedicated to applied research and development," says Mrs. Ure. HK is ranked as one of the top 10 places in the world with the best e-commerce readiness.

Hong Kong is mainland China's biggest trading partner and is the gateway to China. The proximity and close relationship with this giant provide a number of advantages for Hong Kong. The long-established trading partnership with the mainland businesses makes Hong Kong an ideal ally to overseas corporations, which are looking for expansion opportunities in China. The abundant opportunities created by China's imminent accession to the World Trade Organisation have already attracted many Canadian companies to set up their base in Hong Kong. Indeed, as of mid-2000, over 3,000 international corporations have established their regional headquarters and offices in Hong Kong.

Mrs. Ure also introduced Hong Kong as a place to visit, and informed the guests at the reception that out of 13 million overseas visitors who came to Hong Kong in 2000, 250,000 are Canadians. As a matter of fact, Hong Kong is the most popular single city tourist destination in Asia.

Joining the Hong Kong Economic and Trade Office at the reception were the Hon. Dr. Rey Pagtakhan, Secretary of State for Asia Pacific and the Hon. James Flaherty, Deputy Premier and Minister of Finance, Government of Ontario.

The Hong Kong Economic and Trade Office, which serves as a link between Hong Kong and the Canadian business community, was opened in 1991. Its main function is to facilitate exchanges between Hong Kong and Canada, with a particular focus on trade and economic relationships.

For further information please contact Chief Information Officer, Jean Chan at 416-924-5544 or [email protected].







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