The Old Town
of Lijiang

Brand Design 



Spring 2018

Created an identity system for a UNESCO World Heritage Site for my Design Synthesis class. I picked the Old Town of Lijiang in China because of my studies in chinese and because I have visited the site. The project involved creating a branding system that included business materials
advertisements and website. 

Project Details

As a semester-long project for my Graphic Design Synthesis class at Northeastern, designed an identity system for a World Heritage Site. I chose The Old Town of Lijiang as my site because of my personal interest in Chinese language and culture. The project involved designing a logo and branding system that reflected the site. We then were tasked to implement this system in a series of 2D, 3D, and digital design pieces

Typography, Colors, and Patterns

I settled on using the bridge as the mark for my logo because of the importance of waterways. For this reason, I chose a Chinese pattern for water to use on the back of printed material, or inside envelopes. For the color palette, I chose red, white and gold because of their importance in Chinese culture.