Cannes Lions

QUEST NINE LOGO

DONGDAO CREATIVE BRANDING GROUP, Beijing / QUEST NINE CLUB / 2015

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

JiuCengTai, its Chinese name, literally means ‘Nine-Level Stage’, which is derived from the proverb “a nine-level stage arises from baskets of earth”. Quest Nine reflects the essence of the Chinese name, as “quest” describes the mindset of pursuing things at the highest level.

In Chinese culture, Nine (? pinyin jiu) is considered a good number, because it sounds the same as the word "long-lasting" (? pinyin jiu). Nine is strongly associated with the Chinese dragon, a symbol of power. The logo adopts fine lines resembling drifting clouds and water, consistently rising, and finally transforming into a dragon at the ninth level.

Outcome

The logo uniquely presents its Chinese name through fine lines, which resemble drifting clouds and water, consistently rising, and finally transforming into a dragon at the ninth level. The visuals present an aesthetic brand experience by elegantly combining cultural and industrial characteristics. The simplicity of black and gold (color) symbolizes the quest for excellence.