Public Brand for Yunnan Luliang Highland Vegetables Region

Luliang County, Yunnan, geographically located in the southwest of China, is known as the “Highland Water Town” for its unique climate, which leads to the original ecology and high quality of Luliang Highland Vegetables. With over 880,000 mu of highland vegetables cultivated, Luliang is believed as the largest production base for highland vegetables at the county level in China, as well as the largest open-air vegetable production base in China. To make this specific advantage stand out, the new brand logo of Luliang Highland Vegetables looks as a gold medal implying the original ecology and high quality endowed by the exceptional large-scale cultivated area and unmatched climatic conditions in China’s highland vegetables. The brand name “Luliang Highland Vegetables”, appearing as vertically aligned Chinese characters, stands in the center of the Gold Medal, with the bird spreading wings and biting vegetables. The logo is inspired by a local proverb “who knows if the vegetables are good or not, only the bird knows”. This proverb suggests that it is impossible to tell how a vegetable tastes like by its look. Only the person who tastes it can tell how it tastes like. The interesting graphic pattern spreads this idea and calls upon the public to taste Luliang Highland Vegetables in person and enriches the main picture. The beam light effect of the logo background highlights its endowed light condition and draws the visual attention to the brand name in the center of the gold medal. The lower rim of the gold medal shows an array of five stars symbolizing the five star-rated quality of Luliang Highland Vegetables.