The Visual Design of Crane Palace

The series of “The Crane Palace” brand design are inspired by The Emperor Huizong of Song Dynasty's art work "Picture of Auspicious Crane" as a reference. It centers on the crane element and combines oriental culture with contemporary Trend style to create a catering brand of crane culture with oriental humanistic atmosphere. And It is also an expression and exploration of the internationalization of traditional culture.
The crane element symbolizes the beautiful meanings of purity, longevity and good fortune in oriental culture. The crane image is abstracted and outlined with simple lines, which retains the elegace of the crane and gives the brand a sense of modernity.The brand name "Crane Palace" is based on The Song font and combines the line design of architecture from Song Dynasty . The brand font with thick and thin lines is coexisting with strength and beauty and meanwhile enhancing the brand's sense of stability and calmness
The color scheme extracts the color of "Picture of Auspicious Crane" and combines the golden color of aulic encaustitc tile as the main color of the brand .The color combination shows the beauty and nobility of oriental color
The design of this series includes symbolic logo, text logo, color system, auxiliary graphics, etc,and is also practiced in many subtleties of the space design. The design process integrate the brand content. As a result,the design is acted in the daily use of catering culture and guests experience as a part of contents of restaurant culture design. It enhances the integrity of the brand and systematization, so as to show the charm of oriental food culture in all aspects.