DunHuang Brand Identity Design

This project focuses on creating a refreshed brand identity for the city of Dunhuang — a destination known for its rich cultural heritage and unique landscapes. While Dunhuang holds strong historical and cultural value, its existing branding lacks distinctiveness and fails to fully communicate what makes the city truly special.
Through research and analysis of current tourism materials, audience perception, and competitive destinations, I identified key gaps in how Dunhuang presents itself to the public. The new brand identity aims to better reflect the city’s unique essence by emphasizing its cultural depth, iconic landmarks, and artistic legacy.
The design system includes a logo, typography, color palette, and visual language that together create a cohesive and memorable identity. The goal is to help Dunhuang stand out through clear storytelling and culturally grounded visuals, appealing to both domestic and international audiences.
By reimagining the city’s brand through design, this project seeks to bridge the gap between Dunhuang’s rich history and its contemporary potential as a destination.