碧湘楚巷 LOGO

This project involves designing the logo for CapitaLand Group’s first non-standardized commercial real estate project in Changsha, China, and also the group’s first such project globally. Located in the downtown area of Changsha City near the Xiangjiang River, it is a block-style commercial development. The project’s standout features include its landmark building, the Time Gallery, and the preserved historical relic building Tianfu Palace retained during urban renewal.
Thus, the logo graphic design is created based on the space lines of its landmark building (the Time Gallery), highlighting the project’s key features and memorable points. This enables the public to form associative memories through the logo and reinforces the project’s unique characteristics.
Simultaneously, we rooted the design in the Xiangchu cultural context (the cultural heritage of the Hunan-Hubei region). We extracted arc-line textures from structures like Tianfu Palace, integrated the spatial rhythm of ancient Xiangchu architecture into Chinese character forms to create a unique visual memory, and conveyed the core values of openness, inclusivity, and symbiosis through the flowing sense of alleys—showcasing cultural confidence.
For the logo’s VI color, we selected the vermilion red of Tianfu Palace, a hue imbued with historical memory, and crafted the design in a neo-Chinese style. We integrated the curvature of the building’s architectural features into the strokes of Chinese characters (e.g., the “pie” and “na” strokes) and applied contrasting color combinations.
The overall design metaphorically represents the continuous flow of cultural lineage. Using soft visual language to dissolve boundaries, it bears composite functions such as cultural display and international exchange, while enhancing spatial recognition and spiritual belonging.
As the first non-standard cultural tourism project in China, it breaks through the shackles of traditional standardized commerce. Always taking culture as its core, it coordinates the collaborative implementation of cultural expression, spatial creation, and commercial operation. The project delves into the heritage of local historical buildings, tells Chinese urban stories with innovative design language, and promotes the symbiosis of historical and modern spaces.