The Dragon’s New Clothes and Tail

It’s funny to recall “design memories” and I never thought I would look back to 2001 with a weird sense of nostalgia when Landor introduced the identity for Brand Hong Kong (BHK), it felt like the culmination of great work after big successes like FedEx, John Deere and BP. At the time, it was one of the most prominent efforts to brand a destination and Landor had done it pretty amazingly. Managed by the Government’s Information Services Department, the goal, then and now, for BHK is simply to establish the city as not only the most cosmopolitan city in Asia but around the world — to be more specific, BHK must communicate “Cosmopolitan, Secure, Dynamic, Diverse, and Connected” as attributes of the city, and “Free, Enterprising, Quality Living,