North Bund is located at the intersection of Suzhou River and Huangpu River in Shanghai. Its unique geographical location and historical, cultural value have endowed it with the future development benchmark of Shanghai and even China: North Bund is across the river from the Bund and Lujiazui. The linkage and integration of the golden triangle formed by the three will incubate a world-class city center. North Bund brings together the three giants of China’s shipping. It is the hub of future shipping business and the watergate of Shanghai. North Bund has a profound cultural heritage and significant historical and cultural value. It is the cradle of Shanghai’s Shanghai style and shipping culture.

To highlight the unique status of North Bund in the future and the importance of external display, the government hopes to make it have a matching image recognition through branding and become a city business card for Shanghai and even China in the future. The design revolves around the three core characteristics of North Bund: culture, connection, and future. Despite its clear foresight and cosmopolitan nature, North Bund’s roots are still in China. In addition to its cultural attributes, the design is based on the Chinese character “北”, which is abstracted and deformed to form the core symbolic graphic of the North Bund brand. As a connection, that is, the linkage and integration of the two sides of the Huangpu River, the graphic design consists of the north and south sides. The blank space in the middle symbolizes the Huangpu River, the golden tip on the north side symbolizes the location of North Bund, and the four arrows merge into a twinkling star, symbolizing the meaning of North Bund as a future star. The overall graphic design integrates the culture, connection, and future characteristics of North Bund harmoniously and innovatively.

When it comes to visual communication, the design is not just about creating a logo or a brand image. It’s about interpreting the application of symbols into different media of North Bund in the future. From flat graphics to dynamic visual interpretation to three-dimensional stereoscopic installations, the design ensures a comprehensive and diverse visual representation of North Bund. This approach gives the brand a dynamic, ever-changing, innovative, and yet unified visual image. The design not only strengthens the historical and cultural significance of North Bund but also gives it a more benchmarking visual image that matches the future city, from the inside out.