Bangkok
Bangkok
Study and redesign of the Bangkok city branding. Adapting the city’s long history to the new trends and global tourism.
The aim is to redesign the city's logo while creating a corporate image, which it currently lacks.
The redesign’s objective is to convey the character of the citizens more faithfully and attract a more select audience through a simpler and more refined image.
The city wants to project an image of refinement, modernity, economic power and warmth.
Another aspect is the need for a new image that is better suited to today's youth, following a series of protests that have forced constitutional reforms in the country.
The key concepts to be addressed are: modernity, friendliness, simplicity.
First ideas
Based on the concepts explored, three different styles of imagery were created focusing in each of the concepts: Modernity, Friendliness and Simplicity.
Chosen image
For the final image we chose a simple typographic logo that combined the roman alphabet with the traditional Thai script, making it modern but still keeping the traditional Thai style combined with the pre-existing color.
Color:
C=89
M=37
Y=86
K=36
R=16
G=91
B=55
#105b37
Logo Variations
From the final image, different variations were created of the logo for different uses. One governmental variation, one tourism variations and two reduced versions were created.
Governmental version
Tourism version
Simplified version 1
Simplified version 2
Typographies
Two different typographies were chosen, one for the Thai language elements and one for the English language elements.
Thai:
PSL Ornanong Pro
English:
Motiva Sans
Icons
Icons to be used in signage were also created based on the geometric shapes extracted from the typographic logo.
Application
Here are some examples of usage of the brand identity and elements created:
Business card
Flyer
Lightbox
Magazine article
Oficial documents
Banners
Foldable leaflet map
Bookmark
Signage
Promotional video
The following social media video showcases the tourism version of the logo and the brand identity’s pitch on social media.
Social media video
With the final branding design we achieved a modern and minimal image making the city as attractive as its counterparts from neighbouring countries while keeping the traditional and unique essence of the Thailand’s culture.