On the afternoon of July 23, the launch event for the brand image of the Greater Zhangjiajie International Tourism Area was held in Changsha. The Hunan Provincial Department of Culture and Tourism released its promotional video, brand logo, and slogans.

The brand image of the Greater Zhangjiajie International Tourism Area comprises the Chinese characters "大张家界," the English name "GREATER ZHANGJIAJIE," and a logo in the shape of the character "仙" (meaning "immortal").

The brand logo is the Chinese character "仙," rendered in the style of ink-wash brushwork. Hidden within its structure are the characters for "山 (mountain)" and "人 (human)"—the character "山" lies within the character "人," and the human moves along the mountain's path. This illustrates the concept of "human and the mountain are interdependent, secluded in a fairyland." The brushwork draws inspiration from Wu Guanzhong's ink-wash landscape style, featuring freehand, dynamic lines where solid and void elements interplay each other. At the same time, the logo also embodies the broader vision of Greater Zhangjiajie: blending the wonder of Zhangjiajie, the mystery of Xiangxi, the charm of Huaihua, the elegance of Shaoyang, and the vitality of Changde—five distinct qualities fused within every stroke.

The Greater Zhangjiajie International Tourism Area has two brand slogans, one for the international market and one for the domestic market. The international brand slogan is "MORE THAN WONDER"; the domestic brand slogan is "FAIRYLAND GREATER ZHANGJIAJIE, MYSTERIOUS WESTERN HUNAN."

This article is from the Hunan Provincial Government www.enghunan.gov.cn.

Translator: Xiao Juan 

Chinese source: hunan.gov.cn