DNA
The visual identity of Brand Hong Kong comprises three main elements: a stylised dragon, the brandline “Asia’s world city,” and the logotype that reads “Hong Kong”. Additionally, BrandHK consists of four main parts: core value, attribute, brand positioning, and brand platform. These constituent parts are often referred to as the brand’s ‘DNA’, and were determined following the brand review and public engagement exercise during 2008.
The core values are chosen by Hong Kong people to reflect their attitudes and aspirations towards their city: "free", "enterprising", "excellence", "innovative", and "quality living." The attributes, also chosen via public research, are the unique characteristics of Hong Kong: "cosmopolitan, secure", "connected", "diverse", and "dynamic".
BrandHK continues to position Hong Kong as "Asia’s world city". The BrandHK platform describes Hong Kong as
| “ | “A free and dynamic society where creativity and entrepreneurship converge. Strategically located in the heart of Asia, it is a cosmopolitan city offering global connectivity, security and rich diversity, and is home to a unique network of people who celebrate excellence and quality living.” | ” |
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Famous quotes containing the word dna:
“Here [in London, history] ... seemed the very fabric of things, as if the city were a single growth of stone and brick, uncounted strata of message and meaning, age upon age, generated over the centuries to the dictates of some now all-but-unreadable DNA of commerce and empire.”
—William Gibson (b. 1948)