History
The idea of “branding” Hong Kong originated in 1997, when much attention was focused on the handover of Hong Kong to China. The handover led to concerns over Hong Kong's ability to remain as an international financial center as well as a global city. The decision to develop BrandHK was finally taken by the Government of Hong Kong in 2000.
Extensive research and consultation was undertaken in Hong Kong and internationally, leading to the choice of “Asia’s world city” as the brand motto that best reflects the city’s traits, while a stylised dragon was considered to best represent the Hong Kong’s visual identity. The government review of 2008-09 was undertaken to identify changes that had taken place in and around the city since 2001, and to incorporate those changes into the brand.
Upon unveiling of the new-style 'ribbon' logo in 2010, it was criticized that the fees paid to the branding company could not be justified by the limited updates to the logo. The article also included interview quotations from the designer of the previous brand image, who disliked the removal of the 'HK' and '香港' characters from the dragon 'flames', suggesting that the change reduced the meaning of the brand.
Read more about this topic: Brand Hong Kong
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