The graphic element is an "X" shape, derived from the initials "XY" of "Xingyuan" in pinyin. This design incorporates the "X" shape while preserving the established brand identity to the greatest extent possible. All angles within the graphic are at the golden 60-degree angle, creating a stable and orderly visual aesthetic. This results in a more complete, seamless, and unified international brand image.

The standard colors for the graphic are Xingyuan Blue and Ecological Green. Blue naturally evokes images of rivers, lakes, seas, and the sky, and the highest virtue is like water, which benefits all things. Xingyuan Environment`s development stems from a genuine understanding and reverence for the environment. Ecological Green, in cultural imagery, symbolizes the growth of life, containing a vigorous and upward-moving life force.

The characters in the logo are Han Dynasty clerical script, a symbol of epoch-making change that best represents the beauty of Chinese characters. Using Han Dynasty clerical script as the main visual symbol of Xingyuan Environment`s logo not only inherits the profound and stable mainstream cultural temperament, but also has good recognizability.

The "XY" shape, composed of Xingyuan Blue and Ecological Green, interprets Xingyuan Environment`s understanding and awareness of environmental value. The Han Dynasty calligraphy represents the national spirit of Chinese culture, conveying the characteristics and elegance of Eastern humanism. Their combination expresses that in today`s world where the human living environment faces unprecedented challenges, Xingyuan Environment has never stopped practicing its responsibility and sentiment of "protecting green value and sharing the global environment".

Shandong Jiaxiang Wushiyu Scenic Spot Project - Case Study