Now on its second year, the LongXi Catch—the innovative media extension of the LongXi ad awards—launched its new logo by the design duo of Jeremy Guo and Manco Wei from McCann Erickson Guangming Ltd/SGM Works Shanghai.
Guo, the logo designer, took one character of the Awards’ Chinese name and created the icon inspired by living cells’ ability to split, fuse and mutate—sort of an analogy of life, a combination of traditional and new. Wei provided the copy No Exit for Consumers to challenge advertising creatives to develop campaigns smart consumers cannot escape from.
Founded a decade ago, the LongXi Awards pays tribute to advertising in the Chinese language. Four advertising creatives in Hong Kong, namely Jimmy Lam, David Sun, Tomaz Mok and Peter Soh started the LongXi Awards as a challenge with the competition open to entries not just from Mainland
Attempting to elevate the creative and effective level of Chinese language advertising and generate a larger global audience, its international flair has bestowed over 2,500 awards on deserving advertising creatives and campaigns. More than 50 leading ethnic Chinese creatives have supported the Awards as members of its Grand Jury.
The Awards Body also has three specialized categories. The LongXi Nova is dedicated to developing a young, new and sharp breed of advertising creatives. The LongXi Design is intended to spur the growth of Chinese graphic design.
