Xining, China – September 2, 2024
ByLeaf Pan, China News Service
Xining, the capital of Qinghai Province, has officially unveiled its new image logo and city IP featuring the snow leopard, marking a significant step in branding the city as the Snow Leopard Capital.
A Symbol of Natural Heritage and Urban Identity
On September 2, the city of Xining held a press conference to unveil the new logo and IP, which are designed to encapsulate the city’s unique cultural essence and natural heritage. This initiative is part of Xining’s broader strategy to enhance its urban image and promote its rich biodiversity, particularly focusing on the snow leopard, a species native to the Qinghai-Tibet Plateau.
The logo, designed with the initial letter X of Xining and the Chinese character for west (西), integrates elements such as the snow leopard, the King of the Snowy Mountains, the Qinghai-Tibet Plateau, ecological harmony, and the sources of three major rivers. The design is smooth and aesthetically pleasing, reflecting the basic connotation, typical characteristics, and cultural essence of Xining’s Snow Leopard Capital brand.
The Creation of ‘Ningmeng’: A Friendly and Approachable City IP
The city IP, named Ningmeng, draws inspiration from the natural形态 and ecological habits of the snow leopard. The design uses a combination of realistic and abstract techniques, with soft and rounded lines to create an adorable and approachable visual image. This character is intended to represent the resilience, gentleness, and friendliness of the snow leopards, which in turn reflects the spirit and cultural characteristics of the people of Xining.
A Commitment to Conservation and Ecological Development
The initiative to brand Xining as the Snow Leopard Capital is more than just a marketing strategy; it is a commitment to conservation and ecological development. The city is leveraging the unique characteristics of the snow leopard to promote environmental awareness and sustainable development.
According to Wang Kuiju, Deputy General Manager of Xining Cultural Tourism Development Investment Co., Ltd., the city has established a long-term scientific research base for snow leopard breeding, which is the only one of its kind in the country. The base has bred 12 internet-famous snow leopards, whose stories are being used to explore the cultural and ecological values behind the city’s rich biodiversity.
The snow leopard’s indomitable and gentle nature is being used to symbolize the spirit of the people of Xining, highlighting the city’s unique cultural characteristics. Creating the ‘Snow Leopard Capital’ initiative is of great significance for guiding society to pay attention to snow leopards and the environment, achieving harmonious and sustainable development between humans and nature, and endowing Xining with a new urban spirit and cultural connotation in the new era, stated Zhao Guowu, Deputy Director of the Xining Municipal Propaganda Department.
A Multi-Faceted Approach to Urban Branding
Xining’s approach to urban branding is comprehensive and multi-faceted. The city has developed a strategic plan that includes scientific research, logo system construction, cultural connotation extension, cultural tourism integration, and public opinion guidance. The plan aims to promote the Snow Leopard + Ecology theme, collect and promote Snow Leopard + Logo, and organize Snow Leopard + Xining city promotions, among other activities.
Additionally, various regions within Xining are actively exploring Snow Leopard + integrated宣传 modes, incorporating local cultural tourism features and creating internet sensation hotspots to meet the needs of tourists. This includes designing cultural tourism images andWeChat emoji packs, as well as launching creative products such as snow leopard-themed stamps, cartoon snow cones, and embroidered items.
The city is also hosting cultural tourism events like the 2024 Xining Half Marathon and the Snow Leopard Basketball Carnival to further enhance the吸引力 and influence of Xining as an international ecological tourism destination.
With the official unveiling of the image logo and city IP, Xining is poised to become a beacon of ecological conservation and cultural tourism, leveraging the iconic snow leopard to promote a sustainable and harmonious relationship between humans and nature.
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