The “opening” of a “window” can bring a national honor. The State-owned Assets Supervision and Administration Commission of the State Council recently announced the SOE Brand Building Selection 2021, and Impression West Lake from Hangzhou was picked as the “Exemplary Case of SOE Brand Building 2021”.
Of the 100 brand building cases nationwide, 32 are local SOEs and two are from Zhejiang. Impression West Lake is one of the two winners and Hangzhou’s sole representative.
The honor won by Hangzhou Yinxiang Xihu Culture Development Co., Ltd., the company submitting the brand case, means the brand upgrading and renewal of Impression West Lake has won recognition at the national level.
The logo of Impression West Lake changed last September. The original logo is the reflection of the four characters “Yinxiang Xihu” on the lake surface, while in the new one, “Yinxiang (impression)” is replaced by the image of mountain and “Xihu (West Lake)” by that of water, with the two images together constituting a square window.
The new logo symbolizes a window into Chinese culture, expressive of a modest and profound world of Eastern aesthetics, as well as the brand ethos Impression West Lake carries, that is “Chinese Culture, Global Expression”.
After the upgrading, the brand was spread at a wider scale with good results. Its logo was renewed last September on the company’s official WeChat account, drawing a record number of browses and followers. A month later, the Impression West Lake Cultural and Creative Gift Store was opened with its entrance decorated with visual elements of the new logo. Cultural and creative products like business cards, show tickets, envelopes, writing paper, red envelopes, and canvas tote bags were also rolled out, winning high popularity and applauses.