Brand Hong Kong’s visual identity has undergone a revitalization.

Brand Hong Kong (BrandHK), a communications platform launched in 2001 to promote the city, has been reviewed and revitalized, with minor changes to its message and also to its dragon logo.

The updated brand DNA, or basic elements that make up BrandHK, were announced by Hong Kong Financial Secretary John C. Tsang at a March 27 launch ceremony.

BrandHK’s five updated core values — what Hong Kong people cherish or aspire to — are:  Free, Enterprising, Excellence, Innovative and Quality Living.  Attributes, which describe Hong Kong’s perceived characteristics, have been revised as: Cosmopolitan, Secure, Connected, Diverse and Dynamic.  

These 10 adjectives or phrases describing BrandHK may sound “all too familiar,” Mr. Tsang said, but when compared with the brand’s old core values and attributes, one is able to discern some subtle, but important changes.

First, he pointed out that “Innovative” and “Quality Living” have been classified as “aspirational” values. Second, he highlighted the fact that “Quality Living” is a new core value and some of its elements, such as nature and heritage conservation and healthy work-life balance, were absent in the 2001 BrandHK launch.

In regard to BrandHK positioning, Mr. Tsang noted, “Survey findings revealed general support for Hong Kong to position itself as ‘Asia’s world city,’ so we have kept the brand positioning as it is.”

A Star Ferry shows off its new Brand Hong Kong colors at the launch ceremony on March 27.

The updated platform defines Hong Kong as a free and dynamic society, where creativity and entrepreneurship converge. Strategically located in the heart of Asia, it is a cosmopolitan city offering global connectivity, security and rich diversity, and is home to a unique network of people who celebrate excellence and quality living.

The most eye-catching update is the BrandHK visual identity, which maintains the essence of the original flying dragon — but with the dragon having evolved and changed color. It is the work of renowned Hong Kong designer Alan Chan.

“Feedback from the review showed general backing for the dragon, which has built up substantial equity over the years,” Mr. Tsang said. “There are also views that the visual identity should have a refreshed image to reflect the updated brand DNA.”

Mr. Chan said the blue and green ribbons that extend from the dragon symbolize blue sky and a sustainable environment, while Lion Rock, which represents the “can-do” spirit of Hong Kong and its residents, is silhouetted by the red ribbon.

Revitalization of the Hong Kong city brand follows an in-depth review in 2008 and 2009, which sought to engage a cross-section of the community in fostering a shared vision for Hong Kong and its branding.

The emphasis on “public engagement” and “vision co-creation” ensured that the updated BrandHK would not be out of touch with public perception, Mr. Tsang said.

Initiated by the Chief Executive in his 2007 Policy Address, the review ensured that “BrandHK evolves with the times and remains an effective communications platform” for promoting the city.

To gauge public views of and aspirations for the city, professional opinion surveys, consultation sessions, focus groups and vision co-creation workshops were held between May 2008 and April 2009. In addition, a web platform [myhk2020.com] was set up to further engage the public, and two creative competitions were held to tap participants' vision of an ideal Hong Kong. The results formed the basis of the revisions to the BrandHK DNA.

Nation/location branding expert Simon Anholt’s City Brands Index Reports surveyed external perceptions of the city. WebLedge, a customized Internet research tool, was then used to make Internet-derived comparisons between Hong Kong and other global cities.

An analysis of views compiled in the rebranding process has been uploaded to the revamped BrandHK Web site: [www.brandhk.gov.hk/en/about/development/revitalisation.html].