The ideal brand structure for Shanghai Architecture Design and Research Institute (hereinafter referred to as "Shanghai Institute") must have a simple, straightforward and well-described brand strategy that helps Shanghai Institute to clearly and unambiguously present its unique position in a rapidly changing market. The brand concept and visual identity of Shanghai Academy was developed after a long period of in-depth analysis and research. The spirit, brand values, personality and key brand elements represented by the Shanghai Institute brand, the main concept of the Shanghai Institute communication platform. We wanted to define what the Shanghai Institute brand represents to internal and to external audiences. We created multiple components for the Shanghai Academy brand identity to reflect and support the company culture, and brand platform of Shanghai Academy. It reveals what the brand means for the present and suggests how the brand will shape the future. It provides direction for all creative and strategic activities and is the spinal cord of an integrated branding system. Maintaining consistency in the style of all visual and verbal communication materials and striving for accuracy in the application of the logo are key to leveraging the power of the brand to achieve corporate goals.
Shanghai Institute, formerly known as Shanghai Civil Building Design Institute, was established in 1953, is a comprehensive architectural design institute with qualifications in engineering consulting, architectural engineering design, urban planning, building intelligence and system engineering design, and is also one of the largest design companies in China and the world, and is rated as a "high-tech enterprise" in the architectural design industry. "With 70 years of accumulation and development, the history of Shanghai Institute is closely linked with the development of the country and the city in various periods, leaving a page of remarkable chapters in the history of the construction of new China.