FIRE DRAGON CENTRE
How to reinterpret traditional culture through modern design.
The Tai Hang Fire Dragon Heritage Centre is situated at 12 Book Street, Tai Hang. This Grade 3 historic structure was originally established as the Confucian Academy during the late Qing Dynasty. Today, the Centre showcases the nationally recognised intangible cultural heritage of the Tai Hang Fire Dragon Dance, helping to preserve the unique customs and cultural heritage of the area.
Since 2017, we have served as the brand creator and custodian for the Centre. Our responsibilities have included developing brand identity, creating communication materials, and designing the building’s structure. While many ideas were modified or set aside for various reasons, the essence of our brand design continues to thrive and is expected to be revisited with a complete presentation in the future.
The logo
Inspired by the Chinese character “龍” (dragon), the design lies flat to symbolise a dancing dragon. The vertical strokes have been slightly altered to represent the incense sticks, a significant feature of the Fire Dragon. This logo has been widely recognised by both the local community and the government.
The original design of the perforated metal wall panel for the lift shaft features a glass-walled lift inside. At night, when smoke from the incense sticks rises, the light inside the lift illuminates the smoke, creating a series of light beams that resemble a Fire Dragon soaring up and down.
Brand identity and name card design.
The proposed brand identity is showcased on the banner.
Additionally, adhesive tape has been designed for its souvenir shop.
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