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Go Logo! A Handbook to the Art of Global Branding by Mac Cato

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Text
125Twelve Key Determinants to Creating Successful Brands
C H N A
I
n 1978, China outlined the Four Modernizations policy, marking the
beginning of China’s reform era. A lot has changed since then, at an
astonishing speed and in all dimensions. China has become a factory
to the world, a vital part of the global supply chain, and “Made in
China” has become a familiar label on many products. Unfortunately,
too little is known about the creative energy that has been unleashed in
contemporary China. Over the last three decades, the Chinese design
profession, starting with the early pioneers of design, has been constant-
ly developing ways to accommodate, reflect, and inspire the contempo-
rary Chinese lifestyle. For generations, the Chinese creative profession
has been striving to establish its unique identity and is now creating a
design language that is becoming a factor on the international stage.
In the following pages, I have tried to capture the changing landscape
of the Chinese design profession by introducing and interviewing four
designers of three generations.
Yan LInG Wa n G, Assistant Professor of Design
at the College of Architecture, Design, Art and Planning
(DAAP), University of Cincinnati
Yanling Wang grew up in Guanghzou and studied in a
unique five-year program of product design, architecture,
interior design, landscape architecture, and car design at
Tongji University in Shanghai. She returned to Guanghzou
for a master’s degree in product design at Guangzhou
Academy of Fine Arts and worked as a professional
product designer at Formstudio. With Professor Huiming
Tong, she wrote the book 100 Product Designers in 100
Years. In 2005, she earned a master’s degree in graphic
design at Iowa State University. Currently, she is an as-
sistant professor in the College of Design at the University
of Cincinnati’s College of Design, Architecture, Art, and
Planning (DAAP).
PROFILE
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