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| A new standard in China:
ShanghaiMart |
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China's first multi-functional
complex and “Asia's largest permanent
international trade mart” provides some
three million square feet of first-class exhibition
space.
A brand appealing to local taste while attracting
a worldwide audience was essential. |
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Steiner aimed to communicate
quality in every aspect of the project, from
giving it a compact, authoritative name to
signage, uniforms, and advertising.
Shanghai is vividly embodied with a flowing
symbol based on the character for “water”.
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| As such naming and communication
techniques were then new in China, a comprehensive
graphic standards manual was prepared, ensuring
the brand's consistent application. |
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