MarcoPolo
Winner
Excellent Communications Design
Brand Identity
Credits
Company / Customer
MarcoPolo (China Time-Honored Brand)
Designer
Beijing Dadian Cultural and Creative Co., Ltd.
Linan Dou, Hongfei Ruan
Details
Founded in the 19th century, MarcoPolo is a Beijing heritage brand specializing in traditional Chinese handicrafts export. Its Chinese name "Mao Long" means prosperous dragon. The logo features the jade dragon from the Neolithic Hongshan culture as its central motif. Revered as "China's First Dragon", it is a fundamental symbol of Chinese dragon totemism. The dragon’s winding body draws from the traditional kuilong pattern, with flowing lines evoking a long history, while the concentric arcs symbolize the diverse range of crafts that brings together—preserved across time. The rebranding modernized the identity while maintaining authenticity.
