Sani

Description

With their profound culture, pristine and appealing folk customs, and bright costumes and embroidery, the Sani people have great admiration for the Torch Festival and Sanxian Dance. The Sani people admire the tiger as their totem. We adopted the image of a tiger as the main identity, so as to distinguish it from other minorities. We also combined distinct dance and costume features in an isomorphic way, showing an admiration for fire. An original and enthusiastic minority image is well conveyed.

Statement of the jury

Fire dancers as a graphic component of the striking tiger’s head logo is a beautiful and clever translation of the tradition and culture of the Sani people into a unique and visually appealing brand design. An impressive achievement that can be readily adapted for all media. The logo creates a visual identity for a minority ethnic group. It is also visually striking and highly memorable – and thus optimally serves the cultural purposes for which it was intended.