Shanghai Tang VI / visual identity

Shanghai Tang (Chinese: 上海灘; pinyin: Shànghǎi Tān) is a Hong Kong-based international clothing chain company.I am quite interested in this brand ,thus I decided to design the visual identity for this brand. During the research,I found some problems about the initial logo. Firstly,it is quite complex and it lacks rea dability.In my opinion,the ideal logo is simple but it can show the brand’s value.Thus I designed this logo.S is the first letter of Shanghai,I get the inspiration from the windows of Suzhou traditional garden.The window has the obvious feature elegance,just like the feature of Shanghai Tang.