Jingdezhen is famous as the porcelain capital. In the 17th century, Jingdezhen represented "China". However, with the development of history, due to the lack of clear brand form, the position and height in global ceramics are slowly broken.



In 2022, Jiaguwen Creative was invited to actively cooperate with Jingdezhen to jointly build Jingde Industrial Innovation, Digital Cultural Creative Industry Base, etc., and empower the industry with creative design.



I hope to create the exclusive image of Jingdezhen brand, activate and reshape Jingdezhen IP globalization, promote urban development and the spread of Chinese culture, and regain the status and height that once belonged to Jingdezhen in the current international market.

Ceramics are the art of water, soil, and fire. The three natural substances have been tempered by human civilization and art. The figures of heaven and earth are integrated into one, and the spiritual group of the times has grown.



Ceramics are not only the foundation of Jingdezhen, but also one of China's important business cards. Therefore, we use "ceramic origin" as our creative inspiration.

We return to the original intention of making porcelain, starting from the six perspectives of origin, asking for characters, cutting, quenching color, chasing history, and Dacheng, through design, we endow the brand with emotion, thought, and imagination, and put traditional culture on the brand, and write and tell the story of Chinese ceramics in a more modern context.

The overall vision is presented by the combination of words and graphics. We explore the ancient seal script and philosophical wisdom, and take the final dynamic balance as the brand logo image of Jingdezhen system;



"Seal script" is the official text of works and letters signed since ancient times, which represents formal and grand. Taking the chapter as a lesson, the inscription is made in Jingdezhen, which represents the confidence of Jingdezhen's craftsmanship.

"Tianyuan Place" is an expression of the ancient and early mysterious Eastern culture advocating the doctrine of the mean philosophy, and it is also a unique traditional expression in the local architectural culture.



Therefore, for the shape expression of the brand logo, we have created a "outer circle and inner square" to present the shape, which is rigid, soft, warm and powerful in the senses.

Explore "Jingde Blue" as the overall visual color, taken from the porcelain glaze color.



Symbolism means that the future of Jingdezhen is as vast as the sky and water, which indicates the infinite imagination of the future and symbolizes the long history, tolerance and openness of ceramic culture.

In 1004, Jingdezhen, the porcelain capital, was named by Song Zhenzong and began to become famous all over the world, so the iconic 1004 became one of the brand marks.



The brand mark "1004" is optimized based on the Didact Gothic Regular and embedded in the "sky circle" graphic.