Hong Kong Exporters Association – Branding

When the HKEA decided to broaden its Gift Design Awards program into a Smart Design Awards, it turned to Blue Current for the brand redesign. Through a simple, clever, elegant redesign of the core brand mark logo, moving it from the ‘G’ of gift to the ’S’ of smart, but retaining its distinctive ribbon effect, the HKEA was able to leverage the brand equity it had established while taking the brand and the awards program into a new era.