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The Corporate Identity
The corporate brand of Broadway China Network was designed to reflect the partnership between East and West, fusing
symbols and traditions of each culture. The rationale for the design is as follows:
The Name¡ªBroadway China Network
For nearly 100 years, the Nederlander family has been operating theatres, producing Broadway shows and presenting the
best in live entertainment through its ¡°network¡± of theatres and concert halls throughout the United States and
England. With the Broadway China Network, prestigious theatres throughout China will work together in good partnership
to present the best in musical theatre entertainment.
The Word¡ªBroadway
To people around the globe, the word ¡°Broadway¡± represents the epitome of grace and glamour in the world of arts and
entertainment. Translated into Mandarin, the word for Broadway is ¡°Bai Lao Hui¡±, which literally means ¡°a 100-year
-old gathering.¡± The word¡¯s prominence in both Mandarin and English reflects the importance of a new cultural
relationship between the United States and China.
The Typography¡ªBroadway
The typography in the design displays simplified Chinese characters and a traditional English font, blending the style
and beauty of the Chinese culture with a Western aesthetic. The soft swift stroke of the calligraphy on the central
Chinese character conveys a ¡°stroke of genius¡±, mirroring that which a great artist brings to a work of art.
The Symbolism¡ªThe Architectural ¡°Swirl¡±
The Chinese characters for ¡°Broadway¡± sit atop a pedestal inspired by the architectural columns that adorn many
Broadway theatres. The ¡°swirl¡± resembles the traditional Chinese scroll, used for generations to convey information of great import. As presented, the swirl also evokes the stage upon which both classical and modern theatrical
productions will be presented in China.
The Colors¡ªGold and Red
Gold represents dignity, quality and majesty in Western and Eastern cultures. Gold also signifies the excitement and
bright lights of the Broadway stage and marquee, displayed in theatres around the world.
Red represents prosperity, good luck and happiness in Western and Eastern cultures. Red is the vibrant color
associated with many of Broadway¡¯s most successful shows. |
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