Overview
The Master of Interdisciplinary Design and Management Program (MIDM) is offered by the Faculty of Architecture of The University of Hong Kong. The faculty launched the program in 2002, study covers infrastructure, Asian urban studies, sustainability, China perspectives etc. To cope with its marketing strategy, Bamboo were invited to develop a professional, strong and trustworthy identity for MIDM.

Challenge
As the program was operating in a Chinese society and covers a wide range of Asian, especially Chinese aspects, the identity or brand itself has to bear the cultural characteristics but at the same time it has to be presented in a contemporary, professional look and feel. Apart from the MIDM logo, a set of usage guidelines is a necessity to maintain a clear, consistent image in all media of correspondence, form compliment slips to the web site.

Solution
Bamboo understood "oriental-professional" in a way that Chinese characters and a bold combination of red and black colors can delivers great impact. We made use of a common Chinese character "zhong" in a traditional Chinese stamp-carving art style to present the oriental feeling. Red color gives an impression of China and enthusiasm, which black and white colors stand for technology, structure and precision. Strong contrast also illustrates the relationship between solid structure and space.