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Monumental

Sleek identity for world's 11th tallest tower

Brand design

real estate

CTF Finance Centre

Branding the world's 11th tallest tower

The Challenge

Rising to over half a kilometre in height, CTF Finance Centre, Guangzhou,  is the world's eleventh - and China's fifth - tallest building. Set in the heart of Guangzhou's burgeoning Tianhe District, the mixed use super tower is 390,000sqm in size. It will house offices, the K11 shoping mall and a Rosewood Hotels and Resorts property.

Yang Rutherford designed a monumental identity that celebrates the tower's remarkable vertical journey. We created two versions of the logo (one 'daylight' version on a white background and the other 'nighttime' on a black background) - both bold, striking and seemingly simple in form. In fact, it took many months of painstaking adjustments to make these two different forms (negative and positive) appear similar. The tower form was especially complex to detail with its multiple gradated vertical fins that must reproduce easily and accurately across many applications.

With it's sleek, fine lines - and night time glow - the identity pays homage to the parent company behind this development - celebrated jewellery group Chow Tai Fook.

Scope

Identity Design
Identity Guidlines
Application Guidelines

Brand strategy

Communications

Rosewood Hotels & Resorts

Refreshing the ultra-luxury group

our clients

Select a client or project to view our work

Hospitality

A Curious Group of Hotels

Atabey - Exumas

City of Dreams

Cordis Hotels

Cowley Manor

EAST Beijing

EAST Hong Kong

EAST Hotels

EAST Miami

Hotel Icon

Hyde Hotels

Langham Hospitality Group

Ledunfly Hospitality

L'Hotel Paris

Little Tai Hang

Marco Polo Hotels

New World Hospitality

Niccolo Hotels

Rediscovered

Rosewood Hotels and Resorts

Sands Casino & Resorts

Shangri-La Hotels & Resorts

Swire Hotels

The Murray

The Opposite House

The Upper House

U Hotels

Restaurants & Clubs

Above & Beyond

Bei

Domain

Duddell's

Feast

Green

Hagaki

Le Restaurant Paris

Punk - Beijing

Sugar

Sureno

The Market

The Workshop

ThéATRE

Xian

Real Estate

226

Blake's Advisors

Chow Tai Fook

CTF Finance Centre - Guangzhou

CTF Finance Centre - Tianjin

The Dalat at 1200

Fantasia Holdings

Gammon Construction

Grosvenor Crescent

Hoiana

Karma Lakelands

Nan Fung Group

New World Development

Ocean 3651

ONE Limassol

Pafilia

Summer Group

Swire Properties

Unitech Group

VinaCapital

Wheelock Properties

Winfield

World Resorts

Fashion & Retail

Chow Tai Fook

Debenhams

Gee

Givenchy

Hugo Boss

Josephine Home

Lowndes London

LVMH

Moss Bros Group

Ozwald Boateng

Pacific Place

Finance & Institutions

Advent International

American Express

Argentum Consulting

Casa Dei Bambini

CIS Hangzhou

CIS Hong Kong

Coutts World Card

Habour Business Forum

Hong Kong Government

Made in Africa Foundation

Mirae Asset

Tiger Cub Funds

Others

10 Design

Aedas

RMJM

South China Morning Post

Strata

SCMP Style Magazine

Urban Rock

our world

Global projects from
three timezones.

Hong Kong

13F Fung Lok Commercial Building
163 Wing Lok Street
Sheung Wan
Hong Kong
Tel +852 2850 6262
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London

25 Chelsham Road
London SW4 6NR
UK
Tel +44 207 622 5788
map

Dubai

PO Box 211578
Dubai, UAE
T +971 52 522 0560