Citic Pacific
Hongkong Land
Hong Kong
  Jockey Club
Millenia Singapore
Shanghai Mart
Ssangyong Korea
  Chartered Bank
A new standard in China: ShanghaiMart
China's first multi-functional complex and “Asia's largest permanent international trade mart” provides some three million square feet of first-class exhibition space.
A brand appealing to local taste while attracting a worldwide audience was essential.
Steiner aimed to communicate quality in every aspect of the project, from giving it a compact, authoritative name to signage, uniforms, and advertising.
Shanghai is vividly embodied with a flowing symbol based on the character for “water”.
As such naming and communication techniques were then new in China, a comprehensive graphic standards manual was prepared, ensuring the brand's consistent application.