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Saigon Opera House Branding

The new branding for Saigon Opera House that portrays the harmony of the modern Ho Chi Minh City and the old Saigon.

Huong Pham

Branding

Rationale: The logo consists of a symbol which illustrates the shape of the Opera House building, and a modern sans-serif wordmark. The two graphic elements represent artifacts that come from different eras, but they harmonize with others. The symbol and wordmark intermingle to sing a harmonious song of Saigon and Ho Chi Minh City. The two interchangeable names indicate one city. Although Saigon collapsed more than 40 years ago, the elegant spirit of the French-influenced city still flourishes in every people who live in Ho Chi Minh City.

The Opera House’s characteristic resembles that of Saigonese. It can be described as: • Elegant: The French remnants in the city are most visible through antique architecture. The elegant vibe of the old Saigonese is still prevalent among the older generation. The opera house’s branding embraces elegance to tell the story of the old Saigon, which was once the pearl of the Orient. • Youthful: The majority of the population in Ho Chi Minh City is mostly young adults. These young people represent the new wave of globalization in Vietnam. They embrace both traditional culture and Western cultures. Living in one of the most bustling cities in Asia, those young people are full of positive and refreshing energy. • Nimble: The transition after Saigon collapsed was not a pleasant experience for Saigonese, but they displayed a flexible trait and coped with the transformation. The Opera House’s branding reflects how the building and Saigonese nimbly adapt to extreme circumstances and continue to flourish.