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December 2012 | Fashion is no longer exclusive to the metropolitan cities of Paris, Milano and New York. Shanghai is claiming its rookie position by hosting the annual Shanghai Fashion Week and being an arena for upcoming street fashion and bloggers.

Shanghai International Fashion Education Center (SIFEC), a subsidiary of the powerful Shanghai developer Shangtex, is an institute with the mission to support growth of Chinese fashion by providing education and cross-disciplinary interaction to the industry.

With a brand new campus building SIFEC realized that they also had to do something with their brand identity, starting with the logo. The old logo design that was symbolizing the nearby Suzhou creek with two bridges linking east and west didn’t feel modern and trendy enough to measure against other international fashion schools on the market.

WILDDESIGN also brought up the topic whether to change the brand name or not, having a considerably long and a bit complicated name. Luckily the abbreviation SIFEC works rather well both in Chinese and English so the common decision was to work with that.  As a start the new logo is supported by the full bi-lingual name but the aim is that over time the brand will be acknowledged directly as SIFEC and the full name can be removed from all external communication.