Centrally located, London’s Chinatown today is an inclusive place where history shines with modernity, authentic Asian street food juxtaposes with exquisite cuisines, and curiosity is met by hospitality – all defy a reputation for mediocrity it acquired in the past. Our mission is to change people’s perception by re-branding Chinatown and make it the best East Asian hub in the west. Rejuvenating Chinatown is our goal. Inspired by the dynamic street signs and Chinese characters, we use these elements as a reflection of China – modern, but with traditional elements included. The form of the dynamic and overlapping street signs reflects the prosperity of modern China and showcases the rhythm of Chinatown. Our vision is to make Chinatown a place where those at home proudly welcome those who visit. The new branding expresses the value of legacy and familiarity to the Chinese audience while communicating the values of dynamism and authenticity to the western audience.