Recently, at the inaugural China–Central Asia Education Ministers’ Meeting held in Urumqi, Xinjiang, the new visual identity of the “Study in China” brand and its integrated service platform for international students was officially launched to a global audience. This initiative was jointly developed by the Chinese Service Center for Scholarly Exchange (CSCSE) under the Ministry of Education and the Central Academy of Fine Arts (CAFA).

The upgraded visual system aims to create a new national-level official image for the “Study in China” brand, aligning closely with China's cultural strategy and the growing demands for international education services. This launch signifies China’s continued commitment to promoting the values of “openness, equality, and inclusiveness,” and reaffirms a sincere invitation to the world to study in China. It also marks another firm step towards the goal of making China a major global center for international education and a preferred destination for outstanding young talent from around the world.

The “Study in China” brand image upgrade project was led by Professor Wang Chuan of CAFA. The design team, composed of postgraduate students from the Printmaking Department, the School of Design, and the School of Urban Design, approached the project with a high-level vision of national branding for global communication. They deeply explored the essence of traditional Chinese culture, moving beyond superficial extraction to a more profound reinterpretation. Over the course of just three months, the team worked tirelessly, meticulously refining the form, color, proportion, and detail of the design. The final logo is inspired by the ancient Hongshan Jade Dragon, embodying thousands of years of wisdom, and cleverly integrates the letter “C” from “China” in the Western alphabet. The emblem conveys both warmth and gravitas, rationality and humility, evoking themes of acceptance and inclusiveness that reflect the brand’s spirit.

The color system includes coral red and turquoise green—shades rich in traditional Chinese aesthetic values. The standard font is based on a friendly and dignified sans-serif style, incorporating elements of Chinese calligraphy. The font design echoes the logo’s visual language, reinforcing the message through both form and meaning. This expresses the spirit of a new era in Chinese education—confident and open to the world—and injects the “Study in China” brand with visual vitality and strong communicative power.

The team also leveraged artistic techniques to create dynamic, adaptable visual assets suitable for digital media, achieving a harmonious integration of Chinese imagery with both Chinese and Western typography. This ensures consistent and versatile brand application across various communication scenarios.

“Study in China” Brand Image Team at CAFA
Academic Advisor: Lin Mao
Lead Designer: Wang Chuan
Project Coordinators: Yang Xi, Zheng Yuyao, Yang Qingyi

Design Team:

Li Xueqi, MA student, CAFA

Xu Tengzan, PhD student, CAFA

Yang Kun, MA student, CAFA

CG Animation Production:
ROOMs Studio
Director: Liu Di, PhD student, CAFA
Producer: Wang Siyou
Production Team: Zhu Hongshu, Zhu Weinan, Hu Yunpeng