West Kowloon Cultural District refreshes brand identity

The West Kowloon Cultural District (WKCD) has refreshed its brand identity with a new logo, evolving from a local cultural establishment to a global cultural hub. 

As part of the rebrand, the new logo “WestK” (pictured left) exudes crisp simplicity while making the letters “HK” from its previous design (pictured right) more prominent. This aims to emphasise the district's strong ties to its roots in Hong Kong and highlight its identity as a place grounded in and belonging to Hongkongers. 

Moreover, the refreshed brand identity is accompanied by a new tagline, “Where art comes alive” (藝文 躍動), capturing the essence of WestK. It aims to illustrate the vibrancy of the new branding and the possibilities that WestK offers, showcase its positioning as an integrated cultural precinct that offers the best of East and West, traditional and contemporary arts and culture, and presents a holistic experience to visitors.

According to WKCD, over the past five years, it has transformed from a local cultural establishment into a global cultural hub that presents Hong Kong on the world stage.

It has become more than just a place for museums, theatres, artefacts, and performances. It has evolved into a living, thriving destination that engages in ongoing dialogue with its community. The district aims to inspire creativity, fuel curiosity and transcend boundaries, allowing visitors to experience art in their own ways.

Don’t miss: HK's West Kowloon arts hub signs MoU to strengthen East-meets-West cultural status

Back in March, the West Kowloon Cultural District Authority (WKCDA) signed Memoranda of Understanding (MoUs) with 22 arts and cultural institutions across the globe, strengthening Hong Kong's strategic role as an East-meets-West cultural hub.

The 22 MoU signatories represent museums, conservation and art research institutes, art centres, film archives, theatres and theatre associations from 11 countries, including France, Japan, Korea, Qatar, Singapore, Spain, Thailand, United Arab Emirates, UK and US, as well as cities in mainland China such as Shanghai, Chongqing and Shijiazhuang.

The MoUs cover diverse areas of cooperation spanning co-production and touring of exhibitions, collection sharing, partnerships on conservation, digitalisation and scientific research; as well as educational and exchange programmes for art administrators and artists across Hong Kong Palace Museum (HKPM), M+ and the performing arts division of WKCDA.

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