流水不腐，中国园林讲究引入活水，以保持园内的生气和活力。品牌也需要活力，而文化就是这一泓活水。

最初拿到御龙温泉项目时，我们从温泉场所内的玉鳌发散，收集历史上的龙、鳌和玉的图案元素，将他们融合。设计出了最初的LOGO。图案虽然成型了，却总给人以一种缺失感，于是我们一边继续搜集资料，一边寻找原因。

最终，我们意识到，标志缺少了最主要的基础——文化。于是，我们的视线集中在了中国古典龙文化和温泉文化上。中国文化中有“龙生九子”，而其中的螭进入了我们的视野，然后，我们又追溯温泉的文化，定位到最懂得享受生活的一个朝代——唐朝，在那个物质空前繁盛的年代，任何生活物件都被赋予了文化的定义，温泉的文化源头——汤文化就始于唐朝。而在视觉表现上，唐三彩是能够代表唐朝的特色符号之一。

于是，标识整体图形就这样确定了，螭的形象结合唐三彩的色彩风格，与御龙温泉的文化及经营理念相结合，浑然一体。仔细端详，又蕴涵深意，龙身是祥云元素，高昂的龙头，飘逸的龙须，都彰显出龙的吉祥神韵，王者风范。

我们一直在思考一种”中国创意文化”的理念，不只是简单的改造传统，不只是肤浅的勇于瓦解，而是根本的——建立属于中国视野的世界观，中国人的创意，中国人的品味。

文化是一泓活水，千年的思想积淀是他的源头，文化是流动的，无形的，他不是一张薄薄的外皮可以当作包装，甚至一切无关事物都被披上了一件件中国的外衣。御龙温泉董事长张先生在最初构想中就希望建造一个富有文化内涵的温泉会所。我们也试图挖掘御龙温泉和中国文化之间细密的联结，我们不希望跟风，只建立一种肤浅的关联，我们将文化引入品牌，希望犹如建造园林一般，给御龙的温泉文化找一个活里的源泉，让他的价值内涵就像溪水一样缓缓流淌，在流动中带给品牌无尽的活力。

Just as a rolling stone gathers no moss, Chinese landscape garden are concerned with introducing running water in order to maintain the activity and vigor in the garden. Brand also needs vigor, and culture is just this vast and deep running water.

When winning the Yulong Hot Spring project, we start from the jade turtle in the spring, collect dragon, turtle and jade pattern elements, and integrate them. In this way, the original logo was designed. Although the logo is in shape, it always gives people a sense of loss. Therefore, we continue to collect information on one hand, and try to track the reason on the other hand.

Finally, we are aware that the logo lacks the most important basis – culture. Therefore, our focus is gathered on the classical dragon culture and spring culture of China. In Chinese culture, there is “dragon produces nine children”, and then the hornless dragon enters our sight. Afterwards, we track the culture of spring, and target to one dynasty that understands how to enjoy life the most– Tang Dynasty. In that unprecedented prosperity, any living article was endowed with the definition of culture, and the cultural source of spring – Tang culture began in Tang Dynasty. In visual display, Tang sancai is one of the unique elements that represent Tang Dynasty.

Therefore, the overall logo is determined in such a manner. The image of hornless dragon together with the color pattern of Tang sancai, combined with the cultural and operation concept of Yulong Hot Spring, it is a harmonious entity. In careful observation, there is deep connotation. The dragon body is auspicious cloud. The elevated dragon head and elegant dragon beard fully exhibit the auspicious verve of dragon, and the gesture of a king.

We have been thinking about a kind of “Chinese creative culture”. It is not simple renovating tradition, and shallow bravery in disintegration, but rather fundamental – world view belonging to Chinese scope, creative idea of the Chinese people, and taste of the Chinese people.

Culture is like vast and deep running water. Thousands of years accumulation of ideas is its source. Culture is fluid，taking no shape. It is not a thin outer cover used as packaging; however, it seems that any irrelevant matter is covered with one after another Chinese costume. Mr. Zhang, the chairman of Yulong Hot Spring, hopes to establish a spring club with culture connotation. We also try to tap the link between Yulong Hot Spring and Chinese culture. We don’t want to follow suit to establish a shallow link; instead, we introduce culture into the brand, and hope to find a living source for the spring culture of Yulong, just as constructing landscape garden. Its connotation of values is running slowing like stream, bringing limitless vigor to the brand in flowing.