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Back Discipline / logo design and brand strategy Over half of a century, the Faculty of Education of The Chinese University of Hong Kong has continuously trained Hong Kong educators, researchers, and specialists and strives for excellence. We believe legacy and innovation are the core values of the Faculty and they are encompassed in the design of the new logo system. The Faculty logo consists of four elements: phoenix, tree ring, letter “e” and the bilingual version of the faculty name “Faculty of Education CUHK 中大教育”. Brand Story The Legacy of Phoenix and Rosewood Surrounding the phoenix were outlines of tree rings of the iconic and beloved rosewood erected outside Ho Tim Building for years. The rosewood is a symbol of heritage spread by word of mouth that creates strong bonding between students, teachers, staff and alumni from generation to generation. As a metaphor for nurturing future educators, it is the legacy of the Faculty of Education of CUHK. Innovation to empower and to transform |