“Shanghai China More Discovery More Experience”, the newly revealed tourism slogan and logo for Shanghai World Expo, signs two first times in China. In fact, the announcement ceremony did not only celebrate the first time the logo and slogan were unveiled to the public but also the first time that China launches tourism promotion activities with a city theme on a nationwide scale.

The new verbal and visual identities aim at branding Shanghai with a fresh look and feel. The logo mixes both traditional and modern Chinese elements: a traditional Chinese ’sea wave’ pattern designed in blue, on which the Chinese characters ‘Shang’ and ‘Hai’ in the cursive style of calligraphy aer superimposed. “Shanghai 2010” in Latin characters and Arabic numerical is right below to symbolize the international spirit of the city.

As the Shanghai Tourism Administrative Commission expressed, the slogan should encourages tourists, both home and abroad, to “discover and experience” Shanghai while the logo communicates about the city’s all-inclusive culture.

Shanghai aims to turn the brand of 2010 World Expo into a unique intangible legacy of the 2010 Shanghai World Expo and into a brand of Shanghai as a city pursuing sustainable tourism development.