Expo 2010 Shanghai China was the official emblem of the World Expo held in Shanghai from May 1 to October 31, 2010, under the theme “Better City, Better Life.” The emblem was unveiled on November 29, 2004, at a ceremony in Shanghai attended by Vice Premier Wu Yi.[1]
Design and History
The emblem’s main body is a green Chinese character, “shi” (世), meaning “world,” connected with the numeral “2010.”[1] The character is rendered as a calligraphic variation that depicts three abstract figures standing arm-in-arm. The three figures, called “ni” (“you”), “wo” (“me”) and “ta” (“him or her”), represent all humankind.[1] The design combines the “shi” character with the numeral “2010” and the English text “EXPO” and “SHANGHAI CHINA.”[2]
The emblem was designed by Shao Honggeng, a 34-year-old designer from Yancheng, Jiangsu Province, who graduated from the Arts and Crafts Department of Nanjing Arts Institute.[1][3] It was selected from 9,046 submissions received from artists in China and 15 other countries.[1] The emblem collection process began in December 2003, and a review committee of 15 domestic and international experts narrowed the entries to 100 finalists before recommending five works to the organizing committee.[2]
Shao has said his design process took half a year and involved more than 1,000 sketches. He initially explored a figure shaped like the character “shang” (上), referring to Shanghai’s abbreviation, before recognizing that the form more closely resembled an unfinished “shi” character, which led him to develop the three-person composition.[3]
Meaning and Symbolism
The emblem depicts three people, “you, me, him/her,” holding hands together, symbolizing the big family of mankind.[4] Inspired by the shape of the Chinese character “shi” (meaning “the world”), the design conveys the organizers’ wish to host an Expo of global scale that showcases the world’s diversified urban cultures.[4]
The emblem expresses the Expo’s philosophy of “understanding, communication, happy gathering and cooperation.”[1] Shao stated that he hoped to use typical Chinese calligraphy to convey this ideology and tell the world that the Shanghai World Expo would be a peaceful event for humankind.[1]
Green is the emblem’s dominant color. Official descriptions state that the green tone conveys vitality and adds an upward, rising and bright dynamic, expressing the Chinese people’s creative passion for future-oriented, sustainable development.[5]
Typography and Design
The emblem combines the calligraphic “shi” character with the numeral “2010” and English lettering reading “EXPO” and “SHANGHAI CHINA.”[2] The combination was described by organizers as expressing a blend of Chinese and Western elements and the harmonious fusion of diverse cultures.[2]
Shao has explained that he chose the Chinese character as the core element because Chinese characters are pictographic and carry symbolic meaning, and he wanted to incorporate Chinese cultural characteristics into the emblem design.[3]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
