Jan
1
香港
一個別具風采的大都會
她的驕人成就
由香港人共同創造
他們有創意、有抱負
有不平凡的夢想
還有實現夢想的勇氣和毅力
香港人
掌握現代知識
珍惜傳統智慧
在東西方文化薈萃之中
開創出新天地
在國際上大放異彩
香港社會朝氣蓬勃
香港人不斷求學、上進
這裡，有充分的言論自由
有無限的創造空間
有無盡的發展機會
這裡，是亞洲的心臟
有最先進的通訊網絡
發達的交通運輸系統
這裡擁有穩固可靠的金融系統
嚴明的法制
負責任的政府
公平競爭的環境
這裡，是通往中國的大門
這裡的人
敢於創業、善於經營
為成功孜孜不倦
為成功激發潛能
為成功歡呼喝彩
香港，一個文明進步、自由開放、安定平穩的社會
香港，一個追求卓越、機遇處處的城市
香港──亞洲國際都會
Gaze into the heart of a great city.
Look closer and you'll see
what really makes a city great ...
its people.
People with ideas. People with vision.
People who dream outrageous dreams,
and make them come true.
People who embrace the new,
yet who respect tradition.
Inspired by culture, by art.
Creative. Contemporary.
Who excel on the world's stage.
Here, people have built a vibrant society,
where education is prized.
and educators stimulate young minds.
A society where expression is free,
where imagination is limitless,
where choice is endless.
Here, at the hub of Asia,
people have built communications
and transport networks that are
the envy of the world.
They nurture a solid and transparent
financial framework,
rule of law,
accountable government.
They compete hard on a level playing field.
Here, at the gateway to China,
people are born traders.
who exult in enterprise
and relish the art of the deal.
Here, they strive for success,
encourage success,
applaud success.
A progressive, stable and free society.
A city of quality. A city of opportunity.
Hong Kong: Asia's world city.
一個別具風采的大都會
她的驕人成就
由香港人共同創造
他們有創意、有抱負
有不平凡的夢想
還有實現夢想的勇氣和毅力
香港人
掌握現代知識
珍惜傳統智慧
在東西方文化薈萃之中
開創出新天地
在國際上大放異彩
香港社會朝氣蓬勃
香港人不斷求學、上進
這裡，有充分的言論自由
有無限的創造空間
有無盡的發展機會
這裡，是亞洲的心臟
有最先進的通訊網絡
發達的交通運輸系統
這裡擁有穩固可靠的金融系統
嚴明的法制
負責任的政府
公平競爭的環境
這裡，是通往中國的大門
這裡的人
敢於創業、善於經營
為成功孜孜不倦
為成功激發潛能
為成功歡呼喝彩
香港，一個文明進步、自由開放、安定平穩的社會
香港，一個追求卓越、機遇處處的城市
香港──亞洲國際都會
Gaze into the heart of a great city.
Look closer and you'll see
what really makes a city great ...
its people.
People with ideas. People with vision.
People who dream outrageous dreams,
and make them come true.
People who embrace the new,
yet who respect tradition.
Inspired by culture, by art.
Creative. Contemporary.
Who excel on the world's stage.
Here, people have built a vibrant society,
where education is prized.
and educators stimulate young minds.
A society where expression is free,
where imagination is limitless,
where choice is endless.
Here, at the hub of Asia,
people have built communications
and transport networks that are
the envy of the world.
They nurture a solid and transparent
financial framework,
rule of law,
accountable government.
They compete hard on a level playing field.
Here, at the gateway to China,
people are born traders.
who exult in enterprise
and relish the art of the deal.
Here, they strive for success,
encourage success,
applaud success.
A progressive, stable and free society.
A city of quality. A city of opportunity.
Hong Kong: Asia's world city.
Dec
30
Why Brand Hong Kong?
The idea of ‘branding’ Hong Kong was first explored in 1996. At that time, much attention was focused on the return of Hong Kong to China, and there was concern in some quarters that Hong Kong might vanish from the international stage after reunification. The Government’s Information Services Department undertook the task of making sure such a scenario would never take place, and ways were sought to define Hong Kong’s role as a Special Administrative Region of China, as well as an international services centre for finance, trade, investment, tourism, transport and communications.
Various strategies were considered, and the decision to develop Brand Hong Kong was finally taken in 2000. The new millennium had begun, the worst of the Asian financial crisis was over and Hong Kong was beginning to enjoy a new lease of life under Chinese sovereignty. The time was right to forge a new image for the city.
The Commission on Strategic Development, set up to advise the Chief Executive on Hong Kong's long-term development needs and goals, made a number of recommendations.
Among other things, it stated:
"...Hong Kong needs to promote its unique position as one of the most cosmopolitan and vibrant cities in Asia to a wide range of international audiences. A successful external promotion programme can have a significant positive impact on Hong Kong's ability to achieve a number of key economic, social, and cultural objectives."
Acting on this recommendation, the Government commissioned a team of international communications firms to conduct research and develop a strategy to position the city. This became the launch pad for the Brand Hong Kong programme.
How the Brand was developed?
Brand Hong Kong evolved rapidly following extensive research and consultation in Hong Kong and overseas.
The findings demonstrated that while Hong Kong was held in high regard internationally, some quarters had not fully grasped the dramatic changes that had made Hong Kong one of the world's most modern and dynamic cities.
Promotion and branding programmes for other international locations were carefully scrutinized. The research uncovered a few examples of strong integrated ‘location brands’, and that most brand-building initiatives were tourism led. The most successful programmes were found to be ongoing, using a multi-media approach with a consistent underlying message. They were also under stringent quality control, well managed and well coordinated.
To launch the branding programme, a positioning platform and visual identity were developed through research. Numerous design options for the visual identity were considered, and following initial reviews , five final designs were shortlisted and subjected to rigorous tests in Hong Kong, North America, Australia and Europe. The tests clearly demonstrated that the visual identity finally selected – a dragon image incorporating the letters H K and the Chinese characters for Hong Kong - was extremely well received and understood by both Hong Kong and international groups.
The Brand’s dragon image represents Hong Kong's continuing link with a historical and cultural icon. The flowing lines of the dragon also mirror Chinese calligraphy. The dual expression of the dragon image – a combination of modernity and antiquity – also symbolises the meeting of East and West that makes Hong Kong so special.
In addition, the dragon's smooth, fluid shape imparts a sense of movement and speed, recognising that Hong Kong is ever-changing. The dragon image’s dynamic and contemporary artwork suggests Hong Kong's passion for the daring and innovative, incorporating a can-do spirit which brings visionary ideas to life.
International focus groups also reviewed a number of tagline options from copywriting teams in Hong Kong and overseas. The final choice – Asia's world city – was seen as reflecting the city's unique position in Asia and around the world. While some see this positioning as Hong Kong’s vision, most agreed that Hong Kong is Asia's world city, a natural and multicultural gateway not only to opportunities in Mainland China but also in the rest of Asia.
Global launch for ‘Asia's world city’
Brand Hong Kong was launched in 2001 before an international audience at the FORTUNE Global Forum in Hong Kong. Since then, Hong Kong's Economic and Trade Offices have carried the Brand Hong Kong message to key business and government audiences overseas and in the Mainland. Brand Hong Kong is now recognised as representing Hong Kong at home and around the world.
Who manages the Brand?
Management of Brand Hong Kong is co-ordinated by the Government’s Information Services Department (ISD), in accordance with the following strategic objectives:
To create initiatives that communicate Hong Kong's competitive positioning
Associate the Brand with activities that represent the Brand values
Build an understanding of Hong Kong's position as Asia's world city
Strengthen the Brand culture within the private and public sectors
A host of domestic and international promotional activities have been carried out under the Brand Hong Kong umbrella. The visual identity can be seen across Hong Kong, from the skyline to the airport. The expression ‘Asia’s world city’ has become part of the regional lexicon and every day new requests are received from organizations and individuals wishing to use the Brand.
The Government works closely with the public and private sectors to ensure that the Brand is used effectively to promote Hong Kong worldwide, and strives to safeguard Hong Kong’s position as Asia's world city.
The idea of ‘branding’ Hong Kong was first explored in 1996. At that time, much attention was focused on the return of Hong Kong to China, and there was concern in some quarters that Hong Kong might vanish from the international stage after reunification. The Government’s Information Services Department undertook the task of making sure such a scenario would never take place, and ways were sought to define Hong Kong’s role as a Special Administrative Region of China, as well as an international services centre for finance, trade, investment, tourism, transport and communications.
Various strategies were considered, and the decision to develop Brand Hong Kong was finally taken in 2000. The new millennium had begun, the worst of the Asian financial crisis was over and Hong Kong was beginning to enjoy a new lease of life under Chinese sovereignty. The time was right to forge a new image for the city.
The Commission on Strategic Development, set up to advise the Chief Executive on Hong Kong's long-term development needs and goals, made a number of recommendations.
Among other things, it stated:
"...Hong Kong needs to promote its unique position as one of the most cosmopolitan and vibrant cities in Asia to a wide range of international audiences. A successful external promotion programme can have a significant positive impact on Hong Kong's ability to achieve a number of key economic, social, and cultural objectives."
Acting on this recommendation, the Government commissioned a team of international communications firms to conduct research and develop a strategy to position the city. This became the launch pad for the Brand Hong Kong programme.
How the Brand was developed?
Brand Hong Kong evolved rapidly following extensive research and consultation in Hong Kong and overseas.
The findings demonstrated that while Hong Kong was held in high regard internationally, some quarters had not fully grasped the dramatic changes that had made Hong Kong one of the world's most modern and dynamic cities.
Promotion and branding programmes for other international locations were carefully scrutinized. The research uncovered a few examples of strong integrated ‘location brands’, and that most brand-building initiatives were tourism led. The most successful programmes were found to be ongoing, using a multi-media approach with a consistent underlying message. They were also under stringent quality control, well managed and well coordinated.
To launch the branding programme, a positioning platform and visual identity were developed through research. Numerous design options for the visual identity were considered, and following initial reviews , five final designs were shortlisted and subjected to rigorous tests in Hong Kong, North America, Australia and Europe. The tests clearly demonstrated that the visual identity finally selected – a dragon image incorporating the letters H K and the Chinese characters for Hong Kong - was extremely well received and understood by both Hong Kong and international groups.
The Brand’s dragon image represents Hong Kong's continuing link with a historical and cultural icon. The flowing lines of the dragon also mirror Chinese calligraphy. The dual expression of the dragon image – a combination of modernity and antiquity – also symbolises the meeting of East and West that makes Hong Kong so special.
In addition, the dragon's smooth, fluid shape imparts a sense of movement and speed, recognising that Hong Kong is ever-changing. The dragon image’s dynamic and contemporary artwork suggests Hong Kong's passion for the daring and innovative, incorporating a can-do spirit which brings visionary ideas to life.
International focus groups also reviewed a number of tagline options from copywriting teams in Hong Kong and overseas. The final choice – Asia's world city – was seen as reflecting the city's unique position in Asia and around the world. While some see this positioning as Hong Kong’s vision, most agreed that Hong Kong is Asia's world city, a natural and multicultural gateway not only to opportunities in Mainland China but also in the rest of Asia.
Global launch for ‘Asia's world city’
Brand Hong Kong was launched in 2001 before an international audience at the FORTUNE Global Forum in Hong Kong. Since then, Hong Kong's Economic and Trade Offices have carried the Brand Hong Kong message to key business and government audiences overseas and in the Mainland. Brand Hong Kong is now recognised as representing Hong Kong at home and around the world.
Who manages the Brand?
Management of Brand Hong Kong is co-ordinated by the Government’s Information Services Department (ISD), in accordance with the following strategic objectives:
To create initiatives that communicate Hong Kong's competitive positioning
Associate the Brand with activities that represent the Brand values
Build an understanding of Hong Kong's position as Asia's world city
Strengthen the Brand culture within the private and public sectors
A host of domestic and international promotional activities have been carried out under the Brand Hong Kong umbrella. The visual identity can be seen across Hong Kong, from the skyline to the airport. The expression ‘Asia’s world city’ has become part of the regional lexicon and every day new requests are received from organizations and individuals wishing to use the Brand.
The Government works closely with the public and private sectors to ensure that the Brand is used effectively to promote Hong Kong worldwide, and strives to safeguard Hong Kong’s position as Asia's world city.
Dec
30
為什麼要設立香港品牌?
給香港設立一個品牌的構思，始於一九九六年。當時，香港因回歸祖國而為各方焦點，部分人士擔心香港回歸後可能會從國際舞台上銷聲匿跡。政府新聞處責無旁貸，要確保這樣的事情不會發生。於是我們尋找各種途徑，力求推廣香港作為中國一個特別行政區，而同時又是國際的金融、貿易、投資、旅遊、運輸和通訊服務中心這一特殊地位。
政府在考慮過多個方案後，終於在二零零零年作出發展香港品牌的決定。這時，香港已踏進新的千年，挺過了亞洲金融風暴的最惡劣時刻，並在中國的主權下展開新的一頁 ── 這正是為香港打造新形像的最佳時機。
專為香港行政長官就香港的長遠發展需要和目標出謀獻策的「策略發展委員會」，提出了若干建議。
其中包括：「...香港應在國際間作廣泛宣傳，樹立其獨特形象，讓更多人認識這個朝氣蓬勃的亞洲國際都會。如果對外宣傳奏效，對香港實現經濟、社會和文化的重要目標必定大有幫助。」
根據這一建議，特區政府委託多家國際專業機構進行調查研究，並且就香港的定位制訂策略，為香港品牌計劃打下基礎。
香港品牌如何建立?
經專家在本港和海外進行大量調查研究和諮詢後，香港品牌計劃迅現雛形。
調查發現，儘管香港享有崇高的國際地位，不少人仍未了解，究竟是甚麼重要因素令這地方發展成為世界上最現代化、最富動力的城市之一。
我們仔細參考了其他地方的推廣和品牌計劃，發覺當時已有好幾個主要地區正推行品牌宣傳計劃，大部分是以旅遊為主導。成功的例子都是持續發展的，要長年累月經營，通過不同的媒體發放一致的信息；品牌有妥善的管理及統籌，而其使用有嚴格的監管。
為了實施計劃，我們經過調查研究後，為品牌明確定位，並設計形象標誌。建立標誌的過程中考慮過多個方案，後來篩選出五款設計，再在香港、北美洲、澳洲和歐洲認真地試探受眾的反應。結果清楚顯示，無論香港和海外的測試對象，都非常歡迎最後脫穎而出的設計 ── 一條由“香港”兩個中文字和代表香港英文縮寫的“HK”兩個字母組成的飛龍圖案。
香港品牌的飛龍圖案，顯示了香港歷史和文化的長遠源流；它流動的線條有中國書法韻味；龍是古老的動物，但標誌的設計卻富現代感，正好點出香港中西文化薈萃獨特之處。
此外，飛龍的流線型姿態予人動感和速度感，代表着香港不斷求變。飛龍大膽而富時代感的設計，展示香港勇於創新、積極進取，足以把夢想變為現實的精神。
國際專題小組又審慎地研究了由本地和海外專家小組提出的不同定位的主題字眼，最後選定為「亞洲國際都會」，以顯示香港在亞洲和全球的獨特地位。雖然有人認為這個定位只標誌着香港的願景，但大部分人同意，香港就是亞洲的國際都會。它是一扇天然和多元文化的大門，通往中國內地和亞洲各地的種種機遇。
把「亞洲國際都會」推向全世界
二零零一年，「財富全球論壇」在香港舉行，政府乘時向來自世地各地的來賓推出香港品牌。香港在世界各地的經濟貿易辦事處自此便向內地和海外商界、政界發放香港品牌的信息。香港品牌如今不論在本港還是世界各地，已被公認為代表香港的標誌。
香港品牌由誰管理?
香港品牌的管理由政府新聞處負責，務求達到以下策略目標：
主動採取措施，向海外傳播香港富競爭力的定位；
借助能代表香港品牌價值觀的活動宣揚香港；
宣傳香港的「亞洲國際都會」定位；及
在公私營領域鞏固香港品牌的文化價值觀。
一系列推廣香港品牌的活動在本港和海外舉行。從香港市區的天際線到香港國際機場，香港品牌的形象標誌處處可見，「亞洲國際都會」已成為本地的常用詞彙。不時都有新的機構或個人提出申請，要求採用香港品牌。
特區政府正與公私營機構緊密合作，以保證品牌能在世界各地有效地推廣香港的形象，鞏固香港的亞洲國際都會地位。
給香港設立一個品牌的構思，始於一九九六年。當時，香港因回歸祖國而為各方焦點，部分人士擔心香港回歸後可能會從國際舞台上銷聲匿跡。政府新聞處責無旁貸，要確保這樣的事情不會發生。於是我們尋找各種途徑，力求推廣香港作為中國一個特別行政區，而同時又是國際的金融、貿易、投資、旅遊、運輸和通訊服務中心這一特殊地位。
政府在考慮過多個方案後，終於在二零零零年作出發展香港品牌的決定。這時，香港已踏進新的千年，挺過了亞洲金融風暴的最惡劣時刻，並在中國的主權下展開新的一頁 ── 這正是為香港打造新形像的最佳時機。
專為香港行政長官就香港的長遠發展需要和目標出謀獻策的「策略發展委員會」，提出了若干建議。
其中包括：「...香港應在國際間作廣泛宣傳，樹立其獨特形象，讓更多人認識這個朝氣蓬勃的亞洲國際都會。如果對外宣傳奏效，對香港實現經濟、社會和文化的重要目標必定大有幫助。」
根據這一建議，特區政府委託多家國際專業機構進行調查研究，並且就香港的定位制訂策略，為香港品牌計劃打下基礎。
香港品牌如何建立?
經專家在本港和海外進行大量調查研究和諮詢後，香港品牌計劃迅現雛形。
調查發現，儘管香港享有崇高的國際地位，不少人仍未了解，究竟是甚麼重要因素令這地方發展成為世界上最現代化、最富動力的城市之一。
我們仔細參考了其他地方的推廣和品牌計劃，發覺當時已有好幾個主要地區正推行品牌宣傳計劃，大部分是以旅遊為主導。成功的例子都是持續發展的，要長年累月經營，通過不同的媒體發放一致的信息；品牌有妥善的管理及統籌，而其使用有嚴格的監管。
為了實施計劃，我們經過調查研究後，為品牌明確定位，並設計形象標誌。建立標誌的過程中考慮過多個方案，後來篩選出五款設計，再在香港、北美洲、澳洲和歐洲認真地試探受眾的反應。結果清楚顯示，無論香港和海外的測試對象，都非常歡迎最後脫穎而出的設計 ── 一條由“香港”兩個中文字和代表香港英文縮寫的“HK”兩個字母組成的飛龍圖案。
香港品牌的飛龍圖案，顯示了香港歷史和文化的長遠源流；它流動的線條有中國書法韻味；龍是古老的動物，但標誌的設計卻富現代感，正好點出香港中西文化薈萃獨特之處。
此外，飛龍的流線型姿態予人動感和速度感，代表着香港不斷求變。飛龍大膽而富時代感的設計，展示香港勇於創新、積極進取，足以把夢想變為現實的精神。
國際專題小組又審慎地研究了由本地和海外專家小組提出的不同定位的主題字眼，最後選定為「亞洲國際都會」，以顯示香港在亞洲和全球的獨特地位。雖然有人認為這個定位只標誌着香港的願景，但大部分人同意，香港就是亞洲的國際都會。它是一扇天然和多元文化的大門，通往中國內地和亞洲各地的種種機遇。
把「亞洲國際都會」推向全世界
二零零一年，「財富全球論壇」在香港舉行，政府乘時向來自世地各地的來賓推出香港品牌。香港在世界各地的經濟貿易辦事處自此便向內地和海外商界、政界發放香港品牌的信息。香港品牌如今不論在本港還是世界各地，已被公認為代表香港的標誌。
香港品牌由誰管理?
香港品牌的管理由政府新聞處負責，務求達到以下策略目標：
主動採取措施，向海外傳播香港富競爭力的定位；
借助能代表香港品牌價值觀的活動宣揚香港；
宣傳香港的「亞洲國際都會」定位；及
在公私營領域鞏固香港品牌的文化價值觀。
一系列推廣香港品牌的活動在本港和海外舉行。從香港市區的天際線到香港國際機場，香港品牌的形象標誌處處可見，「亞洲國際都會」已成為本地的常用詞彙。不時都有新的機構或個人提出申請，要求採用香港品牌。
特區政府正與公私營機構緊密合作，以保證品牌能在世界各地有效地推廣香港的形象，鞏固香港的亞洲國際都會地位。
Dec
30
這面旗遠遠看去貌似英國國旗，但細細一看還是有區別的，旗幟中央有港英政府的徽印。
說來也很好笑，97年6月30日港督府降旗時，中央電視臺記者居然把這面旗說成是英國旗，大家可以去看以前的紀錄片。更可笑的是，CCTV記者不知道Last Post，還說他們在吹喇叭！
可見當初兩岸的相互了解存在多大的隔閡。
Dec
30
因為網上太多人盜鏈了，很抱歉圖片自動打了水印，如果想要原版圖片請與我聯系。
藍色的香港旗在港英時代很常見。相信很多香港人也不一定了解那面紅色的是什么時候使用。紅色的是航海旗，適用于船艦航行使用表明船旗國。
Dec
26
我承認我有香港情結，而且對香港的感情很深。
從小開始，看的最多的是香港電影和電視劇，喜歡看香港衛視中文臺和現在的鳳凰衛視，曾經為偶爾收到香港電臺的電視節目興奮不已。
一直夢想著成為皇家香港警察的一員，當然入警隊就是幫辦級的。也曾夢想加入ICAC，為把香港建設成全球最廉潔的社會而努力。
這不僅僅是小時候的夢想。長大了，隨著Last Post在港督府的最后一次吹起，我想我的香港夢想或許應該更新下了。香港是不是還像港英時代那么有魅力呢?
我得到的答案是基本肯定的。雖然途中有中國中央政府拒絕美國小鷹號航空母艦停靠香港，但香港仍然以Asia's World City受世人矚目。
我現在有個夢想，起碼是在啟程踏入美利堅合眾國國土前必須實現的一個計劃，一個能改變我一生甚至幾代人的計劃。
我希望我在擁有美國公民身份時，還能擁有香港永久居留權。但是，這實在是漫長的路程，為了香港永久居留權，我至少要在香港呆7年，這7年是在是難熬啊。這不僅僅影響我入美國籍，還影響我在美國的進一步發展。
魚和熊掌不能兼得。世上沒有絕對的完美。不管以后發生什么，我心里始終有香港的一塊地方。無論我走到哪里，我都會念念不忘香港。在這東西合璧的城市，在中國崛起之初，大多數中國人是透過香港了解世界，而我就是其中一員。
我會永遠祝福香港——亞洲國際都會！Hong Kong - Asia's World City.
從小開始，看的最多的是香港電影和電視劇，喜歡看香港衛視中文臺和現在的鳳凰衛視，曾經為偶爾收到香港電臺的電視節目興奮不已。
一直夢想著成為皇家香港警察的一員，當然入警隊就是幫辦級的。也曾夢想加入ICAC，為把香港建設成全球最廉潔的社會而努力。
這不僅僅是小時候的夢想。長大了，隨著Last Post在港督府的最后一次吹起，我想我的香港夢想或許應該更新下了。香港是不是還像港英時代那么有魅力呢?
我得到的答案是基本肯定的。雖然途中有中國中央政府拒絕美國小鷹號航空母艦停靠香港，但香港仍然以Asia's World City受世人矚目。
我現在有個夢想，起碼是在啟程踏入美利堅合眾國國土前必須實現的一個計劃，一個能改變我一生甚至幾代人的計劃。
我希望我在擁有美國公民身份時，還能擁有香港永久居留權。但是，這實在是漫長的路程，為了香港永久居留權，我至少要在香港呆7年，這7年是在是難熬啊。這不僅僅影響我入美國籍，還影響我在美國的進一步發展。
魚和熊掌不能兼得。世上沒有絕對的完美。不管以后發生什么，我心里始終有香港的一塊地方。無論我走到哪里，我都會念念不忘香港。在這東西合璧的城市，在中國崛起之初，大多數中國人是透過香港了解世界，而我就是其中一員。
我會永遠祝福香港——亞洲國際都會！Hong Kong - Asia's World City.
