wangduechhoeling (2020)
Identity | History | Royalty

Photo Credit: Bhutan Foundation

|  Palace  |

“The Wangduechhoeling palace, an architectural masterpiece currently listed under the World Monument Fund’s Watch list for endangered monuments, is perhaps the finest representation of 19th century Bhutanese architecture. The palace marks the beginning of an era of peace and stability in the country and remains a powerful symbol of the establishment of monarchy in the history of Bhutan.”

Wangduechhoeling Palace: A Historical Treasure
“Gongsa Jigme Namgyal, a legendary leader credited for unifying the feudal regions of Bhutan and laying the foundations for monarchy, constructed the palace in 1857. His son, Ugyen Wangchuck was born in this palace and was elected as the first King of Bhutan, establishing the royal court of the Wangchuck dynasty. As an extraordinary example of traditional Bhutanese architecture, painting and craftsmanship, the palace has had great influence on Bhutanese culture, and continues to guide and inspire.”

Photo Credit: Bhutan Foundation, Hoffman Creative

|  Sketches  |

|  Proposals  |

In this direction, the English and Dzongkha names for the Palace are intertwined. This leads to a mark that respects the national language while making it legible for anyone who can read English. Both languages are treated democratically, with equal weight applied to their characters and a unique versatility allowing either language to lead. The stacking of the syllables into individual lines also makes for easier pronunciation of a long and complicated name.
Typefaces: Uchen Sarchung, Agentur (modified)

Combining inspiration from architecture, language and the monarchy itself, this identity direction communicates a layered narrative via its signature icon. Whether it’s an elegant yet overt “W”, or the architectural framing of traditional Palace windows, or the silhouette of two people whose arms are outstretched towards one another, the icon is curious, identifiable and can be used effectively in a variety of applications.
Typefaces: Uchen Sarchung, Söhne