f ss 1 2 For Hong Kong-based fast food chain Fairwood Café, developing a new brand identity made sense in 2004. Its home city was still reeling from the country's SARS outbreak and was in need of some optimism, which Fairwood was more than happy to deliver. The company enlisted the creative juices of local graphic designer Alan Chan, who created the now-iconic "jumping man" as the brand's symbol, which is what Danny Chan of Hong Kong design firm Beige was charged with retaining when he crafted Fairwood's first location in Beijing. "The bright orange jumping man represented a happy, carefree Hong Kong; seeing it made people smile," notes Danny Chan. Soon the color and jumping man image became part of Fairwood's DNA. An hospitalitydesign.com October 2014 141http://www.hospitalitydesign.com