Release of Outstanding Logo and Mascots for the Yellow River

On the morning of July 5, the launch event for outstanding logo and mascots for the Yellow River was held in Zhengzhou. Multiple works were solicited across the world, and winners unveiled for the first time, which marked the entry of the old Yellow River culture into the super IP era.

The event was jointly organized by the China Intangible Cultural Heritage Protection Center, the Publicity and Publication Center of the Yellow River Conservancy Commission, the Henan Provincial Federation of Literary and Art Circles, the Henan Provincial Association for Science and Technology, the Henan Provincial Department of Science and Technology, the Henan Provincial Association for Friendship with Foreign Countries, the Zhengzhou Municipal Government, the Henan Provincial Cartoonists Association and other institutions.

As of February 3 this year, a total of 1,829 entries from 12 countries had been submitted.


The Yellow River logo is shaped to indicate the Heaven and Earth. The keyhole-shaped character composed of nine layers that resemble a fingerprint represents the self-perpetuating and indomitable spirit of the Yellow River, and the herringbone character within it signifies its status as the mother river full of vitality and nurturing civilization. The logo demonstrates the cultural concept of harmonious coexistence between man and nature.

The logo, generally yellow, symbolizes the Yellow River, the loess, and the yellow race. The nine layers represent the nine provinces and regions of the Yellow River Basin, which are all covered on the blueprint and thus indicate the great endeavors to promote the ecological protection and quality-oriented development of the Yellow River basin in the new era.


The outstanding mascots for the Yellow River are a set of cartoon figures that symbolize the profound culture and the spirit of the times. Collectively known as "Hebao", they highlight the protection of the Yellow River as a great plan for the great rejuvenation and sustainable development of the Chinese nation. The six mascots, respectively named "Huang Xiaoxuan," "He Xiaoluo," "Ning Xiaotao," "Tian Xiaolong," "Xia Xiaoli" and "Ping Xiaoniu," are a fusion of the Yellow Emperor culture, Heluo culture, Yangshao culture, Chinese dragon culture, auspicious carp culture and the spirit of the Iron Bull to Safeguard the River and the “Three Bulls,” and incorporate the most representative cultural heritage, natural ecosystem and spiritual traits of the Yellow River basin.


At the launch event, the Publicity Department of the Henan Provincial Commission for Discipline Inspection and the Publicity and Publication Center of the Yellow River Conservancy Commission jointly initiated the artistic creation project entitled “peace reigns over the land,” and announced the plan for creating the literary works "Refreshing Breeze across the Yellow River Through the Past and the Present," "The Chinese Spirit in the Yellow River Culture" and "The Stories about Incorruptibility in the Yellow River Culture," so as to create a new vehicle and new works to carry forward the honest and upright Yellow River culture.

Copyright by Zhengzhou Municipal Tourism Administration