Brand HK, often referred to in the context of Hong Kong, can pertain to various sectors, including fashion, technology, and local culture.

In 2010, following a major review and public engagement exercise, BrandHK was updated, incorporating changes to its visual identity, core values, attributes, and brand platform.

The handover led to concerns over Hong Kong's ability to remain as an international financial centre as well as a global city.

The original image design incorporated the Chinese characters of Hong Kong (香港), as well as the city's initials "HK.

This shifted the global narrative around Hong Kong from its status as a thriving financial hub to a city facing significant political unrest.