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china's brand goes green (34.52466147177172 , 100.01953125) When it comes to improving living conditions and pushing economic progress in the developing world, one of the more intriguing strategies is the establishment of national brand identities. In Simon Anholt's 2005 book, Brand New Justice, he argued that countries, like companies, have brand associations, and that a well-crafted national image, could be the key to progress.

In this context, China faces an interesting paradox. Having been on the industrial fast track for some time, and having demonstrated their accelerated advancements to the rest of the world through increased use of technology and machinery, the giant nation is now known as much for its swift environmental decline as its rapid industrial upswing. It's a crucial time to find strategies for China to continue to boom without destroying its natural assets. And so, said the vice-minister of construction in China last week, it is time that the country once again be known as "the kingdom of bicycles."

The Chinese government recently declared that all bike lanes which have been destroyed in order to make way for more cars shall be rebuilt- and more added-in an effort to curb worsening air pollution. Government employees will also be encouraged to walk to work. Auto ownership continues to rise at an astonishing rate, but if China can push the bike initiative, it might restore its image as a pedal-powered nation and bolster broader efforts towards branding itself in the future as the giant nation that grew up green.

Given the sheer magnitude of China's geography and population, it can be hard to assess the overall impact of efforts toward sustainable growth, but there's no doubt that a green undercurrent is gaining strength as cities transform to accommodate mass influx of rural citizens and rapid industrialization. Leading the way are projects like the eco-city, Dongtan, a project between Arup and the Shanghai government; and Huangbaiyu, a "cradle to cradle" urban village planned under the leadership of sustainable design guru, William McDonough. The 2008 Beijing Olympics are also making some high-profile strides toward environmental responsibility.

At the World Urban Forum in Vancouver last week, a number of Chinese development organizations were touting the green innovations taking place in their regions, mostly based upon attracting tourism and showing the world that sustainable practices are becoming a priority. In this context the branding element shines through- eco buzz words and cleanly designed photographic displays depicted a completely different China than the one so often portrayed in news of overpopulation and pollution. If it's true that the future of the entire planet hinges on China choosing a sustainable path to development, then hopefully this piecemeal rebranding will lead to the national green revolution it suggests.

Sarah Rich. Sarah is the Managing Editor of Inhabitat and World Changing , as well as a freelance journalist and brand identity copywriter. Sarah has also written for Dwell, ReadyMade, Innovative Home and Snohetta.