The emblem of the Shanghai World Expo was unveiled on November 30, 2004.

The entire selection of the Shanghai World Expo emblem was conducted under the principles of "openness, impartiality and fairness". The World Expo Bureau has adopted the strictest confidentiality measures, and the volunteers engaged in this work and those participating in the review All experts have signed confidentiality agreements with the World Expo Bureau. Relevant leaders and professional designers first screened out 1,746 works. A 15-member review committee composed of senior graphic design experts, artists, historians and celebrities in the advertising industry selected 100 works from these 1,746 works as finalists. Through expert review and comments from relevant parties, 5 works were recommended from these 100 works. Finally, the emblem announced today was fully deliberated and determined by the World Expo Executive Committee and Organizing Committee. It is reported that the works sent to the experts only had numbers and no personal information about the authors. The final winning bidder only learned of the good news yesterday.

It is understood that the number of the emblem that won the bid is 0275. The author is Shao Honggeng from Yancheng City, Jiangsu Province. He studied in the Arts and Crafts Department of Nanjing University of the Arts in 1990 and once worked in the art design of Shanghai Pudong Art Design Company. In 2000, he founded Intercontinental (Yancheng) Studio, specializing in corporate image planning and logo design. He was invited to participate in the emblem design for the 2008 Beijing Olympic Games, served as a design consultant for a number of trademark firms, and has repeatedly won awards in major logo design tenders across the country.