XYG Window Візуальная ідэнтычнасць by Xinyue Guo

XYG Window Візуальная ідэнтычнасць by Xinyue Guo is a highly esteemed winner of the very prestigious 2023 Жалезная прэмія A' Design Award in Дызайн графікі, ілюстрацыі і візуальнай камунікацыі Competition Category.

ЖалезаГрафіка· 2023

XYG Window Візуальная ідэнтычнасць

by Xinyue Guo

Client: XYG Studio

Жалезная прэмія A' Design Award Winner in Графіка Category

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Colors

The Design

About XYG Window Візуальная ідэнтычнасць

XYG Window — гэта візуальная ідэнтычнасць, створаная для дызайн-студыі. Ідэнтычнасць спалучае традыцыйнае кітайскае мастацтва вучоных-літаратараў з сучасным мінімалізмам. Імя заснавальніка студыі было дэканструявана на штрыхі, а затым перакампанавана ў стылі традыцыйных пячатак. Дэкаратыўныя элементы былі прыбраны, а форма ўдакладнена з дапамогай сетак і спіралі Фібаначы. Натхненне было ўзята з старажытнага кітайскага пячатковага пісьма і аконных праёмаў класічных садоў Сучжоу. На вэб-сайце пазітыўная і негатыўная прастора, вядомая як інь і ян, служыць кнопкамі навігацыі.

The Recognition

About the Жалезная прэмія A' Design Award

XYG Window Візуальная ідэнтычнасць — пераможца Жалезнай прэміі A' Design Award, прэстыжнага прызнання, якое прысуджаецца добрым дызайнам, што адпавядаюць прафесійным і прамысловым патрабаванням, чаканым ад добра распрацаваных твораў. Жалезныя пераможцы дэманструюць вялікае майстэрства, высокую спецыялізацыю, экспертнае разуменне і творчыя здольнасці сваіх стваральнікаў. Чакаецца, што XYG Window Візуальная ідэнтычнасць — гэта высока цэнены, захапляльны і любімы твор, практычны і інавацыйны. Гэты дызайн, што атрымаў Жалезную прэмію A' Design Award, інтэгруе лепшыя галіновыя практыкі і мае кампетэнтныя тэхнічныя характарыстыкі, звязаныя з ноу-хау і талентам. XYG Window Візуальная ідэнтычнасць паважаецца за грунтоўнасць і прызначаны даваць паляпшэнні якасці жыцця, што дапамагаюць зрабіць свет лепшым месцам.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Fusing elements from ancient literati with modernity, XYG Window is a visual identity that seeks to demonstrate the feasibility to create modern visual communication based on traditional art and cultures. After deconstructing the characters, the strokes were reorganized following the style of traditional seals. The decorative elements were eliminated to embrace modern simplicity and the design was polished with Fibonacci spiral. On the webpage, the yin & yang spaces are leveraged as navigations.
Dimensions & Packaging: N/A
Tags: Visual identity, Interface interaction, Cultural modernity, Visual communication, Brand identity
Production Technology: After deconstructing the studio founder’s name, we reorganized the strokes – by adopting the style of traditional seals – to develop the preliminary design. Then we eliminated the decorative elements to embrace modern simplicity. Finally, the design was polished with grids and the Fibonacci spiral.
True to form, the corresponding logo, tangible products, and the studio's website home page serve as a window through which prospective clients can see XYG Studio's design style.
Design Challenge: While modern design language dominating the digital interface design world, this project integrated traditional culture and art forms into the game.
The visual identity emerged from a simple, yet unique, geometric form, and is a nod to both classicism and modern simplicity. By deconstructing the Chinese characters into strokes and reconstructing them using seal script font, the design embodies elements of classical aesthetics. At the same time, by simplifying the traditional seal and refining it with grids and the Fibonacci spiral, the end result is unapologetically modern – providing a wealth of possibilities to continue developing the interface and interaction design for XYG Studio's entire website.
For the user interaction portion, we leveraged both the positive and negative space (i.e., yin and yang in Oriental culture) that remained to create the website's navigation buttons.
Paying homage to our shared history, we created this integrated visual identity and interaction project for XYG Studio with strong cultural identity.
Research: XYG Window is a visual communication design with strong cultural identity.
In modern digital visual & interface design, the diverse styles from different traditional cultures around the world are gradually converging into one universal visual language - modern UI design language. And the visual diversity based on different cultures and histories is gradually fading out of user interface design with the development of the digital age. As designers, we feel obligated to break through this limitation and help improve the visual diversity in modern visual and interaction design.
In response to "technology enriches cultural diversity", this project enriched the visual diversity in digital design and helped our shared cultures to be better inherited. We also expect to see more designs with cultural identity in the future.
Inspiration: This design was inspired by ancient Chinese literati seal font and the window designs of Suzhou's classical gardens.
Literati is an aesthetic form that integrates poetry, calligraphy, painting, and seal. When perfectly combined, the style reflects China's artistic culture and heritage. Seal, a core element, combines the features of calligraphy, font design, and crafts, just as it contains deep cultural ties and artistic value. Paying homage to our shared history, we worked on this integrated visual identity and interaction project with and for XYG Studio's team.
Project Duration: The project was initiated in early 2019 in New York and finished 2022, and was recognized as a notable mention in Core77 Design Awards 2022.
Operation Flow: With the digital design, when users land on the webpage, they can view the origin story behind the brand's visual identity, see it unfold, and use the navigation buttons formed by the yin and yang spaces as entry portals to explore the website. In this way, visitors can immerse themselves in China's rich cultural heritage – which is at the cornerstone of XYG Studio.
With the tangible design, users can intuitively feel the "Yin" and 'Yang" spaces in the identity by playing with the products.
Team Members: Xinyue Guo
Shang Jiang
Sizhe Huang
Yueling Lai
Yizhang Li
Lulin Shan
Image Credits: Xinyue Guo