Summer Palace Tour Branddesign by YeZhang

Summer Palace Tour Branddesign by YeZhang is a highly esteemed winner of the very prestigious 2024 A' Design Award i Guld in Grafik, Illustration og Visuel Kommunikationsdesign Competition Category.

GuldGrafik· 2024

Summer Palace Tour Branddesign

by YeZhang

Client: Beijing Jiaotong University

A' Design Award i Guld Winner in Grafik Category

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Verified Award Winner
Verify Award Status for #158812

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Summer Palace Tour Branddesign

Summer Palace Tour er et branddesign skabt til en jubilæumsrundtur i Sommerpaladset i Beijing. Tre store arkitektoniske klynger er illustreret i en 2,5D-stil, der dækker mere end 20 traditionelle kinesiske bygninger i sort, rød og grøn. Designet er anvendt på pr-materialer, kontorartikler og souvenirs, trykt på bestrøget kunsttrykpapir og kraftpapir med serigrafi og guldprægning. En æske af kraftpapir indeholder to plakater, fire nøgleringe, tape, en konvolut og en notesbog. Besøgende kan bære havens kulturarv med sig i hånden.

The Recognition

About the A' Design Award i Guld

Summer Palace Tour Branddesign er vinder af A' Design Award i Guld, en uhyre prestigefyldt anerkendelse, der tildeles førsteklasses, vidunderlige og fremragende designs. Guldvinderne er yderst innovative, højt visionære og glamourøst blændende skabelser, der afspejler deres designeres geni, visdom og dygtighed. Summer Palace Tour Branddesign forventes at være en højt rost, trendsættende og monumental opfindelse, der leverer hidtil uset værdi. Dette design, der har vundet A' Design Award i Guld, er et spektakulært, respekteret projekt, som i høj grad gavner og flytter grænserne for kunst, videnskab, design og teknologi. Summer Palace Tour Branddesign skaber intense følelser af begær, vækker passion, opmuntrer kreativitet og fascinerer os.

Behind the Design

Press Kit

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

Unique Properties: The design team used 2.5D style to draw the three major architectural clusters in the Summer Palace, covering more than 20 traditional Chinese buildings in total, using black, red, and green colors to create a colorful visual experience. We also introduced the concept of "Small Hand-carry", hoping that visitors can easily play around the Summer Palace, holding the history in the palm of their hands, taking the beauty of the scenery at their fingertips, and carrying good gifts in their hands.
Dimensions & Packaging: Souvenir box: 200mm*150mm*80mm
Ticket: 100mm*50mm
Poster: A1 (594mm*841mm),A2 (420mm*594mm)
Envelope: 220mm*110mm
Notebook: B5 176mm*250mm
Key fob: Acrylic, 50mm*20mm*5mm
Tags: Brand design, Anniversary, Cultural and creative products, Chinese traditional architecture, Chinese traditional garden
Production Technology: A journey in the Summer Palace brand design has varied cultural and creative products, including publicity materials, office supplies and souvenirs. we used special papers such as coated art paper and craft paper, and applied printing techniques such as screen printing and gild stamping. Craft paper souvenir box contains 2 posters, 4 key rings, 1 adhesive tape, 1 envelope and 1 notebook, which are especially favored by Chinese youngsters.
Design Challenge: Nowadays, integrating commercial products and traditional culture and symbols, and developing a consuming fashion such as new Chinese style or China-Chic style, which will be the key challenge of the design. So that, we focused on using popular art techniques to depict the special roofs and elevations of the buildings. Not only we can cater to normal consumers, but also show them the charm of Chinese ancient architecture and garden.
Research: Type: Brand design research
Target: Appealing young visitors to experience the charm of China-Chic ancient architecture.
Method: Using literature reviews, brand planning and other, to determine design style and products to be made.
Results: The brand’s main vision is to create the most distinctive royal garden buildings with 2.5D and China-Chic style.
Effects: Showcasing the connotation of the variable culture of the Summer Palace. Providing new ideas for the transformation of traditional culture.
Inspiration: To marking its 110th anniversary since opening to the public, the Summer Palace is launching the "Summer Palace Tour"cultural activity, aiming to offer visitors a memorable and emotional anniversary tour experience.From a private royal garden to a national park, the Summer Palace is now a World Heritage Site and is expected to receive 20 million visitors in 2024.We hope that this design will reveal the new cultural connotation of this historical garden and give it an international visual image.
Project Duration: The project started in Beijing in July 2023 and completed in January 2024. The exhibition will be held in Summer Palace, Beijing, China, from June 2024 to September 2024.
Operation Flow: The cultural and creative products are on seal, online in the official website and offline in the Summer Palace, also being presented as anniversary activity gifts. We hope visitors can get relaxed enjoying the Summer Palace, to have their favorite architecture on the hand, to have the beautiful scenery in the hand and to have exquisite gifts by the hand.
Patents: This work is all original images not copyrighted.
Team Members: Design Director:Yezhang
Art Director:YangMao
Art Director:XingxingLi
Lead Designer:YiHe
Designer:JinyiZheng
Designer:XiaoyuZhou
Designer:YudiLei
Designer:YanLi
Image Credits: This work is all original images not copyrighted.