Westlake Impression طراحی هویت برند by Chao Yang

Westlake Impression طراحی هویت برند by Chao Yang is a highly esteemed winner of the very prestigious 2023 جایزه آهنی A' Design Award in طراحی گرافیک، تصویرسازی و ارتباطات بصری Competition Category.

آهنگرافیک· 2023

Westlake Impression طراحی هویت برند

by Chao Yang

Client: Zhejiang University of Finance & Economics

جایزه آهنی A' Design Award Winner in گرافیک Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Westlake Impression طراحی هویت برند

متن کتاب: «تأثیر وست‌لیک» یک طراحی هویت برند است که برای یک گروه هنرهای نمایشی در هانگژو، چین خلق شده است. این اجرا بر روی یک سکوی مربع‌شکل که حدود ده سانتی‌متر پایین‌تر از سطح دریاچه وست‌لیک قرار دارد اجرا می‌شود و خود دریاچه به‌عنوان پس‌زمینه عمل می‌کند. این هویت بصری از یک روش غیرمتمرکز پیروی می‌کند. هیچ لوگویی در مرکز شناسایی بصری قرار داده نشده است. در عوض، سیستمی از گروه‌های گرافیکی در کنار هم هویت برند را شکل می‌دهند. صحنه مربع‌شکل و دریچه‌ای برای ترویج فرهنگ شهری، مفاهیم بصری اصلی این طراحی هستند. هدف از این کار، تقویت شناخت برند است.

The Recognition

About the جایزه آهنی A' Design Award

Westlake Impression طراحی هویت برند برنده جایزه آهنی A' Design Award است، شناختی معتبر که به طراحی‌های خوبی اعطا می‌شود که الزامات حرفه‌ای و صنعتی مورد انتظار از آفرینش‌های خوب طراحی‌شده را برآورده می‌کنند. برندگان آهن مهارت بزرگ، تخصص بالا، درک کارشناسانه و ظرفیت خلاقانه سازندگان خود را نشان می‌دهند. از Westlake Impression طراحی هویت برند انتظار می‌رود آفرینشی بسیار ارجمند، ستوده و دوست‌داشتنی باشد که کاربردی و نوآورانه است. این طراحی برنده جایزه آهنی A' Design Award بهترین رویه‌های صنعت را یکپارچه می‌کند و ویژگی‌های فنی شایسته‌ای دارد که با دانش عملی و استعداد پیوند خورده است. Westlake Impression طراحی هویت برند به سبب دقتش محترم است و برای عرضه بهبودهای کیفیت زندگی که به بهتر شدن جهان کمک می‌کنند طراحی شده است.

Behind the Design

Press Kit

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

Unique Properties: "Impression West Lake" is a performing arts brand. In 2016, entrusted by the Ministry of Foreign Affairs, the G20 Hangzhou Summit designed and arranged a performance of Hangzhou, which was highly praised by the heads of 20 countries.
In this project, the design team tried to make a set of VI without logo. A decentralized design method is proposed, that is, to eliminate the logo as the center of visual recognition, and turn to the system design method of forming an identity with graphic groups.
Dimensions & Packaging: Combining stage works with colorful sound and light, and combining the stage with reflections in the water to produce a unique visual art effect, the weaving of the Western and Chinese stages.
Tags: Brand, Poster, Logo, West Lake, Traditional Culture
Production Technology: It has significantly enhanced the recognition of the brand image and customer favors. Help enterprises were selected by the State -owned Assets Supervision and Administration Commission of the State Council of the People's Republic of China to release the "Typical Cases of 100 State -owned Enterprise Brands in 2021", including only 31 local state -owned enterprises, 2 Zhejiang Province; Recommended and used as a monthly review case; dynamic performing arts video was reprinted by multiple design numbers and video numbers.
Design Challenge: After investigation, we found that the most impressive of the brand was a square stage hidden in the waters of the West Lake. When the lights were secret, the actors jumped with the music on the mirror -like lake and jumped with the music of "Liang Zhu" and the "Swan Lake" performed by the Ballet's performance. A total of ten actors of the performance were completed on the water, which was significantly different from the real product.
Research: "Impression West Lake" is not only a performing arts company but also a real landscape performance created by the "Iron Triangle" team of directors Zhang Yimou, Wang Chaoge and Fan Yue. It has performed 3,000 performances in total and received 2.9 million audiences. In 2016, entrusted by the Ministry of Foreign Affairs of the People's Republic of China, the original performance "Impression of the West Lake" was revised into "The Most Reminiscence of Hangzhou", and performed as a project of the G20 Hangzhou Summit. The first performance was highly praised by the heads of 20 countries. The performance was broadcast live on the Internet and on television and gained worldwide attention. From May to December 2017, nearly 400,000 visitors were received, with an average attendance rate of more than 80%, of which more than 20% were overseas visitors, and sales hit a record high. "Impression West Lake" has also started a new journey towards international development from the original local tourism.
Inspiration: The performance is a live performance with the West Lake as the background. The cultural and artistic performance blending the East and the West is held on a square stage about 10cm below the water surface of the West Lake. The square stage and the window for urban cultural promotion became the main concept of my design.
Project Duration: The project starts in Hangzhou in August 2020, in Hangzhou in February 2021 and will be presented in Hangzhou in April 2022.
Operation Flow: Combining stage works with colourful sound and light, combining the stage with reflections in the water to produce a unique visual art effect, the weaving of the Chinese and Western stages.