Hua Shanday هویت بصری by Chen Zilong, Huang Yan and Zhu Xuguan is a highly esteemed winner of the very prestigious 2026 جایزه برنزی A' Design Award in طراحی گرافیک، تصویرسازی و ارتباطات بصری Competition Category.
برنزگرافیک· 2026
Hua Shanday هویت بصری
by Chen Zilong, Huang Yan and Zhu Xuguan
Client: City University of Macau
جایزه برنزی A' Design Award Winner in گرافیک Category
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The Design
About Hua Shanday هویت بصری
هوا شاندای هویتی بصری است که برای منطقه دیدنی هواشان در گوانگشی چین، یکی از میراث‌های جهانی یونسکو، طراحی شده است. این هویت از هنر صخره‌ای دوهزارساله هواشان که توسط مردمان لوئویوئه خلق شده، الهام می‌گیرد. توتم‌های باستانی که نیایش آیینی و کار جمعی را به تصویر می‌کشند، استخراج شده و به‌صورت نمادهای هندسی ساده و شفاف بازآفرینی شده‌اند. پالت رنگی، رنگ اُخرای سرخ نقاشی‌های صخره‌ای اصلی را حفظ می‌کند. این سیستم بر روی تابلوهای راهنما، پوسترها و رسانه‌های دیجیتال اجرا شده است، به‌گونه‌ای که مسیریابی نیز به تجربه‌ای آموزشی و در دسترس تبدیل می‌شود.
The Recognition
About the جایزه برنزی A' Design Award
Hua Shanday هویت بصری برنده جایزه برنزی A' Design Award است، شناختی بسیار معتبر که به طراحی‌های برجسته‌ای اعطا می‌شود که با خلاقیت، نبوغ و زیرکی متمایز می‌شوند. برندگان برنز مصنوعاتی بسیار ماهرانه و چشمگیر خلاق‌اند که تجربه گسترده، تخیل و ابتکار طراحان خود را تأیید می‌کنند. از Hua Shanday هویت بصری انتظار می‌رود شیئی بسیار ارجمند، ستوده و دوست‌داشتنی باشد که به‌طور چشمگیری حرفه‌ای و نوآورانه است. این طراحی برنده جایزه برنزی A' Design Award بهترین رویه‌ها را در هنر، علم، طراحی و فناوری در خود جمع می‌کند و به سبب توجه به جزئیات برجسته است. Hua Shanday هویت بصری نیازها را زیبا برآورده می‌کند، به خواسته‌ها دست می‌زند، احساسات را مجذوب می‌سازد و کنجکاوی را برمی‌انگیزد.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Designed for the Guangxi Huashan Scenic Area a UNESCO World Heritage site this project establishes the visual identity for Hua Shan Day. The core concept is the revitalization of the 2000 year old Huashan Rock Art. The design actively extracts and reconstructs ancient Luoyue totems depicting scenes of prayer and labor. By reinterpreting these raw historical symbols through a contemporary design language the project bridges the gap between deep archaeology and modern audiences. It transforms static heritage into a vibrant brand system ensuring the ancient visual legacy continues to inspire future generations.
- Dimensions & Packaging
- Primary Physical Application (Banners/Posters): 600mm x 900mm.
- Tags
- Visual Identity, Huashan Rock Art, UNESCO World Heritage, Cultural Branding, Luoyue Culture, Heritage Preservation, Contemporary Reconstruction, Graphic Design, Guangxi China
- Production Technology
- The visual identity is designed with a digital first approach to minimize physical waste utilizing scalable vector graphics for online promotion and digital exhibitions. For necessary physical applications such as signage and merchandise the design strictly adheres to sustainable practices utilizing recycled paper stocks and soy based inks. The color palette remains faithful to the heritage site utilizing the specific Huashan Red ochre derived from the original hematite pigment used in the rock art ensuring visual consistency and cultural respect.
- Design Challenge
- The main challenge was to breathe new life into ancient pictograms without losing their historical authenticity. Traditional approaches often result in rigid copying or overly abstract interpretations. The challenge was to find a balance making the 2000 year old symbols speak to a digital native audience while preserving their solemn heritage value. The solution lay in the methodology of contemporary reconstruction simplifying the complex rock textures into clean iconic graphics that are adaptable across media while retaining the soul of the original Luoyue visual language.
- Research
- This research revitalizes the 2000 year old Huashan Rock Art UNESCO World Heritage for modern audiences. The team employed visual archaeology to decode Luoyue totems known as the Frog Man and extracted their geometric DNA from ancient pigments. These forms were reconstructed using contemporary design principles. The resulting visual system preserves historical authenticity while ensuring educational accessibility for future generations.
- Inspiration
- The design draws direct inspiration from the awe inspiring Huashan Rock Art in Guangxi created by the Luoyue people during the Warring States period to the Eastern Han dynasty. We focused on the iconic monochromatic red ochre figures specifically the distinct forms representing ritual prayer The Frog Man and collective labor. The raw power dynamic postures and the spiritual connection between humans and nature found on the cliff faces served as the primary visual source. We sought not to copy but to decipher the primitive energy of these ancestors and translate it into a modern graphic narrative.
- Project Duration
- The project started in September 2025 in Guangxi, China and finished in December 2025. The project is located in the Huashan Scenic Area, Guangxi Zhuang Autonomous Region, China.
- Operation Flow
- The design functions as an accessible cultural gateway. By simplifying archaeological figures into intelligible modern icons it lowers the cognitive barrier for visitors. The visual system is applied across the scenic area turning wayfinding and branding into an educational experience. Visitors can instantly recognize the motifs connecting the graphics on their tickets or phone screens directly to the cliffs in front of them. This creates a cohesive narrative loop that transforms a passive viewing of archaeological ruins into an engaging relatable cultural discovery.
- Team Members
- Designer：CHEN ZILONG；
Designer：HUANG YAN；
Designer：ZHU XUGUAN；
Designer：YANG CHAO；
Designer：LIU XINYU；
Designer：GU JIAYUAN；
Designer：MAO YUTING； - Image Credits
- Image #1：CHEN ZILONG；
Image #2：HUANG YAN；
Image #3：ZHU XUGUAN；
Image #4：YANG CHAO；
Image #5：LIU XINYU；GU JIAYUAN；MAO YUTING；
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