Hua Shanday Visuaalinen identiteetti by Chen Zilong, Huang Yan and Zhu Xuguan

Hua Shanday Visuaalinen identiteetti by Chen Zilong, Huang Yan and Zhu Xuguan is a highly esteemed winner of the very prestigious 2026 Pronssipalkinto A' Design Award in Graafinen muotoilu Competition Category.

PronssiGrafiikka· 2026

Hua Shanday Visuaalinen identiteetti

by Chen Zilong, Huang Yan and Zhu Xuguan

Client: City University of Macau

Pronssipalkinto A' Design Award Winner in Grafiikka Category

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Colors

The Design

About Hua Shanday Visuaalinen identiteetti

Hua Shanday on visuaalinen identiteetti, joka on luotu Huashanin maisema-alueelle Guangxissa, Kiinassa, joka on UNESCOn maailmanperintökohde. Identiteetti ammentaa 2000 vuotta vanhasta Huashanin kalliotaiteesta, jonka Luoyue-kansa loi. Rituaalirukousta ja yhteisöllistä työtä kuvaavat muinaiset toteemit on poimittu ja rakennettu uudelleen selkeiksi geometrisiksi ikoneiksi. Väripaletti säilyttää alkuperäisten kalliomaalausten punaokran sävyn. Järjestelmää sovelletaan opasteisiin, julisteisiin ja digitaaliseen mediaan, jolloin opastuksesta tulee samalla saavutettava oppimiskokemus.

The Recognition

About the Pronssipalkinto A' Design Award

Hua Shanday Visuaalinen identiteetti on Pronssipalkinnon A' Design Award -voittaja, erittäin arvostettu tunnustus, joka myönnetään erinomaisille designeille, joita luonnehtivat luovuus, nerokkuus ja oveluus. Pronssivoittajat ovat runsaan taitavia ja silmiinpistävän luovia taiteellisia tuotoksia, jotka todistavat suunnittelijoidensa laajaa kokemusta, mielikuvitusta ja kekseliäisyyttä. Hua Shanday Visuaalinen identiteetti:n odotetaan olevan korkeassa arvossa pidetty, ihailtu ja rakastettu esine, joka on huomattavan ammattimainen ja innovatiivinen. Tämä Pronssipalkinnon A' Design Award -voittajadesign sisällyttää itseensä parhaita käytäntöjä taiteessa, tieteessä, designissa ja teknologiassa ja on erinomainen huomiollaan yksityiskohtiin. Hua Shanday Visuaalinen identiteetti tyydyttää upeasti tarpeita, koskettaa haluja, viehättää tunteita ja vetoaa uteliaisuuteen.

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；