Hua Shanday Fisuele Identiteit by Chen Zilong, Huang Yan and Zhu Xuguan

Hua Shanday Fisuele Identiteit by Chen Zilong, Huang Yan and Zhu Xuguan is a highly esteemed winner of the very prestigious 2026 A' Design Award yn Brûns in Grafyk, Yllustraasje en Fisuele Kommunikaasje Ûntwerp Competition Category.

BrûnsGrafysk· 2026

Hua Shanday Fisuele Identiteit

by Chen Zilong, Huang Yan and Zhu Xuguan

Client: City University of Macau

A' Design Award yn Brûns Winner in Grafysk 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 Hua Shanday Fisuele Identiteit

Hua Shanday is in fisuele identiteit dy't makke is foar it Huashan Toeristysk Gebiet yn Guangxi, Sina, in UNESCO-wrâlderfgoedlokaasje. De identiteit is basearre op de 2000 jier âlde Huashan-rotskeunst dy't makke waard troch it Luoyue-folk. Alde totems dy't rituele gebeden en kollektive arbeid sjen litte, binne derút helle en opnij opboud as strakke geometryske ikoanen. It kleurepalet hâldt de reade okertoan fan de oarspronklike rotsskilderingen oan. It systeem wurdt tapast op bewegwizering, posters en digitale media, sadat it paadwizen ek in tagonklike edukative ûnderfining wurdt.

The Recognition

About the A' Design Award yn Brûns

Hua Shanday Fisuele Identiteit is in winner fan de A' Design Award yn Brûns, in heech prestisjeuze erkenning foar treflike ûntwerpen dy't har ûnderskiede troch kreativiteit, fernuft en tûkens. Brûnswinners binne tige feardige en opfallend kreative artefakten dy't de grutte ûnderfining, ferbylding en betochtsumens fan har ûntwerpers befêstigje. Fan Hua Shanday Fisuele Identiteit wurdt ferwachte dat it in tige heech achte, bewûndere en dierber objekt is dat opmerklik profesjoneel en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Brûns yntegrearret de bêste praktiken yn keunst, wittenskip, ûntwerp en technology en is treflik om syn omtinken foar detail. Hua Shanday Fisuele Identiteit foldocht behoeften prachtich, reitsjet winsken, betsjoeveret gefoelens en sprekt nijsgjirrigens oan.

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；