Huashan Rock Art Festival フェスティバルのビジュアルアイデンティティ by Lin Shi, Yan Huang and Hongmei Wu

Huashan Rock Art Festival フェスティバルのビジュアルアイデンティティ by Lin Shi, Yan Huang and Hongmei Wu is a highly esteemed winner of the very prestigious 2026 A' Design Award 銅賞 in グラフィックス・イラストレーション・ビジュアルコミュニケーションデザイン Competition Category.

銅グラフィック· 2026

Huashan Rock Art Festival フェスティバルのビジュアルアイデンティティ

by Lin Shi, Yan Huang and Hongmei Wu

Client: Zhejiang Sci-Tech University

A' Design Award 銅賞 Winner in グラフィック Category

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The Design

About Huashan Rock Art Festival フェスティバルのビジュアルアイデンティティ

花山岩画フェスティバルは、中国広西チワン族自治区・崇左市で開催される文化フェスティバルのために制作されたビジュアルアイデンティティシステムである。花山岩画遺跡に残る古代の象形文様を、シンプルな幾何学的グラフィックへと昇華させた。モノクロのカラーパレットと質感のある表面処理により、石の拓本や風化した岩肌を想起させる。ポスターは横位置と縦位置の両フォーマットで展開し、小型プリントから大型屋外掲示まで対応する。印刷物には再生素材と植物由来インクを使用。古代の遺産を現代の鑑賞者にとって明快で親しみやすいものとすることを目指している。

The Recognition

About the A' Design Award 銅賞

Huashan Rock Art Festival フェスティバルのビジュアルアイデンティティは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Huashan Rock Art Festival フェスティバルのビジュアルアイデンティティは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Huashan Rock Art Festival フェスティバルのビジュアルアイデンティティは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。

Behind the Design

Press Kit

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

Unique Properties: This project is a contemporary visual identity system for the Huashan Rock Art Festival, which transforms ancient pictographs into minimalist graphics using a black and white color scheme to evoke archaeological stone rubbings. Its strength lies in systematically balancing archaeological authenticity with modern visual communication, creating a universal and accessible visual language. The design establishes a new paradigm for cultural preservation through innovative design thinking, making ancient heritage dynamically relevant while preserving its spiritual essence.
Dimensions & Packaging: For design/small posters:

Horizontal (landscape): 370mm (width) x 210mm (height)

Vertical (portrait): 210mm (width) x 297mm (height)

For larger outdoor displays:

Horizontal (landscape): 1200mm (width) x 680mm (height)

Vertical (portrait): 600mm (width) x 900mm (height)
Tags: Art Festival, Huashan, Exhibition Branding
Production Technology: The design employs principles of the International Typographic Style, utilizing a monochromatic palette and geometric simplification to translate ancient motifs into contemporary graphics. Textured treatments mimic weathered rock surfaces, while hierarchical arrangements on stacked stones replicate original ceremonial compositions. The digital-first approach ensures versatility across media, with physical applications incorporating recycled materials and plant-based inks to align with sustainable practices.
Design Challenge: The greatest challenge was balancing archaeological authenticity with contemporary visual communication. Internally, we navigated historical complexities—interpreting 2000-year-old pictographs with limited contextual records—and social expectations of making heritage resonate across generations. Externally, constraints included materializing the design sustainably (sourcing recycled materials, plant-based inks) and ensuring digital adaptability while preserving the tactile essence of rock art. Overcoming these required a methodology that transforms ancient motifs into a universal visual language without oversimplifying cultural significance.
Research: Type of Research: Cultural visual translation and brand communication
Objectives: To explore how prehistoric, non-verbal cultural heritage such as Huashan rock art can be transformed into a visual language accessible to contemporary audiences.
Methodology: Image analysis, symbol deconstruction, and graphic experimentation were used to reorganize figures, rhythms, and spatial relations from the original rock art.
Tools: Graphic design software, visual analysis, and layout prototyping.
Participants: General public and non-specialist viewers.
Results: The study shows that reducing textual explanation while emphasizing visual rhythm lowers cultural interpretation barriers.
Insights & Impact: The project offers a transferable approach for visual communication of cultural heritage in modern contexts.
Inspiration: The inspiration stems from the desire to bridge the temporal and cultural divide between contemporary audiences and the 2,000 years old Huashan Rock Art, a UNESCO World Heritage site. The project was motivated by the need to make ancient cultural heritage emotionally resonant and visually accessible to modern viewers, while preserving its authentic significance. The design draws inspiration from the ritual scenes and stacked stone compositions of the original rock art, reinterpreting them through a minimalist and systematic visual language.
Project Duration: The project was developed between February 2025 and November 2025. Research and design were conducted at Zhejiang Sci-Tech University. The project is based on the Huashan Rock Art site in Chongzuo, Guangxi, China, and was produced as a visual communication proposal for the Huashan Rock Art Festival.
Operation Flow: This poster series translates the visual logic of Hua shan rock art into a contemporary graphic language. Viewers do not need prior historical knowledge; meaning emerges through observation. Symbols are enlarged, fragmented, and re-composed to guide the eye across the surface. Through contrast, repetition, and negative space, the posters simulate the act of discovering images on a cliff, turning viewing into a slow, participatory reading experience that strengthens cultural memory through visual engagement.
Team Members: Team Leader: Xuguang Zhu
Team Leader: Chao Yang
Designer: Lin Shi
Designer: Linlong Qin
Designer: Yilin Wang
Designer: Ying Xu
Designer: Yaying Mao
Designer: Mengsheng Wang
Designer: Yichen Zhu
Designer: Yan Huang
Team Leader: Hongmei Wu
Image Credits: Image #1: Creator Lin Shi, Vertical Poster of Huashan Rock Paintings, 2025.