High Mountains Flowing Water 전시 비주얼 아이덴티티 by Baoquan Luo, Jiamin Feng and Zhiwei Lv

High Mountains Flowing Water 전시 비주얼 아이덴티티 by Baoquan Luo, Jiamin Feng and Zhiwei Lv is a highly esteemed winner of the very prestigious 2025 A' Design Award 은상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

은그래픽· 2025

High Mountains Flowing Water 전시 비주얼 아이덴티티

by Baoquan Luo, Jiamin Feng and Zhiwei Lv

Client: LanceDesign(Guangzhou)Co.,LTD

A' Design Award 은상 Winner in 그래픽 Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About High Mountains Flowing Water 전시 비주얼 아이덴티티

'고산유수(High Mountains Flowing Water)'는 중국과 이탈리아 미술 전시를 위해 제작된 포스터이자 비주얼 아이덴티티이다. 이 디자인은 동양과 서양의 요소를 융합하여 문화 교류를 표현한다. '산(山)'과 '수(水)'를 뜻하는 한자가 영문 알파벳과 하나의 유려한 캘리그래피 획으로 이어지며, 알파벳 M과 W는 로마 기둥을 연상시키는 형태를 이룬다. 빨강, 하양, 초록의 색상 팔레트는 이탈리아 국기를 상징한다. 전시명, 일자, 장소는 큰 서체로 배치되어 빠르게 인지할 수 있도록 했다. 토트백, 부채, 스태프 배지에도 동일한 비주얼 디자인이 적용되었다.

The Recognition

About the A' Design Award 은상

High Mountains Flowing Water 전시 비주얼 아이덴티티, 이 작품은 A' Design Award 은상 수상작으로, 최상급이며 아름답고 인상적인 디자인에 수여되는 비범하게 권위 있는 인정입니다. 은상 수상작은 대단히 뛰어나고 매우 창의적인 작품으로, 디자이너의 탁월한 전문 지식, 재능, 통찰력을 보여 줍니다. High Mountains Flowing Water 전시 비주얼 아이덴티티, 이 작품은 훌륭한 대표작으로서 매우 전문적이고 깊이 있게 혁신적일 것으로 기대됩니다. 이 은상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 데 이바지하는 주목할 만하고 찬사를 받는 발명품입니다. High Mountains Flowing Water 전시 비주얼 아이덴티티, 이 작품은 모두가 부러워하는 창작물로서 욕망을 일깨우고 긍정적인 감정을 불러오며 경탄과 경이로움을 불러일으킵니다.

Behind the Design

Press Kit

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

Unique Properties: The carefully layered layout creates a sense of exploration and discovery, symbolizing the precious value of finding a kindred spirit amid the complexities of the world. By blending Eastern and Western artistic elements, the poster communicates the idea that art transcends borders, showcasing the dynamic cultural dialogue and synergy between Chinese and Italian artists.
Production Technology: This design is clean yet impactful, featuring a bold yet harmonious palette of red, white, and green. These colors not only evoke the Italian flag but also, through the dynamic interplay of red lines and green strokes, convey a sense of flowing vitality. The irregular layout enhances the poster’s dynamism, while the thoughtfully arranged elements create a fresh visual experience, underscoring the exhibition’s uniqueness and artistic appeal.
Design Challenge: This design’s layout may appear casual, yet it’s meticulously planned. Key details such as the exhibition title, date, and venue are highlighted with larger fonts and distinctive colors, ensuring quick viewer recognition. To further enhance audience engagement and user experience, peripheral items such as tote bags, fans, and staff badges adopt the same visual design as the poster, reinforcing a cohesive, unified look across all materials.
Inspiration: This poster draws its inspiration from the fusion of Chinese aesthetics with Italian art, aiming to convey a profound cultural exchange and mutual understanding between the two nations through visual language. The classic theme of mountains and flowing water meet their match is woven into the design, emphasizing the concepts of knowing and encountering.
Operation Flow: The poster design artfully merges Chinese and English typography, capturing the essence of East-West cultural fusion. A central, intertwined motif symbolizes the dialogue and interaction between diverse cultures. The main visual integrates the Chinese characters for "Mountain" and "Water" with the English letters, creating a unique typographic effect. The letters "M" and "W" form a Roman column-like structure while representing the initial "I." Calligraphic strokes seamlessly link the characters for "Mountain" and "Water" in a single, fluid motion, highlighting the essence of Eastern aesthetics. Green brushstrokes flow across the design, enhancing its vitality and fluidity and reinforcing the "High Mountain and Flowing Water" theme.
Team Members: Baoquan Luo, Jiamin Feng, Zhiwei Lv
Image Credits: LanceDesign(Guangzhou)Co.,LTD

Read the Press Release