Summer Palace Tour Брэндийн дизайн by YeZhang

Summer Palace Tour Брэндийн дизайн by YeZhang is a highly esteemed winner of the very prestigious 2024 A' Design Award Алтан шагнал in График, зураглал ба визуал харилцааны дизайн Competition Category.

АлтанГрафик· 2024

Summer Palace Tour Брэндийн дизайн

by YeZhang

Client: Beijing Jiaotong University

A' Design Award Алтан шагнал Winner in График Category

240,692

Verified Award Winner

Verify Award Status for #158812

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Summer Palace Tour Брэндийн дизайн

Summer Palace Tour нь Бээжин хотын Зуны Ордны ойн аяллын хүрээнд бүтээгдсэн брэндийн дизайн юм. Гурван том архитектурын цогцолборыг 2.5D хэв маягаар дүрсэлж, 20 гаруй хятадын уламжлалт барилга байгууламжийг хар, улаан, ногоон өнгөөр харуулсан. Уг дизайныг сурталчилгааны материал, оффисын хэрэгсэл, бэлэг дурсгалын зүйлсэд ашиглаж, бүрсэн урлагийн цаас болон крафт цаасан дээр шилэн хэвлэл (screen printing) болон алтан дардас ашиглан хэвлэсэн. Крафт цаасан хайрцагт хоёр зурагт хуудас, дөрвөн түлхүүрийн оосор, наалдамхай тууз, дугтуй, тэмдэглэлийн дэвтэр багтсан. Зочид цэцэрлэгт хүрээлэнгийн өвийг гартаа авч явах боломжтой.

The Recognition

About the A' Design Award Алтан шагнал

Summer Palace Tour Брэндийн дизайн нь A' Design Award Алтан шагналын ялагч бөгөөд нэгдүгээр зэргийн, гайхамшигтай, гарамгай загварт олгодог маш нэр хүндтэй хүлээн зөвшөөрөлт юм. Алтан ялагчид бол маш шинэлэг, алсын хараатай, нүд гялбам гэрэлтсэн бүтээл бөгөөд зохион бүтээгчдийн авьяас, мэргэн ухаан, ур чадварыг тусгадаг. Summer Palace Tour Брэндийн дизайн нь хамгийн их магтагдсан, чиг хандлага тогтоогч, хөшөө мэт шинэ бүтээл болж урьд өмнө байгаагүй үнэ цэнийг бий болгоно гэж хүлээгддэг. Алтан шагнал хүртсэн энэ загвар бол урлаг, шинжлэх ухаан, загвар, технологийн хил хязгаарыг тэлдэг гайхамшигтай, үнэлэгдсэн төсөл юм. Summer Palace Tour Брэндийн дизайн хүчтэй хүсэл төрүүлж, хүсэл тэмүүллийг сэдрээж, бүтээлч сэтгэлгээг урамшуулж, байлдан дагуулдаг.

Behind the Design

Press Kit

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

Unique Properties: The design team used 2.5D style to draw the three major architectural clusters in the Summer Palace, covering more than 20 traditional Chinese buildings in total, using black, red, and green colors to create a colorful visual experience. We also introduced the concept of "Small Hand-carry", hoping that visitors can easily play around the Summer Palace, holding the history in the palm of their hands, taking the beauty of the scenery at their fingertips, and carrying good gifts in their hands.
Dimensions & Packaging: Souvenir box: 200mm*150mm*80mm
Ticket: 100mm*50mm
Poster: A1 (594mm*841mm),A2 (420mm*594mm)
Envelope: 220mm*110mm
Notebook: B5 176mm*250mm
Key fob: Acrylic, 50mm*20mm*5mm
Tags: Brand design, Anniversary, Cultural and creative products, Chinese traditional architecture, Chinese traditional garden
Production Technology: A journey in the Summer Palace brand design has varied cultural and creative products, including publicity materials, office supplies and souvenirs. we used special papers such as coated art paper and craft paper, and applied printing techniques such as screen printing and gild stamping. Craft paper souvenir box contains 2 posters, 4 key rings, 1 adhesive tape, 1 envelope and 1 notebook, which are especially favored by Chinese youngsters.
Design Challenge: Nowadays, integrating commercial products and traditional culture and symbols, and developing a consuming fashion such as new Chinese style or China-Chic style, which will be the key challenge of the design. So that, we focused on using popular art techniques to depict the special roofs and elevations of the buildings. Not only we can cater to normal consumers, but also show them the charm of Chinese ancient architecture and garden.
Research: Type: Brand design research
Target: Appealing young visitors to experience the charm of China-Chic ancient architecture.
Method: Using literature reviews, brand planning and other, to determine design style and products to be made.
Results: The brand’s main vision is to create the most distinctive royal garden buildings with 2.5D and China-Chic style.
Effects: Showcasing the connotation of the variable culture of the Summer Palace. Providing new ideas for the transformation of traditional culture.
Inspiration: To marking its 110th anniversary since opening to the public, the Summer Palace is launching the "Summer Palace Tour"cultural activity, aiming to offer visitors a memorable and emotional anniversary tour experience.From a private royal garden to a national park, the Summer Palace is now a World Heritage Site and is expected to receive 20 million visitors in 2024.We hope that this design will reveal the new cultural connotation of this historical garden and give it an international visual image.
Project Duration: The project started in Beijing in July 2023 and completed in January 2024. The exhibition will be held in Summer Palace, Beijing, China, from June 2024 to September 2024.
Operation Flow: The cultural and creative products are on seal, online in the official website and offline in the Summer Palace, also being presented as anniversary activity gifts. We hope visitors can get relaxed enjoying the Summer Palace, to have their favorite architecture on the hand, to have the beautiful scenery in the hand and to have exquisite gifts by the hand.
Patents: This work is all original images not copyrighted.
Team Members: Design Director:Yezhang
Art Director:YangMao
Art Director:XingxingLi
Lead Designer:YiHe
Designer:JinyiZheng
Designer:XiaoyuZhou
Designer:YudiLei
Designer:YanLi
Image Credits: This work is all original images not copyrighted.