Joyful Garden Tour इव्हेंट ब्रँड डिझाइन by Ye Zhang is a highly esteemed winner of the very prestigious 2024 A' Design Award कांस्य पुरस्कार in ग्राफिक्स, चित्रण आणि दृश्य संवाद डिझाइन Competition Category.
कांस्यग्राफिक· 2024
Joyful Garden Tour इव्हेंट ब्रँड डिझाइन
by Ye Zhang
Client: Beijing Jiaotong University
A' Design Award कांस्य पुरस्कार Winner in ग्राफिक Category
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The Design
About Joyful Garden Tour इव्हेंट ब्रँड डिझाइन
जॉयफुल गार्डन टूर हे बीजिंगमधील समर पॅलेस आणि ओल्ड समर पॅलेस येथे आयोजित चिनी नववर्ष गार्डन पार्टीसाठी तयार करण्यात आलेले इव्हेंट ब्रँड डिझाइन आहे. दोन्ही बागांमधील सुप्रसिद्ध इमारतींचा अभ्यास करून त्यांना सुस्पष्ट ग्राफिक चिन्हांमध्ये सुलभ करण्यात आले. ही चिन्हे २०२४ च्या चिनी राशिचक्रातील ड्रॅगन आकृतिबंधासोबत एकत्रित करण्यात आली आहेत. निळा आणि गुलाबी रंग दीर्घ इतिहासातून उगम पावलेल्या नव्या चैतन्याची अभिव्यक्ती करतात. पोस्टर्स, ब्रोशर्स आणि कार्ड्स मोत्यासारख्या कागदावर (पर्ल पेपर) एम्बॉसिंग आणि सिल्व्हर स्टॅम्पिंगसह छापण्यात आले आहेत. या ब्रँडचिन्हासाठी (एम्ब्लेम) पारंपरिक चिनी सिल्व्हर एनॅमल कारागिरीचा वापर करण्यात आला आहे.
The Recognition
About the A' Design Award कांस्य पुरस्कार
Joyful Garden Tour इव्हेंट ब्रँड डिझाइन हे A' Design Award कांस्य पुरस्काराचे विजेते आहे, सर्जनशीलता, कल्पकता आणि चतुराई यांमुळे उठून दिसणाऱ्या उत्कृष्ट रचनांना दिला जाणारा उच्च प्रतिष्ठेचा सन्मान. कांस्य विजेते कौशल्यपूर्ण आणि लक्षवेधी सर्जनशील कलाकृती असून रचनाकारांचा अनुभव, कल्पनाशक्ती आणि साधनसंपन्नता सिद्ध करतात. Joyful Garden Tour इव्हेंट ब्रँड डिझाइन ही अत्यंत मानाची, कौतुकास्पद आणि जिव्हाळ्याची, उल्लेखनीयरीत्या व्यावसायिक आणि नाविन्यपूर्ण वस्तू असेल अशी अपेक्षा आहे. ही कांस्य पुरस्कार जिंकलेली रचना कला, विज्ञान, रचना आणि तंत्रज्ञानातील उत्कृष्ट पद्धती अंगीकारते आणि तपशिलांकडे दिलेल्या लक्षामुळे उत्कृष्ट आहे. Joyful Garden Tour इव्हेंट ब्रँड डिझाइन गरजा उत्तम प्रकारे पूर्ण करते, इच्छांना स्पर्श करते, भावनांना मोहित करते आणि कुतूहल जागवते.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Through extensive data research, most famous buildings in the Old Summer Palace and the Summer Palace are selected to be graphically manipulated to create the most recognizable and communicable icon, and combined it with Loong, the Chinese Zodiac motif for 2024. Blue and pink colors were chosen to reflect the new vitality that has emerged from its long history. We explore suitable visual presentation method for architectural icons, and help the development and intermingling of diverse cultures.
- Dimensions & Packaging
- Billboard poster: 420mm × 594mm
Paper fold: 100mm × 200mm
Promotional poster: 210mm × 297mm
Card: 55mm × 85mm
Bracelet: 25mm × 200mm
Emblem: Approximately 60mm × 60mm
Handbag: 285mm × 285mm
Sticker: 25mm × 25mm, 25mm × 10mm - Tags
- culture; traditional elements; brand planning; inheritance and innovation; Eastern aesthetics; modern design;
- Production Technology
- "Joy of Garden Tour" is a brand of garden party activities taking place in the Summer Palace and the Old Summer Palace in 2024. Paper materials such as brochures, posters, and cards are printed on pearl paper with embossing and silver stamping techniques. The emblem adopts traditional Chinese silver enamel craftsmanship, which has commercial value while maintaining deep significance of traditional Chinese culture.
- Design Challenge
- The core challenge in the design process is how to integrate classical architecture with modern aesthetics, ensuring that the brand image is both unique and easily recognizable, while also meeting the expectations and needs of the target audience to address market changes.
- Research
- Type: Brand Design Research
Goal: To build a Chinese New Year Garden Party that combines traditional charm and modern design style.
Methods: By employing literature research, on-site visits, event planning, brand communication, and data analysis, a comprehensive approach was taken to establish a brand for the New Year Garden Party at the Summer Palace and the Old Summer Palace combining traditional architecture with the cultural elements of the Year of the Dragon. The project primarily utilized AI and PS for production.
Outcome: By integrating the architectural icons of the Summer Palace and the Old Summer Palace with the cultural elements of the Year of the Dragon, a cultural brand for the New Year Garden Party was created with a youthful aesthetic.
Impact: With the successful implementation of the Garden Party activities, not only has it deepened the public's understanding of the traditional architecture of the Summer Palace and the Old Summer Palace, but it has also promoted the dissemination of the traditional culture of the Year of the Dragon. It has enhanced visitors' cultural participation and sense of belonging, elevated the cultural taste of the scenic area, and injected new vitality into the regional cultural tourism development. - Inspiration
- The "Joyful Garden Tour" is the 2024 Chinese New Year event jointly organized by the Old Summer Palace and the Summer Palace. Only on the first day of the Spring Festival holiday, they welcomed nearly 160,000 visitors.
In this event branding design,we traced the historical lineage of the two gardens and presented their unique historical essence in a new way, and visitors can deeply feel the historical heritage and vitality of the Summer Palace and the Old Summer Palace during the garden tour. - Project Duration
- Started in July 2023, the project was completed in October, and was launched from January 1 to February 29, 2024 in the Summer Palace and the Summer Palace in Beijing.
- Operation Flow
- This brand is an advertising and a cultural creative product for the New Year Garden Party at the Summer Palace and the Old Summer Palace. It is distributed and sold both inside and outside the palaces for promotional purposes and as souvenirs for visitors.
- Patents
- This work is all original images not copyrighted.
- Team Members
- Design Director：YeZhang
Art Director：XingxingLi
Art Director：YangMao
Lead Designer：YuyangWu
Designer：YudiLei
Designer：KaixuanJia
Designer：HuanxiaoGuo - Image Credits
- This work is all original images not copyrighted.
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