Summer Palace Tour Reka Bentuk Jenama by YeZhang

Summer Palace Tour Reka Bentuk Jenama by YeZhang is a highly esteemed winner of the very prestigious 2024 A' Design Award Emas in Reka Bentuk Grafik, Ilustrasi dan Komunikasi Visual Competition Category.

EmasGrafik· 2024

Summer Palace Tour Reka Bentuk Jenama

by YeZhang

Client: Beijing Jiaotong University

A' Design Award Emas Winner in Grafik 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 Reka Bentuk Jenama

Summer Palace Tour ialah reka bentuk jenama yang dicipta untuk lawatan ulang tahun Istana Musim Panas di Beijing. Tiga kelompok seni bina utama diilustrasikan dalam gaya 2.5D, merangkumi lebih daripada 20 bangunan tradisional Cina, dalam warna hitam, merah dan hijau. Reka bentuk ini diaplikasikan pada bahan publisiti, alat tulis pejabat dan cenderamata, dicetak pada kertas seni bersalut dan kertas kraf dengan cetakan skrin dan penekapan emas. Sebuah kotak kertas kraf memuatkan dua poster, empat rantai kunci, pita pelekat, sekeping sampul surat dan sebuah buku nota. Pengunjung boleh membawa warisan taman ini dengan tangan.

The Recognition

About the A' Design Award Emas

Summer Palace Tour Reka Bentuk Jenama ialah pemenang A' Design Award Emas, pengiktirafan yang amat berprestij yang dianugerahkan kepada reka bentuk kelas pertama, menakjubkan dan cemerlang. Pemenang Emas ialah ciptaan yang sangat inovatif, berwawasan dan berkilau memukau yang mencerminkan kegeniusan, kebijaksanaan dan kepakaran pereka bentuknya. Summer Palace Tour Reka Bentuk Jenama diharapkan menjadi ciptaan yang sangat dipuji, perintis aliran dan monumental yang memberikan nilai tanpa tandingan. Reka bentuk pemenang A' Design Award Emas ini ialah projek yang menakjubkan dan disegani yang memberi manfaat besar kepada dan memajukan batas seni, sains, reka bentuk dan teknologi. Summer Palace Tour Reka Bentuk Jenama mencetuskan perasaan keinginan yang kuat, membangkitkan semangat, menggalakkan kreativiti dan memukau kita.

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.