Joyful Garden Tour Reka Bentuk Jenama Acara by Ye Zhang

Joyful Garden Tour Reka Bentuk Jenama Acara by Ye Zhang is a highly esteemed winner of the very prestigious 2024 A' Design Award Gangsa in Reka Bentuk Grafik, Ilustrasi dan Komunikasi Visual Competition Category.

GangsaGrafik· 2024

Joyful Garden Tour Reka Bentuk Jenama Acara

by Ye Zhang

Client: Beijing Jiaotong University

A' Design Award Gangsa Winner in Grafik Category

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Verified Award Winner

Verify Award Status for #159119

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

Colors

The Design

About Joyful Garden Tour Reka Bentuk Jenama Acara

Joyful Garden Tour adalah reka bentuk jenama acara yang dicipta untuk sebuah pesta taman Tahun Baru Cina yang diadakan di Istana Musim Panas dan Istana Musim Panas Lama di Beijing. Bangunan-bangunan terkenal daripada kedua-dua taman tersebut dikaji dan dipermudahkan menjadi ikon grafik yang jelas. Ikon-ikon ini digabungkan dengan motif naga daripada zodiak Cina 2024. Warna biru dan merah jambu menzahirkan daya hidup baharu yang diambil daripada sejarah yang panjang. Poster, risalah dan kad dicetak pada kertas mutiara dengan teknik timbul (embossing) dan cetakan perak (silver stamping). Lambang acara ini menggunakan kraf enamel perak tradisional Cina.

The Recognition

About the A' Design Award Gangsa

Joyful Garden Tour Reka Bentuk Jenama Acara ialah pemenang A' Design Award Gangsa, pengiktirafan yang amat berprestij yang dianugerahkan kepada reka bentuk cemerlang yang dicirikan oleh kreativiti, kecerdikan dan ketajaman fikiran. Pemenang Gangsa ialah artifak yang amat mahir dan sangat kreatif yang membuktikan pengalaman luas, imaginasi dan akal budi pereka bentuknya. Joyful Garden Tour Reka Bentuk Jenama Acara diharapkan menjadi objek yang sangat dihargai, dikagumi dan disayangi, sangat profesional dan inovatif. Reka bentuk pemenang A' Design Award Gangsa ini merangkumi amalan terbaik dalam seni, sains, reka bentuk dan teknologi, dan cemerlang dalam perhatiannya terhadap butiran. Joyful Garden Tour Reka Bentuk Jenama Acara memenuhi keperluan dengan indah, menyentuh keinginan, memikat perasaan dan menarik rasa ingin tahu.

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.