Joyful Garden Tour Arrangementets merkevaredesign by Ye Zhang

Joyful Garden Tour Arrangementets merkevaredesign by Ye Zhang is a highly esteemed winner of the very prestigious 2024 A' Design Award i Bronse in Grafikk-, Illustrasjons- og Visuell Kommunikasjonsdesign Competition Category.

BronseGrafikk· 2024

Joyful Garden Tour Arrangementets merkevaredesign

by Ye Zhang

Client: Beijing Jiaotong University

A' Design Award i Bronse Winner in Grafikk 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 Arrangementets merkevaredesign

Joyful Garden Tour er en merkevaredesign for et arrangement, skapt for en kinesisk nyttårsfest i hagen ved Sommerpalasset og Det gamle sommerpalasset i Beijing. Kjente bygninger fra begge hagene ble studert og forenklet til klare grafiske ikoner. Ikonene er kombinert med drakemotivet fra det kinesiske dyrekretstegnet for 2024. Blå og rosa farger uttrykker ny vitalitet hentet fra en lang historie. Plakater, brosjyrer og kort er trykt på perlepapir med preging og sølvstansing. Emblemet benytter tradisjonelt kinesisk sølvemaljehåndverk.

The Recognition

About the A' Design Award i Bronse

Joyful Garden Tour Arrangementets merkevaredesign er vinner av A' Design Award i Bronse, en høyt prestisjefylt anerkjennelse som tildeles enestående design som utmerker seg ved kreativitet, oppfinnsomhet og skarpsindighet. Bronsevinnere er rikt dyktige og påfallende kreative gjenstander som bekrefter designernes store erfaring, fantasi og ressurssterkhet. Joyful Garden Tour Arrangementets merkevaredesign forventes å være en høyt ansett, beundret og verdsatt gjenstand som er bemerkelsesverdig profesjonell og nyskapende. Dette designet, som har vunnet A' Design Award i Bronse, rommer beste praksis innen kunst, vitenskap, design og teknologi og utmerker seg ved sin omtanke for detaljer. Joyful Garden Tour Arrangementets merkevaredesign tilfredsstiller behov på en strålende måte, berører ønsker, sjarmerer følelser og vekker nysgjerrighet.

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.