Huashan Rock Art Festival Identyfikacja Wizualna Festiwalu by Lin Shi, Yan Huang and Hongmei Wu is a highly esteemed winner of the very prestigious 2026 Brązowa Nagroda A' Design Award in Grafika, Ilustracja i Komunikacja Wizualna Competition Category.
BrązowaGrafika· 2026
Huashan Rock Art Festival Identyfikacja Wizualna Festiwalu
by Lin Shi, Yan Huang and Hongmei Wu
Client: Zhejiang Sci-Tech University
Brązowa Nagroda A' Design Award Winner in Grafika Category
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The Design
About Huashan Rock Art Festival Identyfikacja Wizualna Festiwalu
Huashan Rock Art Festival to system identyfikacji wizualnej stworzony dla festiwalu kulturalnego w Chongzuo, w prowincji Guangxi w Chinach. Identyfikacja przekształca starożytne piktogramy ze stanowiska sztuki naskalnej Huashan w proste grafiki geometryczne. Czarno-biała paleta barw i teksturowane powierzchnie przywodzą na myśl odbitki kamienne i zwietrzałą skałę. Plakaty przygotowano w formatach poziomym i pionowym, zarówno do małych wydruków, jak i wielkoformatowych ekspozycji zewnętrznych. W zastosowaniach drukowanych wykorzystano materiały z recyklingu oraz farby na bazie roślinnej. Celem projektu jest uczynienie starożytnego dziedzictwa czytelnym i dostępnym dla współczesnych odbiorców.
The Recognition
About the Brązowa Nagroda A' Design Award
Huashan Rock Art Festival Identyfikacja Wizualna Festiwalu to laureat Brązowej Nagrody A' Design Award, wysoce prestiżowego wyróżnienia przyznawanego znakomitym projektom wyróżniającym się kreatywnością, pomysłowością i przenikliwością. Laureaci Brązowej Nagrody to w pełni utalentowane i uderzająco twórcze artefakty, które poświadczają ogromne doświadczenie, wyobraźnię i zaradność ich twórców. Huashan Rock Art Festival Identyfikacja Wizualna Festiwalu ma być wysoko cenionym, podziwianym i drogim sercu przedmiotem, który jest wyjątkowo profesjonalny i innowacyjny. Ten projekt nagrodzony Brązową Nagrodą A' Design Award łączy najlepsze praktyki w sztuce, nauce, designie i technologii oraz jest doskonały dzięki dbałości o szczegóły. Huashan Rock Art Festival Identyfikacja Wizualna Festiwalu znakomicie zaspokaja potrzeby, porusza pragnienia, czaruje uczucia i przemawia do ciekawości.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- This project is a contemporary visual identity system for the Huashan Rock Art Festival, which transforms ancient pictographs into minimalist graphics using a black and white color scheme to evoke archaeological stone rubbings. Its strength lies in systematically balancing archaeological authenticity with modern visual communication, creating a universal and accessible visual language. The design establishes a new paradigm for cultural preservation through innovative design thinking, making ancient heritage dynamically relevant while preserving its spiritual essence.
- Dimensions & Packaging
- For design/small posters:
Horizontal (landscape): 370mm (width) x 210mm (height)
Vertical (portrait): 210mm (width) x 297mm (height)
For larger outdoor displays:
Horizontal (landscape): 1200mm (width) x 680mm (height)
Vertical (portrait): 600mm (width) x 900mm (height) - Tags
- Art Festival, Huashan, Exhibition Branding
- Production Technology
- The design employs principles of the International Typographic Style, utilizing a monochromatic palette and geometric simplification to translate ancient motifs into contemporary graphics. Textured treatments mimic weathered rock surfaces, while hierarchical arrangements on stacked stones replicate original ceremonial compositions. The digital-first approach ensures versatility across media, with physical applications incorporating recycled materials and plant-based inks to align with sustainable practices.
- Design Challenge
- The greatest challenge was balancing archaeological authenticity with contemporary visual communication. Internally, we navigated historical complexities—interpreting 2000-year-old pictographs with limited contextual records—and social expectations of making heritage resonate across generations. Externally, constraints included materializing the design sustainably (sourcing recycled materials, plant-based inks) and ensuring digital adaptability while preserving the tactile essence of rock art. Overcoming these required a methodology that transforms ancient motifs into a universal visual language without oversimplifying cultural significance.
- Research
- Type of Research: Cultural visual translation and brand communication
Objectives: To explore how prehistoric, non-verbal cultural heritage such as Huashan rock art can be transformed into a visual language accessible to contemporary audiences.
Methodology: Image analysis, symbol deconstruction, and graphic experimentation were used to reorganize figures, rhythms, and spatial relations from the original rock art.
Tools: Graphic design software, visual analysis, and layout prototyping.
Participants: General public and non-specialist viewers.
Results: The study shows that reducing textual explanation while emphasizing visual rhythm lowers cultural interpretation barriers.
Insights & Impact: The project offers a transferable approach for visual communication of cultural heritage in modern contexts. - Inspiration
- The inspiration stems from the desire to bridge the temporal and cultural divide between contemporary audiences and the 2,000 years old Huashan Rock Art, a UNESCO World Heritage site. The project was motivated by the need to make ancient cultural heritage emotionally resonant and visually accessible to modern viewers, while preserving its authentic significance. The design draws inspiration from the ritual scenes and stacked stone compositions of the original rock art, reinterpreting them through a minimalist and systematic visual language.
- Project Duration
- The project was developed between February 2025 and November 2025. Research and design were conducted at Zhejiang Sci-Tech University. The project is based on the Huashan Rock Art site in Chongzuo, Guangxi, China, and was produced as a visual communication proposal for the Huashan Rock Art Festival.
- Operation Flow
- This poster series translates the visual logic of Hua shan rock art into a contemporary graphic language. Viewers do not need prior historical knowledge; meaning emerges through observation. Symbols are enlarged, fragmented, and re-composed to guide the eye across the surface. Through contrast, repetition, and negative space, the posters simulate the act of discovering images on a cliff, turning viewing into a slow, participatory reading experience that strengthens cultural memory through visual engagement.
- Team Members
- Team Leader: Xuguang Zhu
Team Leader: Chao Yang
Designer: Lin Shi
Designer: Linlong Qin
Designer: Yilin Wang
Designer: Ying Xu
Designer: Yaying Mao
Designer: Mengsheng Wang
Designer: Yichen Zhu
Designer: Yan Huang
Team Leader: Hongmei Wu - Image Credits
- Image #1: Creator Lin Shi, Vertical Poster of Huashan Rock Paintings, 2025.
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