Westlake Impression Дизайн фирменного стиля бренда by Chao Yang is a highly esteemed winner of the very prestigious 2023 Железная премия A' Design Award in Дизайн графики, иллюстрации и визуальных коммуникаций Competition Category.
ЖелезнаяГрафика· 2023
Westlake Impression Дизайн фирменного стиля бренда
by Chao Yang
Client: Zhejiang University of Finance & Economics
Железная премия A' Design Award Winner in Графика Category
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The Design
About Westlake Impression Дизайн фирменного стиля бренда
«Westlake Impression» — дизайн фирменного стиля, разработанный для компании исполнительских искусств в Ханчжоу, Китай. Представление проходит на квадратной платформе, расположенной примерно на десять сантиметров ниже поверхности озера Сиху, а само озеро служит фоном. Фирменный стиль построен по децентрализованному принципу: в центре визуального восприятия не размещается логотип. Вместо этого идентичность формируется совокупной системой графических групп. Основными визуальными концепциями стали квадратная сцена и окно, символизирующее продвижение городской культуры. Цель — усилить узнаваемость бренда.
The Recognition
About the Железная премия A' Design Award
Westlake Impression Дизайн фирменного стиля бренда — лауреат Железной премии A' Design Award, престижного признания, присуждаемого хорошим проектам, которые отвечают профессиональным и промышленным требованиям, ожидаемым от хорошо продуманных творений. Обладатели Железной премии демонстрируют большое мастерство, высокую специализацию, экспертное понимание и творческие способности их авторов. Ожидается, что Westlake Impression Дизайн фирменного стиля бренда станет высокоценимым, вызывающим восхищение и дорогим сердцу творением, практичным и инновационным. Этот проект, получивший Железную премию A' Design Award, интегрирует лучшие отраслевые практики и обладает компетентными техническими характеристиками, сочетающимися с ноу-хау и талантом. Благодаря основательности Westlake Impression Дизайн фирменного стиля бренда заслуживает уважения и создан для того, чтобы улучшать качество жизни, помогая сделать мир лучше.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- "Impression West Lake" is a performing arts brand. In 2016, entrusted by the Ministry of Foreign Affairs, the G20 Hangzhou Summit designed and arranged a performance of Hangzhou, which was highly praised by the heads of 20 countries.
In this project, the design team tried to make a set of VI without logo. A decentralized design method is proposed, that is, to eliminate the logo as the center of visual recognition, and turn to the system design method of forming an identity with graphic groups. - Dimensions & Packaging
- Combining stage works with colorful sound and light, and combining the stage with reflections in the water to produce a unique visual art effect, the weaving of the Western and Chinese stages.
- Tags
- Brand, Poster, Logo, West Lake, Traditional Culture
- Production Technology
- It has significantly enhanced the recognition of the brand image and customer favors. Help enterprises were selected by the State -owned Assets Supervision and Administration Commission of the State Council of the People's Republic of China to release the "Typical Cases of 100 State -owned Enterprise Brands in 2021", including only 31 local state -owned enterprises, 2 Zhejiang Province; Recommended and used as a monthly review case; dynamic performing arts video was reprinted by multiple design numbers and video numbers.
- Design Challenge
- After investigation, we found that the most impressive of the brand was a square stage hidden in the waters of the West Lake. When the lights were secret, the actors jumped with the music on the mirror -like lake and jumped with the music of "Liang Zhu" and the "Swan Lake" performed by the Ballet's performance. A total of ten actors of the performance were completed on the water, which was significantly different from the real product.
- Research
- "Impression West Lake" is not only a performing arts company but also a real landscape performance created by the "Iron Triangle" team of directors Zhang Yimou, Wang Chaoge and Fan Yue. It has performed 3,000 performances in total and received 2.9 million audiences. In 2016, entrusted by the Ministry of Foreign Affairs of the People's Republic of China, the original performance "Impression of the West Lake" was revised into "The Most Reminiscence of Hangzhou", and performed as a project of the G20 Hangzhou Summit. The first performance was highly praised by the heads of 20 countries. The performance was broadcast live on the Internet and on television and gained worldwide attention. From May to December 2017, nearly 400,000 visitors were received, with an average attendance rate of more than 80%, of which more than 20% were overseas visitors, and sales hit a record high. "Impression West Lake" has also started a new journey towards international development from the original local tourism.
- Inspiration
- The performance is a live performance with the West Lake as the background. The cultural and artistic performance blending the East and the West is held on a square stage about 10cm below the water surface of the West Lake. The square stage and the window for urban cultural promotion became the main concept of my design.
- Project Duration
- The project starts in Hangzhou in August 2020, in Hangzhou in February 2021 and will be presented in Hangzhou in April 2022.
- Operation Flow
- Combining stage works with colourful sound and light, combining the stage with reflections in the water to produce a unique visual art effect, the weaving of the Chinese and Western stages.
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