Summer Palace Tour Дизайн бренда by YeZhang is a highly esteemed winner of the very prestigious 2024 Золотая премия A' Design Award in Дизайн графики, иллюстрации и визуальных коммуникаций Competition Category.
ЗолотаяГрафика· 2024
Summer Palace Tour Дизайн бренда
by YeZhang
Client: Beijing Jiaotong University
Золотая премия A' Design Award Winner in Графика Category
Verified Award Winner
Verify Award Status for #158812The Design
About Summer Palace Tour Дизайн бренда
«Экскурсия по парку Ихэюань» — это фирменный стиль, разработанный для юбилейного экскурсионного маршрута по парку Ихэюань (Летнему дворцу) в Пекине. Три главных архитектурных комплекса изображены в стиле 2.5D и охватывают более 20 традиционных китайских построек, выполненных в чёрном, красном и зелёном цветах. Дизайн применён в рекламно-информационных материалах, офисных принадлежностях и сувенирной продукции, отпечатанных на мелованной художественной и крафтовой бумаге с использованием шелкографии и тиснения золотом. В крафтовой коробке размещены два постера, четыре брелока, клейкая лента, конверт и блокнот. Так посетители могут унести наследие императорского сада с собой.
The Recognition
About the Золотая премия A' Design Award
Summer Palace Tour Дизайн бренда — лауреат Золотой премии A' Design Award, неимоверно престижного признания, присуждаемого первоклассным, восхитительным и выдающимся проектам. Обладатели Золотой премии — это чрезвычайно инновационные, провидческие и ослепительно блестящие творения, отражающие гений, мудрость и мастерство их авторов. Ожидается, что Summer Palace Tour Дизайн бренда станет высоко превозносимым, задающим тренды и монументальным изобретением, обеспечивающим беспрецедентную ценность. Этот проект, получивший Золотую премию A' Design Award, — впечатляющая, уважаемая работа, которая приносит большую пользу и раздвигает границы искусства, науки, дизайна и технологий. Summer Palace Tour Дизайн бренда вызывает сильное чувство желания, пробуждает страсть, побуждает к творчеству и завораживает нас.
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.
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