Summer Palace Tour ब्राण्ड-अभिकल्पनम् by YeZhang is a highly esteemed winner of the very prestigious 2024 A' Design Award सुवर्णपुरस्कारः in आलेखिका, चित्रण एवं दृश्य सम्प्रेषण अभिकल्पना Competition Category.
सुवर्णम्आलेखिका· 2024
Summer Palace Tour ब्राण्ड-अभिकल्पनम्
by YeZhang
Client: Beijing Jiaotong University
A' Design Award सुवर्णपुरस्कारः Winner in आलेखिका Category
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- Verified Award Winner
- Verify Award Status for #158812
The Design
About Summer Palace Tour ब्राण्ड-अभिकल्पनम्
समर-पैलेस-टूर इति बीजिंग-नगरस्य ग्रीष्मप्रासादस्य (समर-पैलेस) वार्षिकोत्सव-यात्रायै निर्मितं ब्राण्ड-अभिकल्पनम् अस्ति। त्रीणि प्रमुखानि वास्तुसमूहानि २.५डी-शैल्यां चित्रितानि सन्ति, यत्र विंशत्यधिकानि पारम्परिक-चीनीय-भवनानि कृष्ण-रक्त-हरितवर्णेषु समाविष्टानि। इदम् अभिकल्पनं प्रचारसामग्रीषु, कार्यालयोपकरणेषु स्मारकवस्तुषु च प्रयुक्तम्, यत् स्क्रीन-मुद्रणेन स्वर्णमुद्रांकनेन च लेपित-कलापत्रे शिल्पपत्रे च मुद्रितम्। एकस्मिन् शिल्पपत्रपेटिकायां द्वे भित्तिपत्रे, चत्वारि कुञ्चिकावलयानि, आसंजनपट्टिका, एकं लिफाफकं टिप्पणीपुस्तकं च सन्ति। दर्शकाः उद्यानस्य सांस्कृतिकधरोहरं हस्तेन नेतुं शक्नुवन्ति।
The Recognition
About the A' Design Award सुवर्णपुरस्कारः
Summer Palace Tour ब्राण्ड-अभिकल्पनम् A' Design Award सुवर्णपुरस्कारस्य विजेता अस्ति; अयम् अपरिमितं प्रतिष्ठितः सम्मानः प्रथमश्रेणीयेभ्यो विस्मयजनकेभ्य उत्कृष्टेभ्यश्चाभिकल्पेभ्यो दीयते। सुवर्णविजेतारोऽत्यन्तं नवोन्मेषिन्यो गहनदूरदर्शिन्यस्तेजोभिश्चक्षुराकर्षिण्यश्च सृष्टयः सन्ति, याः स्वाभिकल्पकानां प्रतिभां प्रज्ञां कौशलं च प्रतिबिम्बयन्ति। Summer Palace Tour ब्राण्ड-अभिकल्पनम् सर्वाधिकप्रशंसितः प्रवृत्तिनिर्माता स्मारकीय आविष्कारो भविष्यतीति प्रत्याशा क्रियते, योऽभूतपूर्वं मूल्यं ददाति। A' Design Award सुवर्णपुरस्कारं जितवद् एतद् अभिकल्पकार्यं दर्शनीया आदृता परियोजना अस्ति, या कलाया विज्ञानस्याभिकल्पस्य प्रौद्योगिक्याश्च सीमा महता लाभेन विस्तारयति। Summer Palace Tour ब्राण्ड-अभिकल्पनम् तीव्राः कामना उद्बोधयति, उत्साहं जनयति, सृजनशीलताम् उत्साहयति, अस्मान् मोहयति च।
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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