Chao Xu ᱨᱮᱱᱟᱜ The Wild ᱠᱳᱨᱯᱳᱨᱮᱴ ᱪᱤᱱᱦᱟᱹ ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2020 A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱞᱚᱦᱟᱜᱨᱟᱯᱷᱤᱠ· 2020
The Wild ᱠᱳᱨᱯᱳᱨᱮᱴ ᱪᱤᱱᱦᱟᱹ
Chao Xu ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: AhnLuh Luxury Resorts and Residences
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#100724 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
The Wild ᱠᱳᱨᱯᱳᱨᱮᱴ ᱪᱤᱱᱦᱟᱹ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱱᱚᱶᱟ ᱫᱚ ᱦᱩᱱᱟᱱ ᱯᱨᱚᱫᱮᱥ ᱨᱮᱱᱟᱜ ᱦᱩᱣᱟᱝᱵᱟᱭ ᱵᱩᱨᱩ ᱪᱮᱛᱟᱱ ᱨᱮ ᱵᱮᱱᱟᱣ ᱟᱠᱟᱱ ᱢᱤᱫ ᱱᱟᱶᱟ ᱵᱟᱦᱟᱨᱮ ᱨᱤᱡᱳᱨᱴ ᱞᱟᱹᱜᱤᱫ ᱵᱽᱨᱟᱱᱰ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱟᱹᱢᱤ ᱨᱮᱱᱟᱜ ᱩᱭᱦᱟᱹᱨ ᱫᱚ ᱪᱟᱭᱱᱤᱡᱽ ᱢᱟᱨᱮ ᱥᱚᱨᱮᱥ ᱟᱨ ᱯᱟᱪᱮ ᱫᱤᱥᱚᱢ ᱨᱮᱱᱟᱜ ᱥᱟᱫᱷᱟᱨᱚᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱥᱟᱶ ᱵᱽᱨᱟᱱᱰᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱨᱮ ᱢᱮᱥᱟ ᱠᱟᱛᱮ ᱠᱟᱱᱟ᱾ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚᱞ ᱫᱚ ᱦᱩᱣᱟᱝᱵᱟᱭ ᱵᱩᱨᱩ ᱨᱮᱱᱟᱜ ᱡᱤᱭᱟᱹᱞᱤ ᱟᱨ ᱫᱟᱨᱮ ᱠᱚᱣᱟᱜ ᱜᱩᱱ ᱠᱚ ᱚᱰᱚᱠ ᱠᱟᱛᱮ ᱢᱟᱨᱮ ᱪᱟᱭᱱᱤᱡᱽ ᱪᱤᱛᱟᱹᱨ ᱵᱮᱱᱟᱣ ᱛᱚᱨᱤᱠᱟ ᱛᱮ ᱢᱤᱫ ᱠᱚᱸᱜᱽᱨᱟᱹ ᱪᱤᱱᱦᱟᱹ ᱵᱮᱱᱟᱣ ᱟᱠᱟᱫᱼᱟ, ᱠᱚᱸᱜᱽᱨᱟᱹ ᱨᱮᱱᱟᱜ ᱦᱚᱯᱚᱱ ᱠᱚ ᱥᱟᱫᱷᱟᱨᱚᱱ ᱠᱟᱛᱮ ᱢᱤᱫ ᱰᱤᱡᱟᱭᱤᱱ ᱱᱚᱠᱥᱟ ᱵᱮᱱᱟᱣ ᱟᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱢᱩᱲᱩᱛ ᱱᱚᱠᱥᱟ ᱫᱚ ᱡᱚᱛᱚ ᱞᱮᱠᱟᱱ ᱡᱤᱭᱟᱹᱞᱤ ᱟᱨ ᱫᱟᱨᱮ ᱠᱚ (ᱡᱟᱦᱟᱸ ᱠᱚ ᱵᱩᱨᱩ ᱨᱮ ᱢᱮᱱᱟᱜᱼᱟ) ᱵᱮᱱᱟᱣ ᱫᱟᱲᱮᱭᱟᱜᱼᱟ, ᱟᱨ ᱡᱚᱛᱚ ᱰᱤᱡᱟᱭᱤᱱ ᱚᱝᱥᱚ ᱠᱚ ᱢᱮᱥᱟ ᱧᱮᱞᱚᱜᱼᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
The Wild ᱠᱳᱨᱯᱳᱨᱮᱴ ᱪᱤᱱᱦᱟᱹ ᱫᱚ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ The Wild ᱠᱳᱨᱯᱳᱨᱮᱴ ᱪᱤᱱᱦᱟᱹ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- This is a brand design for a new luxury resort, which is built on top of Huangbai mountain. We extracted the rich characteristics of animals and plants in that forest and used the feathers of cranes as a pattern. This basic pattern can form all kinds of animals and plants（which exist in the mountain), by applying same pattern through the entire design making this visual identity unified and harmonious.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- Business card: 90mm x 50mm
Letterhead: 297mm x 210mm
Greeting card: 148mm x 100mm - ᱴᱮᱜ ᱠᱚ
- branding design, logo, Chinese style, hotel branding, simple
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- Using traditional Chinese painting:ink painting to create logo, which is a simple but artistic crane. the final products, e.g. business card, greeting card applied gold stamping on special paper, showing a tastefully low key luxury design.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- As the resort building was designed by architects from western country, whereas the site is in china, we need to combine traditional Chinese aesthetic with Western simplicity into branding design.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- Team members visited the site Huangbai mountain for three times, during the site visit, took large amount of site photos including unique plants and animals there. those elements finally be used in later stage design. Meanwhile, we did lots of background research on it culture and history aspects, in order to make the design more meaningful and powerful.
- ᱯᱨᱮᱨᱚᱱᱟ
- Design team applied traditional Chinese aesthetic feeling meanwhile kept its simplicity to the design. The reason to use the crane as a logo, is associated with the dream life that lots of people who choose to live in mountains desired: living idle lives like the cloud and wild crane, there is also a meaning of artistic conception. Designers got inspired by the rich characteristics of wild animals and plants in Huangbai mountain, therefore came up with different icons to represent wild animal and plants by using the same pattern element.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in Jan 2019 in Hangzhou and finished in April 2019 in Hangzhou.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Creative director:Chao Xu
Graphic design:Chao Xu
ᱥᱯᱚᱱᱥᱚᱨᱰ
Designers.org ᱠᱷᱚᱱ ᱯᱟᱨᱚᱢ ᱛᱟᱞᱟᱥ
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ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
