Joyful Garden Tour Oblikovanje blagovne znamke dogodka – avtor Ye Zhang

Delo Joyful Garden Tour Oblikovanje blagovne znamke dogodka avtorja Ye Zhang je izjemno cenjeni dobitnik prestižne nagrade 2024 Bronasta nagrada A' Design Award v tekmovalni kategoriji Grafično oblikovanje, ilustracija in vizualna komunikacija.

BronastaGrafika· 2024

Joyful Garden Tour Oblikovanje blagovne znamke dogodka

avtor/ica: Ye Zhang

Naročnik: Beijing Jiaotong University

Dobitnik nagrade Bronasta nagrada A' Design Award v kategoriji Grafika

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Dizajn

O dizajnu Joyful Garden Tour Oblikovanje blagovne znamke dogodka

Radostni sprehod po vrtu je oblikovanje blagovne znamke dogodka, ustvarjeno za novoletno vrtno zabavo v kitajskem koledarju, ki je potekala v Poletni palači in Stari poletni palači v Pekingu. Preučene so bile znane stavbe obeh vrtov, ki so bile poenostavljene v jasne grafične ikone. Ikone so združene z motivom zmaja iz kitajskega horoskopa za leto 2024. Modra in roza barva izražata novo vitalnost, izvirajočo iz dolge zgodovine. Plakati, brošure in kartice so natisnjeni na perletni papir z reliefnim tiskom in srebrnim žigosanjem. Emblem uporablja tradicionalno kitajsko obrt srebrnega emajla.

Priznanje

O nagradi Bronasta nagrada A' Design Award

Joyful Garden Tour Oblikovanje blagovne znamke dogodka je prejemnik Bronaste nagrade A' Design Award, zelo prestižnega priznanja, ki se podeljuje izjemnim oblikovanjem, ki se odlikujejo po ustvarjalnosti, iznajdljivosti in bistrosti. Prejemniki Bronaste nagrade so v celoti spretni in presenetljivo ustvarjalni artefakti, ki potrjujejo bogate izkušnje, domišljijo in zvitost svojih oblikovalcev. Od Joyful Garden Tour Oblikovanje blagovne znamke dogodka se pričakuje, da bo visoko cenjen, občudovan in ljubljen predmet, opazno profesionalen in inovativen. To oblikovanje, nagrajeno z Bronasto nagrado A' Design Award, vključuje najboljše prakse v umetnosti, znanosti, oblikovanju in tehnologiji ter je odlično po pozornosti do podrobnosti. Joyful Garden Tour Oblikovanje blagovne znamke dogodka sijajno zadovoljuje potrebe, se dotika želja, očara čustva in vzbuja radovednost.

V ozadju dizajna

Komplet za medije

Zasluge, člani ekipe in tehnične podrobnosti, ki jih je posredoval oblikovalec.

Edinstvene lastnosti: Through extensive data research, most famous buildings in the Old Summer Palace and the Summer Palace are selected to be graphically manipulated to create the most recognizable and communicable icon, and combined it with Loong, the Chinese Zodiac motif for 2024. Blue and pink colors were chosen to reflect the new vitality that has emerged from its long history. We explore suitable visual presentation method for architectural icons, and help the development and intermingling of diverse cultures.
Dimenzije in embalaža: Billboard poster: 420mm × 594mm
Paper fold: 100mm × 200mm
Promotional poster: 210mm × 297mm
Card: 55mm × 85mm
Bracelet: 25mm × 200mm
Emblem: Approximately 60mm × 60mm
Handbag: 285mm × 285mm
Sticker: 25mm × 25mm, 25mm × 10mm
Oznake: culture; traditional elements; brand planning; inheritance and innovation; Eastern aesthetics; modern design;
Proizvodna tehnologija: "Joy of Garden Tour" is a brand of garden party activities taking place in the Summer Palace and the Old Summer Palace in 2024. Paper materials such as brochures, posters, and cards are printed on pearl paper with embossing and silver stamping techniques. The emblem adopts traditional Chinese silver enamel craftsmanship, which has commercial value while maintaining deep significance of traditional Chinese culture.
Oblikovalski izziv: The core challenge in the design process is how to integrate classical architecture with modern aesthetics, ensuring that the brand image is both unique and easily recognizable, while also meeting the expectations and needs of the target audience to address market changes.
Raziskave: Type: Brand Design Research
Goal: To build a Chinese New Year Garden Party that combines traditional charm and modern design style.
Methods: By employing literature research, on-site visits, event planning, brand communication, and data analysis, a comprehensive approach was taken to establish a brand for the New Year Garden Party at the Summer Palace and the Old Summer Palace combining traditional architecture with the cultural elements of the Year of the Dragon. The project primarily utilized AI and PS for production.
Outcome: By integrating the architectural icons of the Summer Palace and the Old Summer Palace with the cultural elements of the Year of the Dragon, a cultural brand for the New Year Garden Party was created with a youthful aesthetic.
Impact: With the successful implementation of the Garden Party activities, not only has it deepened the public's understanding of the traditional architecture of the Summer Palace and the Old Summer Palace, but it has also promoted the dissemination of the traditional culture of the Year of the Dragon. It has enhanced visitors' cultural participation and sense of belonging, elevated the cultural taste of the scenic area, and injected new vitality into the regional cultural tourism development.
Inspiracija: The "Joyful Garden Tour" is the 2024 Chinese New Year event jointly organized by the Old Summer Palace and the Summer Palace. Only on the first day of the Spring Festival holiday, they welcomed nearly 160,000 visitors.
In this event branding design,we traced the historical lineage of the two gardens and presented their unique historical essence in a new way, and visitors can deeply feel the historical heritage and vitality of the Summer Palace and the Old Summer Palace during the garden tour.
Trajanje projekta: Started in July 2023, the project was completed in October, and was launched from January 1 to February 29, 2024 in the Summer Palace and the Summer Palace in Beijing.
Potek delovanja: This brand is an advertising and a cultural creative product for the New Year Garden Party at the Summer Palace and the Old Summer Palace. It is distributed and sold both inside and outside the palaces for promotional purposes and as souvenirs for visitors.
Patenti: This work is all original images not copyrighted.
Člani ekipe: Design Director：YeZhang
Art Director：XingxingLi
Art Director：YangMao
Lead Designer：YuyangWu
Designer：YudiLei
Designer：KaixuanJia
Designer：HuanxiaoGuo
Zasluge za slike: This work is all original images not copyrighted.