Boluo Dan Moralo wa Letshwao le Leina la Kgwebo by Guangzhou Cheung Ying Design Co., Ltd.

Boluo Dan Moralo wa Letshwao le Leina la Kgwebo by Guangzhou Cheung Ying Design Co., Ltd. is a highly esteemed winner of the very prestigious 2024 Moputso oa Silevera oa A' Design Award in Moralo wa Dikerafikhe, Ditshwantsho le Puisano ka Pono Competition Category.

SileveraKerafikhe· 2024

Boluo Dan Moralo wa Letshwao le Leina la Kgwebo

by Guangzhou Cheung Ying Design Co., Ltd.

Client: Guangzhou Cheung Ying Design Co., Ltd.

Moputso oa Silevera oa A' Design Award Winner in Kerafikhe Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About Boluo Dan Moralo wa Letshwao le Leina la Kgwebo

Boluo Dan ke moketjana wa tempele wa dilemo tse sekete, o amohetsweng e le e nngwe ya malefa a setso a naha a sa tshwarehweng. Letshwao le kopanya dikarolo tsa matshwao a setso tse kang moaho o moholo wa Tempele ya Lewatle la Borwa le tlhaku ya Sechaena Nan, hammoho le dithoto tsa dibaka tsa lehae, ho atolosa tshebediso ya bonono ya leina la kgwebo. Le kenyelletsa mohopolo wa filosofi wa Bochabela wa Lehodimo le potolohileng le Lefatshe le sekeara, le hlalosa bobedi botle ba setso le moelelo wa sejoalejoale, ho kgothaletsa ka katleho phatlalatso le tlhabollo ya setso sa batho.

The Recognition

About the Moputso oa Silevera oa A' Design Award

Boluo Dan Moralo wa Letshwao le Leina la Kgwebo ke mohapi oa Moputso oa Silevera oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e phahameng ka ho fetesisa, e ntle le e tsosang maikutlo. Bahapi ba Silevera ke mesebetsi e khanyang haholo le e nang le boqapi bo ikhethang e bontšang botsebi, talenta le bohlale ba baqapi ba eona. Boluo Dan Moralo wa Letshwao le Leina la Kgwebo e lebelletsoe ho ba mosebetsi o motle, oa mohlala, o nang le boprofeshenale bo bonahalang le mehopolo e mecha e tebileng. Moralo ona o hapileng Moputso oa Silevera oa A' Design Award ke mohopolo o hlokomelehang haholo le o ratoang o tlisang molemo mme o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Boluo Dan Moralo wa Letshwao le Leina la Kgwebo ke mosebetsi oo batho ba bangata ba o lakatsang, o tsosang litakatso, o tlisang maikutlo a matle le o tsosetsang ho makala le ho hlolla.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Boluo Dan, also known as the 'South Sea Divine Birth', is one of the national intangible cultural heritages. It is a folk temple fair formed by people's worship of the South Sea deity and is also the birthplace of the Maritime Silk Road, with a history spanning over a thousand years. The brand construction incorporates distinctive artistic totems such as Vermilion Bird, stone lions, large stone drums, incense burners, ship rudders, and roof tiles, integrating the Eastern philosophical concept of 'Heaven as round and Earth as square'. This creates a brand value system that not only exudes traditional cultural charm but also meets the aesthetic demands of modern audiences.
Dimensions & Packaging: The logo and visual system are designed in vector format to make it suitable for different sizes of digital and printed media. In order to prevent the mis-production of any items, we have prepared a comprehensive brand logo guidelines manual.
Tags: Logo, Branding, Visual Identity, Graphic Design
Production Technology: Logo and graphics are adapted in various scenarios, such as tickets, stamps, work passes, badges, silk scarves, notebooks, gift box packaging, canvas bags, etc. The process involves foil gold, silk, UV printing, etc.
Design Challenge: The brand has a profound historical and cultural heritage, but it has not formed a complete design system. Therefore, the new image design must be standardized, holistic, and continuous in communication, making it lively and interesting while meeting modern aesthetic standards.
Research: In the past, Boluo Dan lacks a typical visual cultural symbol, therefore, the logo design, font design, brand color, and extended graphics were all integrated with local folk elements, which had strong visual decorativeness and regional characteristics. In particular, the original totems including the Vermilion Bird, stone lions, large stone drums, incense burners, ship rudders, roof tiles, are redesigned through illustrative forms, condensing the spiritual sustenance and beliefs of the people towards the South Sea Temple.
Inspiration: The new logo is based on the geometric form of the Chinese diamond-shaped character Fu (Fu, meaning ‘luck’ in Chinese), drawing inspiration from the planar composition and architectural appearance of the South Sea Temple. It integrates elements symbolizing the Chinese character 'Nan' (Nan, meaning ‘South’ in Chinese), the Southern deity 'Vermilion Bird', the hexagram for fire, seals, and currency symbols into artistic expression, highlighting the regional attributes and folk cultural charm of the millennium temple fair. It also reflects the brand's concept of innovation in heritage reshaping.
Project Duration: The project started in June 2023 in Guangzhou and finished in November 2023 in Guangzhou.
Operation Flow: The new brand image design is specially designed for Boluo Dan folk activities, cultural and creative products, sales outlets, online stores and overseas promotion, facilitating the dissemination and development of traditional culture.
Team Members: Creative Director: Zhiji Dong
Designer: Lu Gu