China In The Classics Рекламний графічний дизайн by Zhou Haiwen, Che Shilong and Guo Cheng

China In The Classics Рекламний графічний дизайн by Zhou Haiwen, Che Shilong and Guo Cheng is a highly esteemed winner of the very prestigious 2024 Бронзова нагорода A' Design Award in Графіка Competition Category.

БронзаГрафіка· 2024

China In The Classics Рекламний графічний дизайн

by Zhou Haiwen, Che Shilong and Guo Cheng

Client: China Global Television Network Co., Ltd.

Бронзова нагорода A' Design Award Winner in Графіка Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About China In The Classics Рекламний графічний дизайн

Китай у класиці — це рекламний графічний дизайн, створений для телевізійної програми про давньокитайську класику. Книги є головним об'єктом дизайну. Використано образи стародавніх книг Сходу і Заходу, зокрема китайських бамбукових дощечок, зшитих нитками книг, пергаментних сувоїв та книг у твердій палітурці. Ці форми деконструйовано та переорганізовано у прості візуальні символи. Назви десяти класичних творів поєднані з китайською каліграфією. Для подарункової коробки використано спеціальний тактильний папір. Дизайн допомагає людям різних культурних традицій зрозуміти китайські книги та історії.

The Recognition

About the Бронзова нагорода A' Design Award

China In The Classics Рекламний графічний дизайн є переможцем Бронзової нагороди A' Design Award — надзвичайно престижного визнання, що присуджується видатним дизайнам, які вирізняються креативністю, винахідливістю та кмітливістю. Переможці Бронзової нагороди — це вкрай вправні та вражаюче креативні артефакти, що засвідчують великий досвід, уяву та знахідливість своїх дизайнерів. Очікується, що China In The Classics Рекламний графічний дизайн буде високо цінованим, улюбленим і обожнюваним об'єктом, помітно професійним та інноваційним. Цей дизайн-переможець Бронзової нагороди A' Design Award втілює найкращі практики в мистецтві, науці, дизайні й технологіях і чудовий своєю увагою до деталей. China In The Classics Рекламний графічний дизайн чудово задовольняє потреби, торкається бажань, зачаровує почуття та привертає цікавість.

Behind the Design

Press Kit

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

Unique Properties: China in the Classics, a show produced by China Media Group, examines the stirring stories of ancient Chinese classics by selecting the most outstanding of these traditional, cultural masterpieces and examining the creation process and core ideology in a form that combines cultural seminars, drama and visualization. It brings the ancient classics alive, demonstrating Chinese wisdom, ethos and values implied in the ancient classics.
Dimensions & Packaging: These creative gift articles are for ministerial visits of foreign exchanges and cooperation for the China Media Group. The central theme - China in Classics, contains cultural attributes in terms of gift box packaging form, vision, material, and content. The titles of the ten classics are graphically processed, combining imaginary for overseas publicity of the classics, to form an easy-to-understand visual symbol. The titles are combined with Chinese calligraphy. It refers to traditional Chinese styles, such as Chinese labels, ancient book typesetting, etc. The material uses special tactile paper.
Tags: China, Classics, Heritage, Culture, Creativity
Production Technology: The advertising screen is easy to understand. It comes from the empathy of specific things and the complete artistic presentation, that is, the deconstruction and reorganization of familiar things. Humans are visual animals, and different colors and lines have different emotions and expressions. The pictures refer to a large number of ancient books from the East and the West, such as Chinese bamboo slips, thread-bound books, Western parchment scrolls, hardcover books, etc. It is so re-organized into easy-to-understand visual symbols. Viewers can easily feel the historical emotions from the graphics and explore the story behind the graphics.
Design Challenge: The advertising design is in line with the spirit and image of the program, with books as the main body of the design. Classics is not only the external image of the entire program, but also an important carrier of knowledge inheritance. For human beings, it has a unified value cognition and is universal.

In the design itself, deconstruction and graphic expression are used to deal with books, so that people with different cultural backgrounds can quickly understand the meaning, understand Chinese books through graphics, and understand the Chinese stories and oriental spirit behind the books.
Research: In the specific design, a large number of ancient books from the East and the West are referenced, such as Chinese bamboo slips, thread-bound books, Western sheepskin scrolls, hardcover books, etc. To the word dictionary in Chinese characters, you can also see The Classics in English. People with different cultural backgrounds can read different stories. For example, people who are familiar with Chinese characters can find the word dictionary hidden in book symbols.
Inspiration: The advertising design is in line with the spirit and image of the program, with books as the main body of the design. Classics is not only the external image of the entire program, but also an important carrier of knowledge inheritance. In the design itself, deconstruction and graphic expression are used to deal with books, so that people with different cultural backgrounds can quickly understand the meaning, understand Chinese books through graphics, and understand the Chinese stories.
Project Duration: The project started in 2022 in China, and is still promoted and distributed.
Operation Flow: In the processing of the classics, the ancient books of the East and the West are referenced, and the books of different materials and binding methods are visually processed.
In the presentation of the text, you can see the word dictionary of Chinese characters from the lines of the book; you can also see The Classics in English. People with different cultural backgrounds can see different worlds, but nonetheless feel the same design concept, with the text arousing people's spiritual resonance.
Team Members: Zhou Haiwen, Che Shilong, Guo Cheng
Image Credits: Illustrators, Creators: Zhou Haiwen, Che Shilong, Guo Cheng