设计师 Ye Zhang 的作品 Joyful Garden Tour 活动品牌设计荣获了极具声望的 2024 A' Design Award 铜奖，竞赛类别为平面、插画与视觉传达设计。

铜平面· 2024

Joyful Garden Tour 活动品牌设计

设计师： Ye Zhang

客户: Beijing Jiaotong University

平面类别A' Design Award 铜奖获奖者

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关于 Joyful Garden Tour 活动品牌设计

《欢乐游园会》是为北京颐和园与圆明园举办的新春游园会打造的活动品牌设计。设计团队对两座园林中的知名建筑进行研究，并将其简化为清晰的图形符号，再与2024年生肖龙的纹样相融合。蓝色与粉色的搭配，传达出从悠久历史中焕发的崭新活力。海报、宣传册与卡片均采用珠光纸印刷，并运用压凸与烫银工艺。徽章则采用中国传统银胎珐琅工艺制作。

荣誉认可

关于A' Design Award 铜奖

Joyful Garden Tour 活动品牌设计是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Joyful Garden Tour 活动品牌设计将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Joyful Garden Tour 活动品牌设计出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

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由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: 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
标签: culture; traditional elements; brand planning; inheritance and innovation; Eastern aesthetics; modern design;
生产技术: "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.
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: 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.
操作流程: 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.
专利: This work is all original images not copyrighted.
团队成员: Design Director：YeZhang
Art Director：XingxingLi
Art Director：YangMao
Lead Designer：YuyangWu
Designer：YudiLei
Designer：KaixuanJia
Designer：HuanxiaoGuo
图片版权: This work is all original images not copyrighted.