China In The Classics 宣傳平面設計 by Zhou Haiwen, Che Shilong and Guo Cheng

China In The Classics 宣傳平面設計 by Zhou Haiwen, Che Shilong and Guo Cheng is a highly esteemed winner of the very prestigious 2024 A' Design Award 銅獎 in 平面設計 Competition Category.

銅平面· 2024

China In The Classics 宣傳平面設計

by Zhou Haiwen, Che Shilong and Guo Cheng

Client: China Global Television Network Co., Ltd.

A' Design Award 銅獎 Winner in 平面 Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About China In The Classics 宣傳平面設計

《經典裡的中國》係為一個關於中國古代經典嘅電視節目而創作嘅宣傳平面設計。書籍係呢個設計嘅主要主題。設計參考咗東西方嘅古籍形式，包括中國嘅竹簡、線裝書、羊皮卷軸同埋精裝書。呢啲形式經過解構同重新組合，變成簡潔嘅視覺符號。十部經典嘅書名同中國書法結合喺一齊。禮盒採用咗特殊觸感嘅紙材。呢個設計有助唔同文化背景嘅人理解中國嘅書籍同故事。

The Recognition

About the A' Design Award 銅獎

China In The Classics 宣傳平面設計是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計China In The Classics 宣傳平面設計將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。China In The Classics 宣傳平面設計出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

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