Huashan Rock Art Festival 節慶視覺識別 by Lin Shi, Yan Huang and Hongmei Wu

Huashan Rock Art Festival 節慶視覺識別 by Lin Shi, Yan Huang and Hongmei Wu is a highly esteemed winner of the very prestigious 2026 A' Design Award 銅獎 in 平面設計 Competition Category.

銅平面· 2026

Huashan Rock Art Festival 節慶視覺識別

by Lin Shi, Yan Huang and Hongmei Wu

Client: Zhejiang Sci-Tech University

A' Design Award 銅獎 Winner in 平面 Category

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Colors

The Design

About Huashan Rock Art Festival 節慶視覺識別

花山岩畫藝術節係為中國廣西崇左一個文化節慶而創作嘅視覺識別系統。呢套識別將花山岩畫遺址嘅古代象形圖案轉化成簡潔嘅幾何圖形。黑白色調同帶有質感嘅表面令人聯想起拓印同風化嘅岩石。海報設有橫向同直向兩種格式，適用於細尺寸印刷品同大型戶外展示。印刷應用採用再生物料同植物性油墨。呢個設計旨在令古代文化遺產以清晰易明嘅方式呈現畀現代觀眾。

The Recognition

About the A' Design Award 銅獎

Huashan Rock Art Festival 節慶視覺識別是 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Huashan Rock Art Festival 節慶視覺識別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。Huashan Rock Art Festival 節慶視覺識別出色地滿足需求，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: This project is a contemporary visual identity system for the Huashan Rock Art Festival, which transforms ancient pictographs into minimalist graphics using a black and white color scheme to evoke archaeological stone rubbings. Its strength lies in systematically balancing archaeological authenticity with modern visual communication, creating a universal and accessible visual language. The design establishes a new paradigm for cultural preservation through innovative design thinking, making ancient heritage dynamically relevant while preserving its spiritual essence.
Dimensions & Packaging: For design/small posters:

Horizontal (landscape): 370mm (width) x 210mm (height)

Vertical (portrait): 210mm (width) x 297mm (height)

For larger outdoor displays:

Horizontal (landscape): 1200mm (width) x 680mm (height)

Vertical (portrait): 600mm (width) x 900mm (height)
Tags: Art Festival, Huashan, Exhibition Branding
Production Technology: The design employs principles of the International Typographic Style, utilizing a monochromatic palette and geometric simplification to translate ancient motifs into contemporary graphics. Textured treatments mimic weathered rock surfaces, while hierarchical arrangements on stacked stones replicate original ceremonial compositions. The digital-first approach ensures versatility across media, with physical applications incorporating recycled materials and plant-based inks to align with sustainable practices.
Design Challenge: The greatest challenge was balancing archaeological authenticity with contemporary visual communication. Internally, we navigated historical complexities—interpreting 2000-year-old pictographs with limited contextual records—and social expectations of making heritage resonate across generations. Externally, constraints included materializing the design sustainably (sourcing recycled materials, plant-based inks) and ensuring digital adaptability while preserving the tactile essence of rock art. Overcoming these required a methodology that transforms ancient motifs into a universal visual language without oversimplifying cultural significance.
Research: Type of Research: Cultural visual translation and brand communication
Objectives: To explore how prehistoric, non-verbal cultural heritage such as Huashan rock art can be transformed into a visual language accessible to contemporary audiences.
Methodology: Image analysis, symbol deconstruction, and graphic experimentation were used to reorganize figures, rhythms, and spatial relations from the original rock art.
Tools: Graphic design software, visual analysis, and layout prototyping.
Participants: General public and non-specialist viewers.
Results: The study shows that reducing textual explanation while emphasizing visual rhythm lowers cultural interpretation barriers.
Insights & Impact: The project offers a transferable approach for visual communication of cultural heritage in modern contexts.
Inspiration: The inspiration stems from the desire to bridge the temporal and cultural divide between contemporary audiences and the 2,000 years old Huashan Rock Art, a UNESCO World Heritage site. The project was motivated by the need to make ancient cultural heritage emotionally resonant and visually accessible to modern viewers, while preserving its authentic significance. The design draws inspiration from the ritual scenes and stacked stone compositions of the original rock art, reinterpreting them through a minimalist and systematic visual language.
Project Duration: The project was developed between February 2025 and November 2025. Research and design were conducted at Zhejiang Sci-Tech University. The project is based on the Huashan Rock Art site in Chongzuo, Guangxi, China, and was produced as a visual communication proposal for the Huashan Rock Art Festival.
Operation Flow: This poster series translates the visual logic of Hua shan rock art into a contemporary graphic language. Viewers do not need prior historical knowledge; meaning emerges through observation. Symbols are enlarged, fragmented, and re-composed to guide the eye across the surface. Through contrast, repetition, and negative space, the posters simulate the act of discovering images on a cliff, turning viewing into a slow, participatory reading experience that strengthens cultural memory through visual engagement.
Team Members: Team Leader: Xuguang Zhu
Team Leader: Chao Yang
Designer: Lin Shi
Designer: Linlong Qin
Designer: Yilin Wang
Designer: Ying Xu
Designer: Yaying Mao
Designer: Mengsheng Wang
Designer: Yichen Zhu
Designer: Yan Huang
Team Leader: Hongmei Wu
Image Credits: Image #1: Creator Lin Shi, Vertical Poster of Huashan Rock Paintings, 2025.