SUMMER PALACE TOUR Brand Design by YeZhang |
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| DESIGN NAME: SUMMER PALACE TOUR PRIMARY FUNCTION: Brand Design INSPIRATION: To marking its 110th anniversary since opening to the public, the Summer Palace is launching the "Summer Palace Tour"cultural activity, aiming to offer visitors a memorable and emotional anniversary tour experience.From a private royal garden to a national park, the Summer Palace is now a World Heritage Site and is expected to receive 20 million visitors in 2024.We hope that this design will reveal the new cultural connotation of this historical garden and give it an international visual image. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The design team used 2.5D style to draw the three major architectural clusters in the Summer Palace, covering more than 20 traditional Chinese buildings in total, using black, red, and green colors to create a colorful visual experience. We also introduced the concept of "Small Hand-carry", hoping that visitors can easily play around the Summer Palace, holding the history in the palm of their hands, taking the beauty of the scenery at their fingertips, and carrying good gifts in their hands. OPERATION / FLOW / INTERACTION: The cultural and creative products are on seal, online in the official website and offline in the Summer Palace, also being presented as anniversary activity gifts. We hope visitors can get relaxed enjoying the Summer Palace, to have their favorite architecture on the hand, to have the beautiful scenery in the hand and to have exquisite gifts by the hand. PROJECT DURATION AND LOCATION: The project started in Beijing in July 2023 and completed in January 2024. The exhibition will be held in Summer Palace, Beijing, China, from June 2024 to September 2024. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: A journey in the Summer Palace brand design has varied cultural and creative products, including publicity materials, office supplies and souvenirs. we used special papers such as coated art paper and craft paper, and applied printing techniques such as screen printing and gild stamping. Craft paper souvenir box contains 2 posters, 4 key rings, 1 adhesive tape, 1 envelope and 1 notebook, which are especially favored by Chinese youngsters. SPECIFICATIONS / TECHNICAL PROPERTIES: Souvenir box: 200mm*150mm*80mm Ticket: 100mm*50mm Poster: A1 (594mm*841mm),A2 (420mm*594mm) Envelope: 220mm*110mm Notebook: B5 176mm*250mm Key fob: Acrylic, 50mm*20mm*5mm TAGS: Brand design, Anniversary, Cultural and creative products, Chinese traditional architecture, Chinese traditional garden RESEARCH ABSTRACT: Type: Brand design research Target: Appealing young visitors to experience the charm of China-Chic ancient architecture. Method: Using literature reviews, brand planning and other, to determine design style and products to be made. Results: The brand’s main vision is to create the most distinctive royal garden buildings with 2.5D and China-Chic style. Effects: Showcasing the connotation of the variable culture of the Summer Palace. Providing new ideas for the transformation of traditional culture. CHALLENGE: Nowadays, integrating commercial products and traditional culture and symbols, and developing a consuming fashion such as new Chinese style or China-Chic style, which will be the key challenge of the design. So that, we focused on using popular art techniques to depict the special roofs and elevations of the buildings. Not only we can cater to normal consumers, but also show them the charm of Chinese ancient architecture and garden. ADDED DATE: 2024-02-23 08:14:31 TEAM MEMBERS (8) : Design Director:Yezhang, Art Director:YangMao, Art Director:XingxingLi, Lead Designer:YiHe, Designer:JinyiZheng, Designer:XiaoyuZhou, Designer:YudiLei and Designer:YanLi IMAGE CREDITS: This work is all original images not copyrighted. PATENTS/COPYRIGHTS: This work is all original images not copyrighted. |
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| Visit the following page to learn more: http://saad.bjtu.edu.cn | |||||
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NAME: Beijing Jiaotong University PROFILE: Founded in 1896, Beijing Jiaotong University (BJTU) is the birthplace of modern railway and telecommunication education in China. It was among the first universities in China to confer doctoral and master's degrees and is renowned both domestically and internationally as one of the key universities with the longest history in China. The creative design program of BJTU is under the School of Architecture and Design, which offers majors such as Visual Communication Design, Digital Media Art, Environmental Design, Architecture, Urban and Rural Planning, contributing to the education of numerous outstanding designers and architects for society. In recent years, the design team at Beijing Jiaotong University has undertaken a series of prestigious projects in brand design and cultural creativity, including the design for the Yuanmingyuan (Old Summer Palace), the Summer Palace, Beijing Zoo, Beijing North Railway Station, and other well-known landmarks both in China and overseas. Their work has garnered widespread social influence and has been recognized with numerous awards in domestic and international design competitions. |
| AWARD DETAILS | |
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Summer Palace Tour Brand Design by Yezhang is Winner in Graphics, Illustration and Visual Communication Design Category, 2023 - 2024.· Press Members: Click here to request a exclusive interview about SUMMER PALACE TOUR Brand Design from YeZhang. · Click here to view the profile and other works by YeZhang. |
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