Joyful Garden Tour Event-Branding-Design von Ye Zhang

Das Design Joyful Garden Tour Event-Branding-Design von Ye Zhang ist ein hoch angesehener Gewinner des sehr prestigeträchtigen 2024 A' Design Award in Bronze in der Wettbewerbskategorie Grafikdesign.

BronzeGrafik· 2024

Joyful Garden Tour Event-Branding-Design

von Ye Zhang

Auftraggeber: Beijing Jiaotong University

Gewinner des A' Design Award in Bronze in der Kategorie Grafik

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Das Design

Über Joyful Garden Tour Event-Branding-Design

„Joyful Garden Tour" ist ein Veranstaltungs-Markendesign für ein Gartenfest zum chinesischen Neujahr, das im Sommerpalast und im Alten Sommerpalast in Peking stattfand. Bekannte Bauwerke beider Gartenanlagen wurden untersucht und zu klaren grafischen Icons vereinfacht. Die Icons werden mit dem Drachenmotiv des chinesischen Tierkreiszeichens von 2024 kombiniert. Blau- und Rosatöne bringen eine neue Vitalität zum Ausdruck, die aus einer langen Geschichte schöpft. Plakate, Broschüren und Karten sind auf Perlmuttpapier mit Prägung und Silberfolienprägung gedruckt. Das Emblem greift auf das traditionelle chinesische Silber-Emaille-Handwerk zurück.

Die Auszeichnung

Über den A' Design Award in Bronze

Joyful Garden Tour Event-Branding-Design ist Gewinner des A' Design Award in Bronze, einer hochprestigeträchtigen Anerkennung für herausragende Designs, die sich durch Kreativität, Einfallsreichtum und Scharfsinn auszeichnen. Bronze-Gewinner sind reichlich geschickte und auffallend kreative Artefakte, die die große Erfahrung, Fantasie und Findigkeit ihrer Designer belegen. Von Joyful Garden Tour Event-Branding-Design wird erwartet, dass es ein hochgeschätztes, bewundertes und geliebtes Objekt ist, das bemerkenswert professionell und innovativ ist. Dieses mit dem A' Design Award in Bronze prämierte Design verkörpert bewährte Verfahren in Kunst, Wissenschaft, Design und Technologie und ist hervorragend in seiner Liebe zum Detail. Joyful Garden Tour Event-Branding-Design befriedigt Bedürfnisse auf großartige Weise, berührt Wünsche, bezaubert Gefühle und spricht die Neugier an.

Hinter dem Design

Pressemappe

Danksagungen, Teammitglieder und technische Details, bereitgestellt vom Designer.

Einzigartige Eigenschaften: 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.
Abmessungen & Verpackung: 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
Schlagwörter: culture; traditional elements; brand planning; inheritance and innovation; Eastern aesthetics; modern design;
Produktionstechnologie: "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.
Designherausforderung: 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.
Forschung: 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.
Inspiration: 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.
Projektdauer: 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.
Betriebsablauf: 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.
Patente: This work is all original images not copyrighted.
Teammitglieder: Design Director：YeZhang
Art Director：XingxingLi
Art Director：YangMao
Lead Designer：YuyangWu
Designer：YudiLei
Designer：KaixuanJia
Designer：HuanxiaoGuo
Bildnachweise: This work is all original images not copyrighted.