Hua Shanday Vizualni identitet – dizajner Chen Zilong, Huang Yan and Zhu Xuguan

Dizajn Hua Shanday Vizualni identitet čiji je autor Chen Zilong, Huang Yan and Zhu Xuguan iznimno je cijenjeni dobitnik prestižne nagrade 2026 Brončana nagrada A' Design Award u natjecateljskoj kategoriji Dizajn Grafike, Ilustracije i Vizualne Komunikacije.

BroncaGrafika· 2026

Hua Shanday Vizualni identitet

autor/ica Chen Zilong, Huang Yan and Zhu Xuguan

Klijent: City University of Macau

Dobitnik nagrade Brončana nagrada A' Design Award u kategoriji Grafika

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Dizajn

O dizajnu Hua Shanday Vizualni identitet

Hua Shanday je vizualni identitet stvoren za slikovito područje Huashan u Guangxiju, Kina, koje je pod zaštitom UNESCO-a kao mjesto svjetske baštine. Identitet se temelji na 2000 godina staroj stijenskoj umjetnosti Huashana koju je stvorio narod Luoyue. Drevni totemi koji prikazuju obredne molitve i kolektivni rad izdvojeni su i preoblikovani u čiste geometrijske ikone. Paleta boja zadržava crveni okerni ton izvornih stijenskih slika. Sustav se primjenjuje na signalizaciju, plakate i digitalne medije, tako da orijentacija u prostoru ujedno postaje pristupačno obrazovno iskustvo.

Priznanje

O nagradi Brončana nagrada A' Design Award

Hua Shanday Vizualni identitet je pobjednik Brončane nagrade A' Design Award, visoko prestižnog priznanja koje se dodjeljuje izvanrednim dizajnima što se odlikuju kreativnošću, domišljatošću i oštroumnošću. Brončani pobjednici izdašno su vješti i upečatljivo kreativni artefakti koji potvrđuju golemo iskustvo, maštu i snalažljivost svojih dizajnera. Očekuje se da Hua Shanday Vizualni identitet bude visoko cijenjen, voljen i njegovan predmet koji je izuzetno profesionalan i inovativan. Ovaj dizajn koji je osvojio Brončanu nagradu A' Design Award uključuje najbolje prakse u umjetnosti, znanosti, dizajnu i tehnologiji i izvrstan je zbog pažnje posvećene detaljima. Hua Shanday Vizualni identitet sjajno zadovoljava potrebe, dotiče želje, očarava osjećaje i privlači znatiželju.

Iza dizajna

Komplet za medije

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: Designed for the Guangxi Huashan Scenic Area a UNESCO World Heritage site this project establishes the visual identity for Hua Shan Day. The core concept is the revitalization of the 2000 year old Huashan Rock Art. The design actively extracts and reconstructs ancient Luoyue totems depicting scenes of prayer and labor. By reinterpreting these raw historical symbols through a contemporary design language the project bridges the gap between deep archaeology and modern audiences. It transforms static heritage into a vibrant brand system ensuring the ancient visual legacy continues to inspire future generations.
Dimenzije i pakiranje: Primary Physical Application (Banners/Posters): 600mm x 900mm.
Oznake: Visual Identity, Huashan Rock Art, UNESCO World Heritage, Cultural Branding, Luoyue Culture, Heritage Preservation, Contemporary Reconstruction, Graphic Design, Guangxi China
Proizvodna tehnologija: The visual identity is designed with a digital first approach to minimize physical waste utilizing scalable vector graphics for online promotion and digital exhibitions. For necessary physical applications such as signage and merchandise the design strictly adheres to sustainable practices utilizing recycled paper stocks and soy based inks. The color palette remains faithful to the heritage site utilizing the specific Huashan Red ochre derived from the original hematite pigment used in the rock art ensuring visual consistency and cultural respect.
Dizajnerski izazov: The main challenge was to breathe new life into ancient pictograms without losing their historical authenticity. Traditional approaches often result in rigid copying or overly abstract interpretations. The challenge was to find a balance making the 2000 year old symbols speak to a digital native audience while preserving their solemn heritage value. The solution lay in the methodology of contemporary reconstruction simplifying the complex rock textures into clean iconic graphics that are adaptable across media while retaining the soul of the original Luoyue visual language.
Istraživanje: This research revitalizes the 2000 year old Huashan Rock Art UNESCO World Heritage for modern audiences. The team employed visual archaeology to decode Luoyue totems known as the Frog Man and extracted their geometric DNA from ancient pigments. These forms were reconstructed using contemporary design principles. The resulting visual system preserves historical authenticity while ensuring educational accessibility for future generations.
Inspiracija: The design draws direct inspiration from the awe inspiring Huashan Rock Art in Guangxi created by the Luoyue people during the Warring States period to the Eastern Han dynasty. We focused on the iconic monochromatic red ochre figures specifically the distinct forms representing ritual prayer The Frog Man and collective labor. The raw power dynamic postures and the spiritual connection between humans and nature found on the cliff faces served as the primary visual source. We sought not to copy but to decipher the primitive energy of these ancestors and translate it into a modern graphic narrative.
Trajanje projekta: The project started in September 2025 in Guangxi, China and finished in December 2025. The project is located in the Huashan Scenic Area, Guangxi Zhuang Autonomous Region, China.
Tijek rada: The design functions as an accessible cultural gateway. By simplifying archaeological figures into intelligible modern icons it lowers the cognitive barrier for visitors. The visual system is applied across the scenic area turning wayfinding and branding into an educational experience. Visitors can instantly recognize the motifs connecting the graphics on their tickets or phone screens directly to the cliffs in front of them. This creates a cohesive narrative loop that transforms a passive viewing of archaeological ruins into an engaging relatable cultural discovery.
Članovi tima: Designer：CHEN ZILONG；
Designer：HUANG YAN；
Designer：ZHU XUGUAN；
Designer：YANG CHAO；
Designer：LIU XINYU；
Designer：GU JIAYUAN；
Designer：MAO YUTING；
Zasluge za fotografije: Image #1：CHEN ZILONG；
Image #2：HUANG YAN；
Image #3：ZHU XUGUAN；
Image #4：YANG CHAO；
Image #5：LIU XINYU；GU JIAYUAN；MAO YUTING；