Lin Shi, Yan Huang and Hongmei Wu의 Huashan Rock Art Festival 축제 비주얼 아이덴티티

디자이너 Lin Shi, Yan Huang and Hongmei Wu의 작품 Huashan Rock Art Festival 축제 비주얼 아이덴티티은(는) 매우 권위 있는 2026 A' Design Award 동상의 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 부문에서 탁월한 수상작입니다.

동그래픽· 2026

Huashan Rock Art Festival 축제 비주얼 아이덴티티

디자이너: Lin Shi, Yan Huang and Hongmei Wu

클라이언트: Zhejiang Sci-Tech University

그래픽 부문 A' Design Award 동상 수상작

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디자인

Huashan Rock Art Festival 축제 비주얼 아이덴티티 소개

화산 암각화 축제는 중국 광시 충쭤에서 열리는 문화 축제를 위해 제작된 비주얼 아이덴티티 시스템이다. 이 아이덴티티는 화산 암각화 유적의 고대 상형 문양을 간결한 기하학적 그래픽으로 전환한다. 흑백 팔레트와 질감 있는 표면은 탁본과 풍화된 암석을 연상시킨다. 포스터는 소형 인쇄물과 대형 옥외 매체에 대응할 수 있도록 가로형과 세로형 두 가지 포맷으로 제작되었다. 인쇄 응용물에는 재활용 소재와 식물성 잉크를 사용했다. 그 목적은 고대 유산을 현대의 관람객에게 명료하고 친근하게 전달하는 데 있다.

수상 인정

A' Design Award 동상 소개

Huashan Rock Art Festival 축제 비주얼 아이덴티티, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Huashan Rock Art Festival 축제 비주얼 아이덴티티, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Huashan Rock Art Festival 축제 비주얼 아이덴티티, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

디자인 비하인드

프레스 킷

디자이너가 제공한 크레딧, 팀원 및 기술 세부 사항.

고유 특성: 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.
치수 및 패키징: 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)
태그: Art Festival, Huashan, Exhibition Branding
생산 기술: 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.
디자인 과제: 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.
연구: 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.
영감: 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.
프로젝트 기간: 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.
운영 흐름: 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.
팀원: 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
이미지 출처: Image #1: Creator Lin Shi, Vertical Poster of Huashan Rock Paintings, 2025.