Hua Shanday Vizuālā identitāte — Chen Zilong, Huang Yan and Zhu Xuguan

Darbs Hua Shanday Vizuālā identitāte, kura autors ir Chen Zilong, Huang Yan and Zhu Xuguan, ir augsti novērtēts un ļoti prestižās 2026 Bronzas balva A' Design Award ieguvējs kategorijā Grafikas, ilustrāciju un vizuālās komunikācijas dizains.

BronzasGrafika· 2026

Hua Shanday Vizuālā identitāte

Autors: Chen Zilong, Huang Yan and Zhu Xuguan

Klients: City University of Macau

Bronzas balva A' Design Award ieguvējs kategorijā Grafika

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Dizains

Par Hua Shanday Vizuālā identitāte

Hua Shanday ir vizuālā identitāte, kas izveidota Huašaņas ainaviskajai teritorijai Guansji provincē Ķīnā — UNESCO Pasaules mantojuma vietai. Identitātes pamatā ir 2000 gadus vecā Huašaņas klinšu māksla, ko radījusi luojue tauta. Senie totēmi, kas attēlo rituālas lūgšanas un kolektīvu darbu, ir izcelti un pārveidoti par tīrām ģeometriskām ikonām. Krāsu palete saglabā oriģinālo klinšu gleznojumu sarkanā okera toni. Sistēma tiek pielietota norādēs, plakātos un digitālajos medijos, tādējādi orientēšanās vidē kļūst arī par pieejamu izglītojošu pieredzi.

Atzinība

Par Bronzas balva A' Design Award

Hua Shanday Vizuālā identitāte ir Bronzas balvas A' Design Award ieguvējs, ļoti prestiža atzinība, ko piešķir izciliem dizainiem, kas izceļas ar radošumu, atjautību un viedumu. Bronzas ieguvēji ir pietiekami prasmīgi un pārsteidzoši radoši darbi, kas apliecina to dizaineru plašo pieredzi, iztēli un izdarību. Sagaidāms, ka Hua Shanday Vizuālā identitāte būs augsti vērtēts, apbrīnots un cienīts priekšmets, ievērojami profesionāls un inovatīvs. Šis ar Bronzas balvu apbalvotais dizains iekļauj labāko praksi mākslā, zinātnē, dizainā un tehnoloģijās un izceļas ar uzmanību detaļām. Hua Shanday Vizuālā identitāte lieliski apmierina vajadzības, skar vēlmes, valdzina jūtas un piesaista zinātkāri.

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Preses materiāli

Dizainera sniegtie autori, komandas dalībnieki un tehniskie dati.

Unikālās īpašības: 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.
Izmēri un iepakojums: Primary Physical Application (Banners/Posters): 600mm x 900mm.
Birkas: Visual Identity, Huashan Rock Art, UNESCO World Heritage, Cultural Branding, Luoyue Culture, Heritage Preservation, Contemporary Reconstruction, Graphic Design, Guangxi China
Ražošanas tehnoloģija: 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.
Dizaina izaicinājums: 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.
Pētījums: 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.
Iedvesma: 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.
Projekta ilgums: 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.
Darbības plūsma: 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.
Komandas dalībnieki: Designer：CHEN ZILONG；
Designer：HUANG YAN；
Designer：ZHU XUGUAN；
Designer：YANG CHAO；
Designer：LIU XINYU；
Designer：GU JIAYUAN；
Designer：MAO YUTING；
Attēlu autori: Image #1：CHEN ZILONG；
Image #2：HUANG YAN；
Image #3：ZHU XUGUAN；
Image #4：YANG CHAO；
Image #5：LIU XINYU；GU JIAYUAN；MAO YUTING；