Xiaoming Meng and Xueke Fang ᱨᱮᱱᱟᱜ Meet in Arcadia ᱵᱨᱮᱸᱰ ᱡᱚᱛᱷᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2025 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱠᱟᱥᱟᱜᱨᱟᱯᱷᱤᱠ· 2025
Meet in Arcadia ᱵᱨᱮᱸᱰ ᱡᱚᱛᱷᱟ ᱰᱤᱡᱟᱭᱤᱱ
Xiaoming Meng and Xueke Fang ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: China Social Entrepreneur Foundation
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#164726 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Meet in Arcadia ᱵᱨᱮᱸᱰ ᱡᱚᱛᱷᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱦᱤᱡᱩᱜ ᱦᱚᱸ ᱟᱨᱠᱟᱰᱤᱭᱟ ᱨᱮ ᱮᱴᱟᱜ ᱠᱟᱱᱟ ᱢᱤᱫ ᱵᱨᱮᱸᱰ ᱡᱚᱛᱷᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱡᱟᱦᱟᱸ ᱛᱮᱭᱟᱨ ᱠᱟᱱᱟ ᱪᱤᱱᱟ ᱨᱮᱭᱟᱜ ᱜᱩᱭᱡᱷᱚᱣ ᱯᱨᱚᱵᱷᱤᱸᱥ ᱨᱮᱭᱟᱜ ᱞᱚᱸᱜᱴᱟᱸᱜ ᱟᱛᱩ ᱨᱮᱭᱟᱜ ᱜᱟᱶ-ᱫᱤᱥᱚᱢ ᱯᱩᱱᱟᱹᱭ-ᱡᱤᱭᱚᱱ ᱯᱨᱚᱡᱮᱠᱴ ᱞᱟᱹᱜᱤᱫ ᱾ ᱞᱚᱜᱚ ᱟᱠᱟᱹᱛᱮ ᱮᱦᱚᱵ ᱠᱟᱱᱟ ᱪᱤᱱᱟ ᱟᱠᱷᱚᱨ ᱨᱮᱭᱟᱜ ᱥᱩᱱᱫᱚᱨᱛᱟ ᱨᱮᱭᱟᱜ ᱚᱠᱛᱚ ᱠᱷᱚᱱ ᱾ ᱥᱮᱰᱟᱭ-ᱡᱟᱭᱜᱟ ᱨᱮ ᱛᱩᱰᱟᱹᱜ ᱠᱷᱮᱛ ᱠᱚ ᱚᱴ ᱟᱠᱟᱱᱟ ᱢᱤᱱᱤᱢᱟᱞᱤᱥᱴ ᱟᱨ ᱮᱵᱥᱴᱨᱮᱠᱴ ᱛᱚᱦᱮᱱ ᱛᱮ ᱾ ᱠᱷᱮᱛ ᱠᱚ ᱪᱮᱛᱟᱱ ᱨᱮ, ᱮᱵᱥᱴᱨᱮᱠᱴ ᱢᱤᱭᱟᱹᱣ ᱟᱛᱩ ᱚᱲᱟᱜ ᱠᱚ ᱟᱠᱷᱚᱨ ᱨᱮᱭᱟᱜ ᱨᱮᱠᱷᱟ ᱠᱚ ᱥᱟᱶ ᱡᱩᱲᱟᱹᱣ ᱟᱠᱟᱱᱟ, ᱟᱨ ᱢᱤᱫ ᱨᱮᱠᱷᱟ ᱢᱤᱫ ᱪᱟᱸᱫᱚ ᱠᱷᱚᱸ ᱦᱩᱭ ᱠᱟᱱᱟ ᱾ ᱡᱚᱛᱷᱟ ᱮᱱᱟ ᱜᱟᱶ-ᱫᱤᱥᱚᱢ ᱯᱟᱨᱡᱟᱛᱚᱱ ᱠᱚ ᱥᱟᱦᱟᱭ ᱠᱟᱛᱮ ᱢᱮᱱᱟᱜ-ᱟ ᱡᱟᱦᱟᱸ ᱪᱮᱫ ᱠᱤ ᱡᱟᱦᱟᱨ ᱡᱟᱭᱜᱟ ᱨᱮᱭᱟᱜ ᱢᱟᱲᱟᱸ ᱴᱷᱮᱱ ᱠᱟᱹᱢᱤ ᱠᱟᱱᱟ ᱾ ᱰᱤᱡᱟᱭᱤᱱ ᱨᱮᱭᱟᱜ ᱠᱟᱹᱢᱤ ᱦᱟᱛᱟᱣ ᱠᱟᱱᱟ ᱡᱟᱦᱟᱨ ᱡᱟᱭᱜᱟ ᱨᱮᱭᱟᱜ ᱥᱚᱢᱟᱡ-ᱥᱟᱹᱦᱴᱟ ᱩᱫᱩᱜ ᱦᱩᱭᱼᱟᱜ ᱞᱟᱹᱜᱤᱫ ᱟᱨ ᱟᱛᱩ ᱦᱚᱲ ᱠᱚ ᱵᱨᱮᱸᱰ ᱛᱮᱭᱟᱨ ᱠᱟᱹᱢᱤ ᱨᱮ ᱟᱹᱭᱩᱨ ᱦᱩᱭ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱪᱮᱫ ᱠᱚ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Meet in Arcadia ᱵᱨᱮᱸᱰ ᱡᱚᱛᱷᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Meet in Arcadia ᱵᱨᱮᱸᱰ ᱡᱚᱛᱷᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- In 2017, the project aimed to support Longtang Village in Guizhou Province. At the time, the village faced challenges such as a lack of rural industries, limited income for villagers, brain drain, and a widespread phenomenon of left-behind children. The project serves as a rural revitalization model, with rural tourism as its core industry. It emphasizes the preservation of traditional village culture and lifestyle, supports the development of the collective economy, and seeks to stimulate the intrinsic motivation of villagers.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- Height 594mm x Width 420mm
- ᱴᱮᱜ ᱠᱚ
- Branding、 Verbal Identity、 Service Branding、 Meet in Arcadia
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- I. The logo incorporates rural elements to convey the theme effectively.
II. The communication strategy emphasizes the connotation of rural culture, aiming to establish a unique brand association. The logo is simple, easy to recognize, and user-friendly, while the language is straightforward and easy to understand.
Service Policy:
I. Guide the tourism experience through design, using a unified image to provide clear direction.
II. Leverage the symbolism of the logo to build a connection with users, creating resonance and fostering emotional engagement. - ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- In terms of cultural integration, transforming traditional rural culture into modern design elements that meet contemporary demands is challenging. Regarding uniqueness, it is difficult to highlight the culture-focused revitalization model and distinguish the brand's "beauty" amid numerous rural tourism projects. Additionally, the project involves multi-dimensional goals, including economic support and the stimulation of intrinsic motivation.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- I. Research Background
Many rural areas in society have development problems, and Longtang Village is no exception. The meet in arcadia project aims to explore the rural revitalization model.
II. Research Methods
Qualitative methods including field observation, case analysis, in - depth interviews, and mixed research methods.
III. Research Tools
There are cameras, notebooks, questionnaire platforms, Excel, Ai, etc.
IV. Participants
Villagers, project staff, brand designers and other researchers.
V. Results and Insights
The project affects the rural economy, society and environment, with both achievements and challenges. - ᱯᱨᱮᱨᱚᱱᱟ
- The logo design is inspired by the Chinese character for "beauty." It adopts a minimalist and abstract approach to depict a picturesque countryside with terraced rice paddies. Above the terraced fields, abstract Miao village houses are seamlessly integrated into the strokes of the Chinese character for "beauty," with one stroke transformed into a roof. This design highlights the unique charm of the local countryside while conveying the concept of "beauty."
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project began in 2017. Its brand design phase started in Beijing in June 2022 and concluded in September the same year. The project itself is still ongoing.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- Coordinating across different fields presents significant challenges, requiring careful balancing of multiple parties' needs and transforming field research findings into actionable outcomes. Planning the process around the concept of "beauty" and effectively reflecting its value is equally demanding. Moreover, it is essential to engage villagers in understanding and participating in brand building, while utilizing design elements to attract tourists and provide them with an in-depth understanding of the project.
- ᱯᱮᱴᱮᱱᱴ ᱠᱚ
- Logo (2022) China Social Entrepreneur Foundation
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Chief Designer: Xiaoming Meng
Project Operation: Xueke Fang - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- [Image 1: Designer Meng Xiaoming, 2022.]
[Image 2: Designer Meng Xiaoming, 2022.]
[Image 3: Designer Meng Xiaoming, 2022.]
[Image 4: Designer Meng Xiaoming, 2022.]
[Image 5: Designer Meng Xiaoming, 2022.]
[Image 5: Designer Meng Xiaoming, 2022.]
[Video credits : xiaoming meng, 2022]
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