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Viennart Academy Branding by Yunzi Liu |
Home > Winners > Design #160261 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
YL: The main principle behind the ViennArt Academy branding design is to blend tradition with innovation. Inspired by the symmetry of V and A, the design reflects art as a mirror of life, utilizing the play of light and shadow. This concept is rooted in the belief that art is dynamic and constantly evolving, just like the educational approach of the academy.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
YL: My primary focus was to create a visual identity that is both memorable and reflective of the academy's ethos. I aimed to achieve a design that conveys the institution's dedication to fostering creativity and growth while also being adaptable across various media.
FS: What are your future plans for this award winning design?
YL: I plan to continue refining and expanding the branding elements to ensure consistency across all platforms. Additionally, I aim to leverage the recognition from the award to explore new opportunities for collaboration and further enhance the academy's visibility.
FS: How long did it take you to design this particular concept?
YL: The branding process spanned from August 2023 to February 2024, encompassing initial sketches, stakeholder collaboration, digital iterations, and final refinements. However, this project is always ongoing. Now, I'm working on iterating the school website based on our user testing.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
YL: I'm working at the New York School of Arts and the ViennArt Academy is stemming from it. However, I was deeply inspired by the challenge of creating a brand identity that would resonate with both traditional and modern elements, aligning with the academy's vision.
FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
YL: The branding design is exclusively used by ViennArt Academy. There are no plans to sell or lease the production rights as it is tailored specifically to the academy's identity and mission.
FS: What made you design this particular type of work?
YL: My passion for visual communication and education drove me to design this branding. I wanted to create a meaningful and impactful identity that would inspire students and reflect the academy's commitment to artistic excellence.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
YL: Yes, Iko Tanaka's work significantly influenced my design. His ability to merge cultural elements with modern aesthetics inspired me to create a brand identity that honors tradition while embracing contemporary design principles.
FS: Who is the target customer for his design?
YL: The target audience includes prospective students, their parents, educators, and the broader art community. The design aims to attract individuals who value a blend of traditional art education and innovative practices.
FS: What sets this design apart from other similar or resembling concepts?
YL: The unique integration of light and shadow elements, along with the symmetrical representation of V and A, sets this design apart. It not only serves as a logo but also encapsulates the academy's philosophy of art as a reflective and dynamic process.
FS: How did you come up with the name for this design? What does it mean?
YL: The name "ViennArt Academy" was chosen to reflect the academy's location in Vienna, Virginia, and its focus on art education. The play on words emphasizes the academy's commitment to art as a core component of its identity.
FS: Which design tools did you use when you were working on this project?
YL: I used Adobe Illustrator for logo design, Adobe Photoshop for mockups, Wix for website development, and Adobe InDesign for booklet design. These tools allowed for precise and versatile design work.
FS: What is the most unique aspect of your design?
YL: The most unique aspect is the reflective interpretation of VAA and the use of parallelograms to symbolize light and shadow. This not only represents the academy's name but also its core values of creativity and continuous growth.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
YL: I collaborated with stakeholders from ViennArt Academy, including educators and administrative staff. Their insights were invaluable in ensuring the design accurately represented the academy's mission and values.
FS: What is the role of technology in this particular design?
YL: Technology played a crucial role in the design process, from digital sketching and iterations to the final production of marketing materials. Tools like Adobe Illustrator and Photoshop enabled precision and creativity, ensuring a high-quality outcome.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
YL: Yes, the design was influenced by stakeholder feedback and market research. We conducted surveys and focus groups to understand the needs and preferences of our target audience, ensuring the design resonated with them.
FS: What are some of the challenges you faced during the design/realization of your concept?
YL: One of the main challenges was navigating trademark application rejections and finding a name that was both unique and representative. Additionally, balancing the sharp angles of the parallelograms with a softer visual appeal required careful refinement.
FS: How did you decide to submit your design to an international design competition?
YL: I decided to submit the design to the A'Design Award to gain international recognition and validate the quality of my work. The competition's prestige and global reach offered a platform to showcase the design to a wider audience.
FS: What did you learn or how did you improve yourself during the designing of this work?
YL: This project reinforced the importance of stakeholder collaboration and iterative design. I learned to balance creative vision with practical considerations, enhancing my ability to produce designs that are both aesthetically pleasing and functional.
FS: Any other things you would like to cover that have not been covered in these questions?
YL: I'd like to emphasize the importance of integrating cultural and contemporary elements in design. This approach not only preserves heritage but also makes art accessible and relevant in today's context.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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