Jingting Mountain Scenic Area Brand Identity by Zhejiang Gongshang University |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Jingting Mountain Scenic Area PRIMARY FUNCTION: Brand Identity INSPIRATION: In our creative design for the new brand, we focus on the concept of cultural exploration through painting. We created a design that allows visitors to experience Jingtingshan like walking in a scroll painting. We also designed six auxiliary graphics for the Jingtingshan brand, each showcasing the unique features of the scenic area. Over 300 famous poets and painters have left countless poems and paintings throughout history. Enchanting mountain views of this place also merged in our design. UNIQUE PROPERTIES / PROJECT DESCRIPTION: As a key scenic area and national forest park, Jingtingshan Scenic Area in Anhui Province has a brand that is different from other traditional design brands in China. It changed the traditional business model and communication methods, creating a new era of scenic area development with a new brand image. The old brand image had a relatively narrow audience. Our design appeals to a wider audience and is more suitable for dissemination in the digital information background. OPERATION / FLOW / INTERACTION: - PROJECT DURATION AND LOCATION: The project started its design phase in Hangzhou in May 2022 and was completed in February 2023. It was officially launched in Xuancheng, Anhui Province, in March 2023. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: In our creative design for the new brand, we focus on the concept of cultural exploration through painting and have incorporated elements such as mountain views, pavilion styles, serene clouds and wild cranes, and the flavor of local wine and tea. The new design creates a tour experience that feels like walking in a scroll painting at Jingtingshan, allowing visitors to explore the cultural heritage of thousands of years. SPECIFICATIONS / TECHNICAL PROPERTIES: We have designed six auxiliary graphics for the Jingtingshan brand, which can be applied in various scenarios. Each graphic showcases the unique features of the Jingtingshan scenic area, including the countless works left behind by more than 300 famous poets and painters in history, as well as the enchanting mountain scenery. The graphics also highlight the distinctive pavilions and towers, as well as the locally produced "baijiu" (white liquor) and "green tea" of Jingtingshan. TAGS: Scenic Area, Digital, Renewal, Poetry and Painting, Chinese style RESEARCH ABSTRACT: The new brand of the scenic area was widely promoted across various types of media and has led to the development of a series of cultural and creative brands based on the new brand image. It has garnered extensive attention from individuals across various sectors of society and attracted tourists from all over the world to the scenic area, resulting in a significant increase in visitor numbers. This has generated greater economic benefits for the area. CHALLENGE: - ADDED DATE: 2023-06-29 08:22:02 TEAM MEMBERS (2) : Designer: Kan Zhao and IMAGE CREDITS: Zhejiang Gongshang University, 2023. |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Anhui ยท Jingting Mountain Scenic Area PROFILE: Jingtingshan is located on the northern outskirts of Xuancheng City, Anhui Province. It belongs to the Huangshan Mountain range and has a southwest-northeast orientation. There are 60 peaks of various sizes, especially the highest peak, Cuiyunfeng, reaching an altitude of 324.1 meters. The lower part consists of hills and hillocks. In January 2012, Jingtingshan is designated as a National 4A-level tourist attraction by the State Council of the People's Republic of China. |
| AWARD DETAILS | |
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Jingting Mountain Scenic Area Brand Identity by Zhejiang Gongshang University is Winner in Graphics, Illustration and Visual Communication Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Zhejiang Gongshang University. · Click here to register inorder to view the profile and other works by Zhejiang Gongshang University. |
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