Infinite Borders Reshape The Three Kingdoms Brand by Netease Games Art Design Center |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Infinite Borders PRIMARY FUNCTION: Reshape The Three Kingdoms Brand INSPIRATION: The Three Kingdoms period dates back 1,500 years. We have deeply studied the characters and colors from Han Dynasty culture, combining the "land grid" gameplay and the pictographic character of the "Shuai" logo to derive the square as the brand graphic. Using a design that appeals to younger and international aesthetics, we inject new cultural vitality into the Three Kingdoms and convey its charm to a broader global audience. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Positioned "The Authentic and Passionate Three Kingdoms," the brand traces the pictographic characters of its name and combines them with the "grid square" impression from strategy games to derive its brand graphics. It extracts the popular colors of black, red, and white from the Han Dynasty as its primary colors. Flat calligraphic brushstrokes are used as auxiliary elements. By incorporating modern typography, the brand provides new cultural experiences for the Three Kingdoms era. OPERATION / FLOW / INTERACTION: - PROJECT DURATION AND LOCATION: The project started its design phase in March 2023 and was completed in July 2023. It was officially launched in November 2023. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: This design will be applied to digital posters, UI interfaces, and physical prints. By using a systematic, modern, and flat design, it ensures ease of extension for designers across various channels while maintaining overall brand visual consistency. SPECIFICATIONS / TECHNICAL PROPERTIES: - TAGS: the Three Kingdoms,traditional innovation,oriental aesthetics, brand design RESEARCH ABSTRACT: By visiting museums of the Han Dynasty and the Three Kingdoms era, we studied artifacts' color schemes, textures, and other characteristics. We researched the age demographics and preferences of players, combining this with the game's own mechanics. Integrating these studies and research, we extracted pictographic characters and popular colors of the Han Dynasty, merging them with modern aesthetics to infuse new vitality into the traditional Three Kingdoms culture. CHALLENGE: To recreate an authentic impression of the Three Kingdoms, the design must have historical and cultural significance while embodying modern aesthetics and trends. Additionally, it needs to consider digital and print applications and ensure ease of extension for a global audience. ADDED DATE: 2024-06-27 08:24:17 TEAM MEMBERS (3) : Brand Director:TzuYin Weng, Designer: ChuJun Zhang , Yan Cheng,XiaoYang Tan,Jerry Tse,JieYu Hong and IMAGE CREDITS: Image #1: Director TzuYin Weng/Designer ChuJun Zhang,Key Visual for Netease 520 event, 2023. Image #2: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng,Key Visual,2023. Image #3: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Chengļ¼Appstore Graphics,2023. Image #4: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng/Designer XiaoYang Tan/Designer Jerry Tse/Designer JieYu Hong,Esports Brand visual,2023. Image #5:Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng/Designer XiaoYang Tan,merchandise,2023. Video Credits:Director TzuYin Weng/Designer ChuJun Zhang,Ending cut,2023 |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: NetEase Games PROFILE: NetEase Games, the online games division of NetEase, Inc. is a leading global developer and publisher of video game IP across a variety of genres and platforms. |
| AWARD DETAILS | |
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Infinite Borders Reshape The Three Kingdoms Brand by Netease Games Art Design Center is Winner in Graphics, Illustration and Visual Communication Design Category, 2024 - 2025.· Read the interview with designer Netease Games Art Design Center for design Infinite Borders here.· Press Members: Login or Register to request an exclusive interview with Netease Games Art Design Center. · Click here to register inorder to view the profile and other works by Netease Games Art Design Center. |
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