Anthropology Chinese Textbook Graphics Design by Xu Tang |
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| DESIGN NAME: Anthropology Chinese Textbook PRIMARY FUNCTION: Graphics Design INSPIRATION: The inspiration came from a photograph of an ape in the book, specifically its furry leg. By drawing and combining graphics with the leg of a modern human. The graphic looks like a person walking, blending the ancient with the modern. It also resembles the first letter of the word Anthropology A as well as the first character of the Chinese word for Anthropology. The graphic not only represents a transition in physical forms but also signifies humanity's self-awareness and cultural development. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Anthropology is the standard textbook for anthropology in American universities, now in its 13th edition Chinese version. It explores research methods in anthropology, the evolution from early mammals to modern humans, and the development and evolution of cultures. The Cover Graphic Design of this book revolves around the following points: 1.The Cultural Significance of the Letter A and the Chinese Character Human, The first letter of Anthropology is A, while the first character of its Chinese counterpart is Human . The graphic design combines these two elements by depicting one leg of an ape-like creature and one leg of a modern human, creating an image of walking. The letter A represents the Western scientific system as a Latin letter, while the character Human symbolizes the deep philosophical and cultural roots of the East. This combination not only represents human evolution but also symbolizes the dual nature of anthropology as a discipline, hinting at the convergence and fusion of global cultures. 2.The Symbolic Leap Behind the Design: The concept of a leap is emphasized, not only as a physical transformation but also as a leap in human self-awareness and cultural development. This transition from primitive to modern times showcases the great changes humanity has undergone across time and space. The design is simple yet powerful, effectively suggesting this multifaceted leap. 3.Balancing Visual Memory with Professionalism: The minimalist design enhances the reader's visual memory, allowing them to quickly identify the book on a shelf. This visual symbol not only strengthens the memory point but also resonates with the theme of the book. At the same time, the clean design reflects the professionalism and authority of an academic textbook. OPERATION / FLOW / INTERACTION: During the printing process, Chose a textured specialty paper with a laminate finish, which preserves the tactile quality while also providing durability. For the representation of the legs of the great ape, I used gold foil stamping. This not only makes the design more interesting and enhances its texture but also symbolizes humanity's golden past and future. PROJECT DURATION AND LOCATION: The project starts in June 2023 in Beijing, China and ends in September 2023 in Beijing, China，Officially published in September 2023 and available for sale FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: Paper: Special paper lamination Printing: Black ink and hot stamping SPECIFICATIONS / TECHNICAL PROPERTIES: 210mm x 297mm TAGS: Anthropology Graphics Design RESEARCH ABSTRACT: Facing the Cover Graphic design of such a specialized tutorial book, especially since it is already in its 13th edition, presents significant challenges. Previous editions and similar publications have typically featured a single photograph as the cover, which tends to appear monotonous and homogeneous. Therefore, The goal in the design process is to provide readers with a more enjoyable experience, avoiding dogmatism and making learning fun. It aim to create an interesting and meaningful graphic that conveys the theme while remaining simple enough for most people to understand at a glance, without appearing childish. It should also maintain the academic quality expected of a professional book. CHALLENGE: The design of this book revolves around the following points: 1.The Cultural Significance of the Letter A and the Chinese Character Human: The first letter of Anthropology is A, while the first character of its Chinese counterpart is Human. The graphic design combines these two elements by depicting one leg of an ape-like creature and one leg of a modern human, creating an image of walking. The letter A represents the Western scientific system as a Latin letter, while the character Human symbolizes the deep philosophical and cultural roots of the East. This combination not only represents human evolution but also symbolizes the dual nature of anthropology as a discipline, hinting at the convergence and fusion of global cultures. 2.The Symbolic Leap Behind the Design: The concept of a leap is emphasized, not only as a physical transformation but also as a leap in human self-awareness and cultural development. This transition from primitive to modern times showcases the great changes humanity has undergone across time and space. The design is simple yet powerful, effectively suggesting this multifaceted leap. 3.Balancing Visual Memory with Professionalism: The minimalist design enhances the reader's visual memory, allowing them to quickly identify the book on a shelf. This visual symbol not only strengthens the memory point but also resonates with the theme of the book. At the same time, the clean design reflects the professionalism and authority of an academic textbook. ADDED DATE: 2024-09-22 04:53:06 TEAM MEMBERS (1) : IMAGE CREDITS: Xu Tang, 2024. PATENTS/COPYRIGHTS: Copyright © Xu Tang Biejinglab / CITIC Press Group . All Rights Reserved. |
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NAME: Biejing Lab PROFILE: Biejing Lab derived from the Sanskrit word "Viniyata," which means continuous diligent practice, having a heart aligned with the Dharma, and attaining the realm of wisdom. Due to a passion for physical reading, It began to explore book cover design, aiming for a concise yet dynamic visual style. |
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Anthropology Chinese Textbook Graphics Design by Xu Tang is Winner in Graphics, Illustration and Visual Communication Design Category, 2024 - 2025.· Read the interview with designer Xu Tang for design Anthropology Chinese Textbook here.· Press Members: Login or Register to request an exclusive interview with Xu Tang. · Click here to register inorder to view the profile and other works by Xu Tang. |
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