This design draws inspiration from Helan Mountain petroglyphs, identifying motifs akin to modern letterforms. These patterns were refined into a unified typographic system, reinterpreting rock art as a universal language that crosses cultural barriers while maintaining historical authenticity. The typography balances readability and storytelling, emphasizing shared human heritage. By highlighting the organic shapes and imperfections of rock art, the design preserves its authenticity while seamlessly integrating into modern media, connecting ancient symbols with contemporary aesthetics.

The designer's name is Yilin Wang, a Chinese graphic designer who has won awards in a large number of design competitions.

Zhejiang Media College, referred to as "Zhezhuan", is located in Hangzhou, Zhejiang Province. It is a University jointly built by the State Administration of radio and television and Zhejiang Provincial People's government.