SUMMER PALACE TOUR
Brand Design for Beijing Jiaotong University
The design team used 2.5D style to draw the three major architectural clusters in the Summer Palace, covering more than 20 traditional Chinese buildings in total, using black, red, and green colors to create a colorful visual experience. We also introduced the concept of "Small Hand-carry", hoping that visitors can easily play around the Summer Palace, holding the history in the palm of their hands, taking the beauty of the scenery at their fingertips, and carrying good gifts in their hands.
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Download Press Kit № 158812 Brand Design for Beijing Jiaotong University by Beijing Jiaotong University to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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SUMMER PALACE TOUR by Beijing Jiaotong University
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Brand Design by Beijing Jiaotong University
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Beijing Jiaotong University SUMMER PALACE TOUR
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Beijing Jiaotong University Brand Design
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Beijing Jiaotong UniversityBrand Logo
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SUMMER PALACE TOUR Brand Design Press Releases
Press releases for SUMMER PALACE TOUR are now accessible in these languages: English.
SUMMER PALACE TOUR Brand Design Media Articles
Our SUMMER PALACE TOUR articles are prepped and available in these languages: Hindi, English, Spanish, French, Italian, German, Chinese (Mandarin), Dutch, Portuguese, Indonesian, Japanese, Arabic (Standard), Turkish, Korean and Russian, ready for your use.
Unique Properties
The design team used 2.5D style to draw the three major architectural clusters in the Summer Palace, covering more than 20 traditional Chinese buildings in total, using black, red, and green colors to create a colorful visual experience. We also introduced the concept of "Small Hand-carry", hoping that visitors can easily play around the Summer Palace, holding the history in the palm of their hands, taking the beauty of the scenery at their fingertips, and carrying good gifts in their hands.
Tags
Brand design, Anniversary, Cultural and creative products, Chinese traditional architecture, Chinese traditional garden
Production Technology
A journey in the Summer Palace brand design has varied cultural and creative products, including publicity materials, office supplies and souvenirs. we used special papers such as coated art paper and craft paper, and applied printing techniques such as screen printing and gild stamping. Craft paper souvenir box contains 2 posters, 4 key rings, 1 adhesive tape, 1 envelope and 1 notebook, which are especially favored by Chinese youngsters.
Design Challenge
Nowadays, integrating commercial products and traditional culture and symbols, and developing a consuming fashion such as new Chinese style or China-Chic style, which will be the key challenge of the design. So that, we focused on using popular art techniques to depict the special roofs and elevations of the buildings. Not only we can cater to normal consumers, but also show them the charm of Chinese ancient architecture and garden.
Project Duration
The project started in Beijing in July 2023 and completed in January 2024. The exhibition will be held in Summer Palace, Beijing, China, from June 2024 to September 2024.
Operation Flow
The cultural and creative products are on seal, online in the official website and offline in the Summer Palace, also being presented as anniversary activity gifts. We hope visitors can get relaxed enjoying the Summer Palace, to have their favorite architecture on the hand, to have the beautiful scenery in the hand and to have exquisite gifts by the hand.
Research
Type: Brand design research Target: Appealing young visitors to experience the charm of China-Chic ancient architecture. Method: Using literature reviews, brand planning and other, to determine design style and products to be made. Results: The brand’s main vision is to create the most distinctive royal garden buildings with 2.5D and China-Chic style. Effects: Showcasing the connotation of the variable culture of the Summer Palace. Providing new ideas for the transformation of traditional culture.
Inspiration
To marking its 110th anniversary since opening to the public, the Summer Palace is launching the "Summer Palace Tour"cultural activity, aiming to offer visitors a memorable and emotional anniversary tour experience.From a private royal garden to a national park, the Summer Palace is now a World Heritage Site and is expected to receive 20 million visitors in 2024.We hope that this design will reveal the new cultural connotation of this historical garden and give it an international visual image.
Image Credits
This work is all original images not copyrighted.
Project Overview
SUMMER PALACE TOUR Brand Design has been a Golden winner in the Graphics, Illustration and Visual Communication Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.
Golden Recognition
Beijing Jiaotong University was recognized with the coveted Golden A' Design Award in 2024, a testament to excellence of their work SUMMER PALACE TOUR Brand Design.
Beijing Jiaotong University Press Releases
Discover Beijing Jiaotong University's journey through our press releases, available for all press members and journalists to use without restrictions. For immediate journalistic use: 5 press releases are available right now.
SUMMER PALACE TOUR Unveils New Brand Design to Celebrate 110th Anniversary
Beijing Jiaotong University presents a brand new cultural and creative design to mark the 110th anniversary of the Summer Palace, offering visitors a unique and colorful experience from June to September 2024.
Beijing Jiaotong University Newsroom
Step into Beijing Jiaotong University Newsroom for a showcase of exemplary design and recognized projects.
