Joyful Garden Tour

Brand Design for Beijing Jiaotong University

Through extensive data research, most famous buildings in the Old Summer Palace and the Summer Palace are selected to be graphically manipulated to create the most recognizable and communicable icon, and combined it with Loong, the Chinese Zodiac motif for 2024. Blue and pink colors were chosen to reflect the new vitality that has emerged from its long history. We explore suitable visual presentation method for architectural icons, and help the development and intermingling of diverse cultures.

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Joyful Garden Tour by Beijing Jiaotong University

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Brand Design by Beijing Jiaotong University

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Beijing Jiaotong University Joyful Garden Tour

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Beijing Jiaotong University Brand Design

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Beijing Jiaotong UniversityBrand Logo

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Unique Properties

Through extensive data research, most famous buildings in the Old Summer Palace and the Summer Palace are selected to be graphically manipulated to create the most recognizable and communicable icon, and combined it with Loong, the Chinese Zodiac motif for 2024. Blue and pink colors were chosen to reflect the new vitality that has emerged from its long history. We explore suitable visual presentation method for architectural icons, and help the development and intermingling of diverse cultures.

Tags

culture; traditional elements; brand planning; inheritance and innovation; Eastern aesthetics; modern design;

Production Technology

"Joy of Garden Tour" is a brand of garden party activities taking place in the Summer Palace and the Old Summer Palace in 2024. Paper materials such as brochures, posters, and cards are printed on pearl paper with embossing and silver stamping techniques. The emblem adopts traditional Chinese silver enamel craftsmanship, which has commercial value while maintaining deep significance of traditional Chinese culture.

Design Challenge

The core challenge in the design process is how to integrate classical architecture with modern aesthetics, ensuring that the brand image is both unique and easily recognizable, while also meeting the expectations and needs of the target audience to address market changes.

Project Duration

Started in July 2023, the project was completed in October, and was launched from January 1 to February 29, 2024 in the Summer Palace and the Summer Palace in Beijing.

Operation Flow

This brand is an advertising and a cultural creative product for the New Year Garden Party at the Summer Palace and the Old Summer Palace. It is distributed and sold both inside and outside the palaces for promotional purposes and as souvenirs for visitors.

Research

Type: Brand Design Research Goal: To build a Chinese New Year Garden Party that combines traditional charm and modern design style. Methods: By employing literature research, on-site visits, event planning, brand communication, and data analysis, a comprehensive approach was taken to establish a brand for the New Year Garden Party at the Summer Palace and the Old Summer Palace combining traditional architecture with the cultural elements of the Year of the Dragon. The project primarily utilized AI and PS for production. Outcome: By integrating the architectural icons of the Summer Palace and the Old Summer Palace with the cultural elements of the Year of the Dragon, a cultural brand for the New Year Garden Party was created with a youthful aesthetic. Impact: With the successful implementation of the Garden Party activities, not only has it deepened the public's understanding of the traditional architecture of the Summer Palace and the Old Summer Palace, but it has also promoted the dissemination of the traditional culture of the Year of the Dragon. It has enhanced visitors' cultural participation and sense of belonging, elevated the cultural taste of the scenic area, and injected new vitality into the regional cultural tourism development.

Inspiration

The "Joyful Garden Tour" is the 2024 Chinese New Year event jointly organized by the Old Summer Palace and the Summer Palace. Only on the first day of the Spring Festival holiday, they welcomed nearly 160,000 visitors. In this event branding design,we traced the historical lineage of the two gardens and presented their unique historical essence in a new way, and visitors can deeply feel the historical heritage and vitality of the Summer Palace and the Old Summer Palace during the garden tour.

Image Credits

This work is all original images not copyrighted.

Project Overview

Joyful Garden Tour Brand Design has been a Bronze winner in the Graphics, Illustration and Visual Communication Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

Bronze Recognition

Beijing Jiaotong University was recognized with the coveted Bronze A' Design Award in 2024, a testament to excellence of their work Joyful Garden Tour Brand Design.

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