Chao Yang Is Honored with the A' Design Award for Westlake Impression Brand Image in Graphics, Illustration and Visual Communication Design

Chao Yang honored for graphics, illustration and visual communication design by the international grand jury of the 2022 - 2023 A' Design Award & Competition

FOR IMMEDIATE RELEASE

COMO, Italy, April 20, 2023 /DesignNewswire/ Westlake Impression Brand Image by Chao Yang, designed for Zhejiang University of Finance & Economics, has been granted the A' Design Award in the Graphics, Illustration and Visual Communication Design category, A' Design Award & Competition has announced. The award was conferred within the 2022 - 2023 A' Design Award & Competition and was decided through blind peer review by an international grand jury panel of established academics, design professionals and press members, who evaluated anonymized entries against predetermined criteria.

The A' Design Award Explained

The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.

More About Westlake Impression Brand Image

Westlake Impression is a brand identity design created for a performing arts company in Hangzhou, China. The performance is staged on a square platform set about ten centimeters below the surface of the West Lake, with the lake itself as the background. The identity follows a decentralized method. No logo is placed at the center of visual recognition. Instead, a system of graphic groups forms the identity together. The square stage and a window for urban cultural promotion are the main visual concepts. The aim is to strengthen brand recognition.

Award Record

With this recognition, Chao Yang is a winner of 3 A' Design Awards. The awards were granted between the 2020 - 2021 and the 2022 - 2023 editions of the A' Design Award & Competition.

About the A' Graphics, Illustration and Visual Communication Design Award

The A' Graphic Design Award is an international graphic design competition recognizing good graphic designs by best creative agencies and designers worldwide. It is organized within the A' Design Award & Competition and is open to graphic designers, communication designers, graphic artists and illustrators from all countries. Typical entries include logos, posters, infographics, brochures, packaging designs and business cards. The awarded graphic designs are published at https://dezigners.org/design-category/graphics

About A' Design Award & Competition

Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com

Press Resources

Winner Page: https://dezigners.org/150340
A' Design Award Page: https://competition.adesignaward.com/150340
Media Showcase: https://www.designnewsroom.com/!150340
Laureate Profile: https://dezigners.org/d/302556

Media Contact

Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953

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Fact Sheet

The Work

Project: Westlake Impression Brand Image
Function: Brand Image
Category: Graphics, Illustration and Visual Communication Design
Discipline: Communication Design
Industry: Branding & Advertising and Arts
Colors: Gainsboro, White Smoke, Light Gray, Black and Silver
Images: 5
Client: Zhejiang University of Finance & Economics

The Recognition

Laureate: Chao Yang
Recognition: A' Design Award
Edition: 2022 - 2023
Design ID: #150340

Design Details

Unique Properties: "Impression West Lake" is a performing arts brand. In 2016, entrusted by the Ministry of Foreign Affairs, the G20 Hangzhou Summit designed and arranged a performance of Hangzhou, which was highly praised by the heads of 20 countries. In this project, the design team tried to make a set of VI without logo. A decentralized design method is proposed, that is, to eliminate the logo as the center of visual recognition, and turn to the system design method of forming an identity with graphic groups.
Inspiration: The performance is a live performance with the West Lake as the background. The cultural and artistic performance blending the East and the West is held on a square stage about 10cm below the water surface of the West Lake. The square stage and the window for urban cultural promotion became the main concept of my design.
Research: "Impression West Lake" is not only a performing arts company but also a real landscape performance created by the "Iron Triangle" team of directors Zhang Yimou, Wang Chaoge and Fan Yue. It has performed 3,000 performances in total and received 2.9 million audiences. In 2016, entrusted by the Ministry of Foreign Affairs of the People's Republic of China, the original performance "Impression of the West Lake" was revised into "The Most Reminiscence of Hangzhou", and performed as a project of the G20 Hangzhou Summit. The first performance was highly praised by the heads of 20 countries. The performance was broadcast live on the Internet and on television and gained worldwide attention.
Challenge: After investigation, we found that the most impressive of the brand was a square stage hidden in the waters of the West Lake. When the lights were secret, the actors jumped with the music on the mirror -like lake and jumped with the music of "Liang Zhu" and the "Swan Lake" performed by the Ballet's performance. A total of ten actors of the performance were completed on the water, which was significantly different from the real product.
Realization and Technology: It has significantly enhanced the recognition of the brand image and customer favors. Help enterprises were selected by the State -owned Assets Supervision and Administration Commission of the State Council of the People's Republic of China to release the "Typical Cases of 100 State -owned Enterprise Brands in 2021", including only 31 local state -owned enterprises, 2 Zhejiang Province; Recommended and used as a monthly review case; dynamic performing arts video was reprinted by multiple design numbers and video numbers.
Operation and Interaction: Combining stage works with colourful sound and light, combining the stage with reflections in the water to produce a unique visual art effect, the weaving of the Chinese and Western stages.
Project Duration and Location: The project starts in Hangzhou in August 2020, in Hangzhou in February 2021 and will be presented in Hangzhou in April 2022.
Specifications: Combining stage works with colorful sound and light, and combining the stage with reflections in the water to produce a unique visual art effect, the weaving of the Western and Chinese stages.
Keywords: Brand, Poster, Logo, West Lake, Traditional Culture