Joyful Garden Tour Brand Design by Ye Zhang Wins the Bronze A' Design Award in Graphics, Illustration and Visual Communication Design

Ye Zhang honored for graphics, illustration and visual communication design by the international grand jury of the 2023 - 2024 A' Design Award & Competition

FOR IMMEDIATE RELEASE

COMO, Italy, April 25, 2024 /DesignNewswire/ A' Design Award & Competition has announced that Joyful Garden Tour Brand Design by Ye Zhang, designed for Beijing Jiaotong University, has been granted the Bronze A' Design Award in the Graphics, Illustration and Visual Communication Design category. The result belongs to the 2023 - 2024 A' Design Award & Competition and was determined through blind peer review by an international grand jury panel of established academics, design professionals and press members, who assessed anonymized entries against predetermined criteria.

What the Bronze A' Design Award Means

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.

Regarding Joyful Garden Tour Brand Design

Joyful Garden Tour is an event brand design created for a Chinese New Year garden party held at the Summer Palace and the Old Summer Palace in Beijing. Well known buildings of both gardens were studied and simplified into clear graphic icons. The icons are combined with the dragon motif of the 2024 Chinese zodiac. Blue and pink colors express new vitality drawn from a long history. Posters, brochures and cards are printed on pearl paper with embossing and silver stamping. The emblem uses traditional Chinese silver enamel craft.

About Ye Zhang

Founded in 1896, Beijing Jiaotong University (BJTU) is the birthplace of modern railway and telecommunication education in China. It was among the first universities in China to confer doctoral and master's degrees and is renowned both domestically and internationally as one of the key universities with the longest history in China. The creative design program of BJTU is under the School of Architecture and Design, which offers majors such as Visual Communication Design, Digital Media Art, Environmental Design, Architecture, Urban and Rural Planning, contributing to the education of numerous outstanding designers and architects for society.

Award Record

With this recognition, Ye Zhang is a winner of 5 A' Design Awards. All of the awards belong to the 2023 - 2024 edition 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. The competition is organized within the A' Design Award & Competition and is open to graphic designers, communication designers, graphic artists and illustrators from all countries. Entries typically include logos, posters, infographics, brochures, packaging designs and business cards. Awarded graphic designs are published at https://dezigners.org/design-category/graphics

About A' Design Award & Competition

A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission 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. Entries are peer reviewed and anonymously evaluated 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. The A' Design Prize granted to eligible laureates 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, the upload of a work and the 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. Further information is available at https://competition.adesignaward.com

Press Resources

Winner Page: https://dezigners.org/159119
A' Design Award Page: https://competition.adesignaward.com/159119
Media Showcase: https://www.designnewsroom.com/!159119
Laureate Profile: https://dezigners.org/d/352027
Further Information from the Laureate: http://saad.bjtu.edu.cn

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: Joyful Garden Tour Brand Design
Function: Brand Design
Category: Graphics, Illustration and Visual Communication Design
Discipline: Communication Design
Industry: Branding & Advertising and Arts
Colors: Pale Violet Red, Gainsboro, Firebrick, Crimson and Medium Violet Red
Images: 5
Client: Beijing Jiaotong University

The Recognition

Laureate: Ye Zhang
Country: China
Recognition: Bronze A' Design Award
Edition: 2023 - 2024
Design ID: #159119

Credits

Team: Design Director：YeZhang, Art Director：XingxingLi, Art Director：YangMao, Lead Designer：YuyangWu, Designer：YudiLei, Designer：KaixuanJia and Designer：HuanxiaoGuo
Image Credits: This work is all original images not copyrighted.

Design Details

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.
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.
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.
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.
Realization and 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.
Operation and Interaction: 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.
Project Duration and Location: 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.
Specifications: Billboard poster: 420mm × 594mm Paper fold: 100mm × 200mm Promotional poster: 210mm × 297mm Card: 55mm × 85mm Bracelet: 25mm × 200mm Emblem: Approximately 60mm × 60mm Handbag: 285mm × 285mm Sticker: 25mm × 25mm, 25mm × 10mm
Keywords: culture; traditional elements; brand planning; inheritance and innovation; Eastern aesthetics; modern design;