Hua Shanday Vizuálna identita od Chen Zilong, Huang Yan and Zhu Xuguan

Dizajn Hua Shanday Vizuálna identita od dizajnéra Chen Zilong, Huang Yan and Zhu Xuguan je vysoko uznávaným víťazom veľmi prestížneho ocenenia 2026 Bronzová cena A' Design Award v súťažnej kategórii Grafika.

BronzováGrafika· 2026

Hua Shanday Vizuálna identita

od Chen Zilong, Huang Yan and Zhu Xuguan

Klient: City University of Macau

Víťaz ocenenia Bronzová cena A' Design Award v kategórii Grafika

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Dizajn

O dizajne Hua Shanday Vizuálna identita

Hua Shanday je vizuálna identita vytvorená pre scénickú oblasť Huashan v provincii Kuang-si v Číne, ktorá je zapísaná na zozname svetového dedičstva UNESCO. Identita čerpá z 2000 rokov starého skalného umenia Huashan, ktoré vytvoril národ Luoyue. Staroveké totemy zobrazujúce rituálne modlitby a kolektívnu prácu sú extrahované a prepracované do čistých geometrických ikon. Farebná paleta zachováva odtieň červeného okru pôvodných skalných malieb. Systém sa uplatňuje na značení, plagátoch a v digitálnych médiách, takže orientačný systém sa zároveň stáva prístupným vzdelávacím zážitkom.

Ocenenie

O ocenení Bronzová cena A' Design Award

Hua Shanday Vizuálna identita je laureát Bronzovej ceny A' Design Award, vysoko prestížneho uznania udeľovaného vynikajúcim dizajnom, ktoré sa vyznačujú kreativitou, vynaliezavosťou a bystrosťou. Laureáti Bronzovej ceny sú plne zručné a nápadne kreatívne artefakty, ktoré potvrdzujú rozsiahle skúsenosti, predstavivosť a zdatnosť svojich dizajnérov. Od Hua Shanday Vizuálna identita sa očakáva, že bude vysoko cenený, obdivovaný a milovaný predmet, pozoruhodne profesionálny a inovatívny. Tento dizajn ocenený Bronzovou cenou A' Design Award zahŕňa najlepšie postupy v umení, vede, dizajne a technológii a vyniká pozornosťou k detailom. Hua Shanday Vizuálna identita skvele uspokojuje potreby, dotýka sa túžob, očarúva city a vzbudzuje zvedavosť.

Za dizajnom

Tlačový kit

Kredity, členovia tímu a technické údaje poskytnuté dizajnérom.

Jedinečné vlastnosti: Designed for the Guangxi Huashan Scenic Area a UNESCO World Heritage site this project establishes the visual identity for Hua Shan Day. The core concept is the revitalization of the 2000 year old Huashan Rock Art. The design actively extracts and reconstructs ancient Luoyue totems depicting scenes of prayer and labor. By reinterpreting these raw historical symbols through a contemporary design language the project bridges the gap between deep archaeology and modern audiences. It transforms static heritage into a vibrant brand system ensuring the ancient visual legacy continues to inspire future generations.
Rozmery a balenie: Primary Physical Application (Banners/Posters): 600mm x 900mm.
Štítky: Visual Identity, Huashan Rock Art, UNESCO World Heritage, Cultural Branding, Luoyue Culture, Heritage Preservation, Contemporary Reconstruction, Graphic Design, Guangxi China
Výrobná technológia: The visual identity is designed with a digital first approach to minimize physical waste utilizing scalable vector graphics for online promotion and digital exhibitions. For necessary physical applications such as signage and merchandise the design strictly adheres to sustainable practices utilizing recycled paper stocks and soy based inks. The color palette remains faithful to the heritage site utilizing the specific Huashan Red ochre derived from the original hematite pigment used in the rock art ensuring visual consistency and cultural respect.
Dizajnérska výzva: The main challenge was to breathe new life into ancient pictograms without losing their historical authenticity. Traditional approaches often result in rigid copying or overly abstract interpretations. The challenge was to find a balance making the 2000 year old symbols speak to a digital native audience while preserving their solemn heritage value. The solution lay in the methodology of contemporary reconstruction simplifying the complex rock textures into clean iconic graphics that are adaptable across media while retaining the soul of the original Luoyue visual language.
Výskum: This research revitalizes the 2000 year old Huashan Rock Art UNESCO World Heritage for modern audiences. The team employed visual archaeology to decode Luoyue totems known as the Frog Man and extracted their geometric DNA from ancient pigments. These forms were reconstructed using contemporary design principles. The resulting visual system preserves historical authenticity while ensuring educational accessibility for future generations.
Inšpirácia: The design draws direct inspiration from the awe inspiring Huashan Rock Art in Guangxi created by the Luoyue people during the Warring States period to the Eastern Han dynasty. We focused on the iconic monochromatic red ochre figures specifically the distinct forms representing ritual prayer The Frog Man and collective labor. The raw power dynamic postures and the spiritual connection between humans and nature found on the cliff faces served as the primary visual source. We sought not to copy but to decipher the primitive energy of these ancestors and translate it into a modern graphic narrative.
Trvanie projektu: The project started in September 2025 in Guangxi, China and finished in December 2025. The project is located in the Huashan Scenic Area, Guangxi Zhuang Autonomous Region, China.
Pracovný postup: The design functions as an accessible cultural gateway. By simplifying archaeological figures into intelligible modern icons it lowers the cognitive barrier for visitors. The visual system is applied across the scenic area turning wayfinding and branding into an educational experience. Visitors can instantly recognize the motifs connecting the graphics on their tickets or phone screens directly to the cliffs in front of them. This creates a cohesive narrative loop that transforms a passive viewing of archaeological ruins into an engaging relatable cultural discovery.
Členovia tímu: Designer：CHEN ZILONG；
Designer：HUANG YAN；
Designer：ZHU XUGUAN；
Designer：YANG CHAO；
Designer：LIU XINYU；
Designer：GU JIAYUAN；
Designer：MAO YUTING；
Zdroje obrázkov: Image #1：CHEN ZILONG；
Image #2：HUANG YAN；
Image #3：ZHU XUGUAN；
Image #4：YANG CHAO；
Image #5：LIU XINYU；GU JIAYUAN；MAO YUTING；