Silver Graphics, Illustration and Visual Communication Design · 2024
Boluo Dan Logo And Brand Design
by Guangzhou Cheung Ying Design Co., Ltd.
- A' Design Award 2024 Silver Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2024
- CLIENT: Guangzhou Cheung Ying Design Co., Ltd.
- Estimated Number of Design Views: 79,260
- Verification code 40D234822C · Verify this award
About Boluo Dan Logo And Brand Design
Boluo Dan is a millennium temple fair, recognized as one of the national intangible cultural heritages. The logo integrates traditional symbolic elements such as the main architecture of the South Sea Temple and the Chinese character Nan, alongside locally distinctive totems, extending the brand's artistic application. It incorporates the Eastern philosophical concept of Heaven as round and Earth as square, embodying both traditional charm and contemporary essence, effectively promoting the dissemination and development of folk culture.
Guangzhou Cheung Ying Design Co., Ltd.'s Boluo Dan Logo And Brand Design represents a distinguished achievement in contemporary visual identity work that bridges traditional cultural heritage with modern graphic design methodologies. The comprehensive brand system, encompassing commemorative stamp designs, presentation materials, and collateral packaging, demonstrates exceptional sensitivity to the symbolic vocabulary of East Asian decorative arts while maintaining the clarity and systematic coherence expected of professional identity programs. The phoenix figure, rendered with remarkable linear elegance, functions simultaneously as cultural signifier and brand ambassador, its flowing plumage and dynamic posture suggesting celebration, renewal, and auspicious beginnings. The chromatic strategy proves particularly accomplished, deploying a saturated emerald green as the primary brand color, a hue traditionally associated with vitality, growth, and prosperity, while complementary vermillion red accents introduce warmth and festive energy appropriate to ceremonial contexts. The embossed golden stamps bearing geometric architectural motifs establish visual anchors that connote permanence, heritage, and institutional authority. Typographic treatments reveal careful attention to cultural authenticity, with the brand name rendered in a contemporary serif that balances legibility with decorative refinement. The overall presentation suggests materials intended for significant commemorative or celebratory purposes, perhaps marking an important cultural festival or anniversary. Viewers are invited to consider how contemporary design practice can serve as a vessel for cultural continuity, translating traditional symbolic vocabularies into forms that resonate with present-day audiences while honoring ancestral aesthetic wisdom.
Press Kit
- Unique Properties
- Boluo Dan, also known as the 'South Sea Divine Birth', is one of the national intangible cultural heritages. It is a folk temple fair formed by people's worship of the South Sea deity and is also the birthplace of the Maritime Silk Road, with a history spanning over a thousand years. The brand construction incorporates distinctive artistic totems such as Vermilion Bird, stone lions, large stone drums, incense burners, ship rudders, and roof tiles, integrating the Eastern philosophical concept of 'Heaven as round and Earth as square'. This creates a brand value system that not only exudes traditional cultural charm but also meets the aesthetic demands of modern audiences.
- Dimensions & Packaging
- The logo and visual system are designed in vector format to make it suitable for different sizes of digital and printed media. In order to prevent the mis-production of any items, we have prepared a comprehensive brand logo guidelines manual.
- Tags
- Logo, Branding, Visual Identity, Graphic Design
- Production Technology
- Logo and graphics are adapted in various scenarios, such as tickets, stamps, work passes, badges, silk scarves, notebooks, gift box packaging, canvas bags, etc. The process involves foil gold, silk, UV printing, etc.
- Design Challenge
- The brand has a profound historical and cultural heritage, but it has not formed a complete design system. Therefore, the new image design must be standardized, holistic, and continuous in communication, making it lively and interesting while meeting modern aesthetic standards.
- Project Duration
- The project started in June 2023 in Guangzhou and finished in November 2023 in Guangzhou.
- Operation Flow
- The new brand image design is specially designed for Boluo Dan folk activities, cultural and creative products, sales outlets, online stores and overseas promotion, facilitating the dissemination and development of traditional culture.
- Research
- In the past, Boluo Dan lacks a typical visual cultural symbol, therefore, the logo design, font design, brand color, and extended graphics were all integrated with local folk elements, which had strong visual decorativeness and regional characteristics. In particular, the original totems including the Vermilion Bird, stone lions, large stone drums, incense burners, ship rudders, roof tiles, are redesigned through illustrative forms, condensing the spiritual sustenance and beliefs of the people towards the South Sea Temple.
- Inspiration
- The new logo is based on the geometric form of the Chinese diamond-shaped character Fu (Fu, meaning ‘luck’ in Chinese), drawing inspiration from the planar composition and architectural appearance of the South Sea Temple. It integrates elements symbolizing the Chinese character 'Nan' (Nan, meaning ‘South’ in Chinese), the Southern deity 'Vermilion Bird', the hexagram for fire, seals, and currency symbols into artistic expression, highlighting the regional attributes and folk cultural charm of the millennium temple fair. It also reflects the brand's concept of innovation in heritage reshaping.