Gold Graphics, Illustration and Visual Communication Design · 2025
Infinite Borders Reshape The Three Kingdoms Brand
by Netease Games Art Design Center
- A' Design Award 2025 Gold Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2025
- CLIENT: NetEase Games
- Estimated Number of Design Views: 202,711
- Verification code 799F4AB38C · Verify this award
About Infinite Borders Reshape The Three Kingdoms Brand
Infinite Borders is a brand identity for a strategy game set in the Three Kingdoms era. The brand graphic is derived from the pictographic characters of the name and from the grid square impression of strategy game play. Black, red and white, colors popular in the Han Dynasty, are used as the primary colors. Flat calligraphic brushstrokes serve as auxiliary elements. Modern typography completes a systematic and flat visual system. The design is applied to digital posters, user interface screens and printed items, and it can be extended across channels while keeping visual consistency.
Within the rich tradition of visual storytelling that draws upon classical literature and historical narrative, this work by TzuYin Weng emerges as a sophisticated exercise in contemporary brand identity that honors venerable artistic precedents while speaking fluently to present-day audiences. The composition demonstrates remarkable formal intelligence in its arrangement of eight warrior figures around a commanding central calligraphic element, creating a visual hierarchy that immediately establishes thematic focus while inviting extended exploration of individual characterizations. The chromatic decision to work predominantly in achromatic values punctuated by strategic deployment of vermillion and carmine red reveals an understanding of how restraint amplifies impact, the eye immediately drawn to those passages where warm color bleeds across the composition like a banner unfurling. Technical accomplishment manifests in the seamless integration of gestural brushwork traditions with refined figurative rendering, suggesting an artist equally conversant with classical ink painting techniques and contemporary digital illustration methods. Each warrior portrait rewards close examination, revealing distinctive personality through subtle variations in expression, costume detail, and compositional positioning that together suggest a narrative ensemble of complementary yet individual heroic presences. The work participates in longstanding visual traditions of depicting legendary figures while simultaneously functioning as effective contemporary visual communication, a dual achievement that speaks to both cultural continuity and creative innovation. The viewer might contemplate how such works serve as bridges between historical memory and contemporary imagination, translating beloved narratives into visual languages that resonate across generational and cultural boundaries while maintaining essential dignity and gravitas.
Press Kit
- Unique Properties
- Positioned "The Authentic and Passionate Three Kingdoms," the brand traces the pictographic characters of its name and combines them with the "grid square" impression from strategy games to derive its brand graphics. It extracts the popular colors of black, red, and white from the Han Dynasty as its primary colors. Flat calligraphic brushstrokes are used as auxiliary elements. By incorporating modern typography, the brand provides new cultural experiences for the Three Kingdoms era.
- Dimensions & Packaging
- -
- Tags
- the Three Kingdoms,traditional innovation,oriental aesthetics, brand design
- Production Technology
- This design will be applied to digital posters, UI interfaces, and physical prints. By using a systematic, modern, and flat design, it ensures ease of extension for designers across various channels while maintaining overall brand visual consistency.
- Design Challenge
- To recreate an authentic impression of the Three Kingdoms, the design must have historical and cultural significance while embodying modern aesthetics and trends. Additionally, it needs to consider digital and print applications and ensure ease of extension for a global audience.
- Project Duration
- The project started its design phase in March 2023 and was completed in July 2023. It was officially launched in November 2023.
- Operation Flow
- -
- Research
- By visiting museums of the Han Dynasty and the Three Kingdoms era, we studied artifacts' color schemes, textures, and other characteristics. We researched the age demographics and preferences of players, combining this with the game's own mechanics. Integrating these studies and research, we extracted pictographic characters and popular colors of the Han Dynasty, merging them with modern aesthetics to infuse new vitality into the traditional Three Kingdoms culture.
- Inspiration
- The Three Kingdoms period dates back 1,500 years. We have deeply studied the characters and colors from Han Dynasty culture, combining the "land grid" gameplay and the pictographic character of the "Shuai" logo to derive the square as the brand graphic. Using a design that appeals to younger and international aesthetics, we inject new cultural vitality into the Three Kingdoms and convey its charm to a broader global audience.
- Image Credits
- Image #1: Director TzuYin Weng/Designer ChuJun Zhang,Key Visual for Netease 520 event, 2023.
Image #2: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng,Key Visual,2023.
Image #3: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng，Appstore Graphics,2023.
Image #4: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng/Designer XiaoYang Tan/Designer Jerry Tse/Designer JieYu Hong,Esports Brand visual,2023.
Image #5:Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng/Designer XiaoYang Tan,merchandise,2023.
Video Credits:Director TzuYin Weng/Designer ChuJun Zhang,Ending cut,2023
Colors of Infinite Borders Reshape The Three Kingdoms Brand
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