Silver Graphics, Illustration and Visual Communication Design · 2025
Viewpoints Exhibition Visual Identity
by Chung Sheng Chen, Ting Yuan and En Yang
- A' Design Award 2025 Silver Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2025
- CLIENT: Tainan University of Technology/Product Design Deparment
- Estimated Number of Design Views: 90,153
- Verification code 3AC410C64F · Verify this award
About Viewpoints Exhibition Visual Identity
Viewpoints is the visual identity of a street furniture design exhibition held in Tainan. The identity connects the 400 year history of Tainan with contemporary culture and alleyway life. Hand drawn illustrations and simple pen style outlines show people, objects and spaces in daily interaction. The color palette is taken from local architecture, including red brick, pale yellow walls and warm accent tones. The design is applied to posters, guidebooks, signage, social media and digital installations, and each format is adjusted to keep the presentation consistent.
Viewpoints Exhibition Visual Identity by Chung Sheng Chen exemplifies the sophisticated synthesis of cultural heritage and contemporary visual communication that characterizes the most accomplished exhibition identity systems of recent years. The work positions itself within a rich tradition of bilingual graphic design that honors calligraphic letterform traditions while embracing modern illustration conventions, creating a visual language that speaks across generational and cultural boundaries with equal fluency. The designer demonstrates exceptional command of chromatic relationships, deploying a carefully calibrated palette of warm earth tones punctuated by strategic chromatic accents that create visual rhythm without sacrificing cohesion across the banner series. Particularly noteworthy is the integration of isometric architectural illustration, a technique that simultaneously references traditional Asian pictorial space conventions and contemporary infographic aesthetics, resulting in imagery that feels both timeless and freshly innovative. The inclusion of whimsical narrative elements, notably the contemplative cat figure and the engaging human characters, suggests an institutional sensibility that values accessibility and warmth alongside cultural gravitas. The compositional logic across the triptych rewards sustained attention, with each banner functioning as an autonomous visual statement while contributing to a larger harmonic whole, this modular flexibility representing sophisticated strategic thinking about how identity systems must perform across varied environmental applications. The typography achieves remarkable balance between the commanding presence of Chinese characters and the supporting role of English text, neither subordinating the other but rather creating productive dialogue that mirrors the cross-cultural ambitions of the exhibition itself. One might observe how the vertical format of the banners echoes traditional scroll painting conventions while the contemporary illustration style and bold color choices firmly anchor the work in present-day visual culture. The viewer is invited to consider how such identity systems function as thresholds, transitional visual experiences that prepare audiences for the contemplative encounters awaiting within exhibition spaces.
Press Kit
- Unique Properties
- Integrating Tainan’s 400-year history into a street furniture design exhibition, this project captures the essence of alleyways and architectural heritage. With a youthful perspective, the visual identity employs a refined color palette and expressive illustrations to depict people, objects, and spaces in daily interactions. Blending life and architecture, the design highlights moments of rest and conversation, inviting viewers to explore Tainan’s culture and envision its future.
- Dimensions & Packaging
- Poster A1: Width 594mm x Height 841mm,
Brochure A2:Width 490mm x 524mm,
Digital Banner 1080px x1920px,
Color System: Pantone 7621 CP (Brick Red), Pantone 377 UP (Earth Green), Pantone 654 C (Ocean Blue), Pantone PQ-16-1363 TCX (Wall Orange), Pantone PQ-157 C (Warm Yellow), Pantone 9184 U (Khaki Yellow) with gradient applications. - Tags
- Tainan 400, Taiwan Design Expo, Street Furniture, Visual Identity, Cultural Design, Public Exhibition, Urban Aesthetics, Alley Culture
- Production Technology
- The visual design was created and refined using Adobe Illustrator and Photoshop, incorporating hand-drawn illustrations combined with graphic design. Inspired by Tainan’s architectural colors, such as red brick, pale yellow walls, and vibrant accent tones, it captures the everyday atmosphere of alleys and historical sites.
Printed materials use thick-weight paper with digital printing to ensure color stability and detail accuracy. The design is widely applied to posters, guidebooks, and digital media, with adjustments made for different formats to maintain visual consistency and optimal presentation. - Design Challenge
- The challenge lies in merging Tainan’s 400-year history with modern design language, preserving cultural depth while presenting a fresh and engaging visual style that appeals to younger generations. Inspired by Tainan’s alleyways and historical sites, the visual identity adopts a simple color palette, playful illustrations, and signature pen-style outlines to vividly depict interactions between people, objects, and spaces, balancing historical richness with contemporary aesthetics.
- Project Duration
- The project launched in May 2024 and exhibited in Tainan as the satelite exhibition of the Taiwan Design Expo in October.
- Operation Flow
- The visual design of ViewPoints is applied to posters, guidebooks, social media, exhibition signage, and digital interactive installations, ensuring a consistent experience across various platforms. With clear design and strong visual identity, it conveys the cultural context of Tainan’s street furniture while enhancing engagement and interaction.
- Research
- 1.Cultural Heritage and Innovation: This project integrates Tainan’s 400 year history with modern design through street furniture creations, showcasing the city's unique charm and revitalizing its alleys and historical sites.
2.Education and Practical Application: It provides a hands-on platform for design students, allowing their creativity to be realized in real urban spaces while enhancing their design skills and cultural understanding.
3.Industry-Academia Collaboration: By connecting professional designers with local Tainan businesses, the project adopts an industry-preparatory model, fostering deep cooperation between design education and industry, leading to mutual growth in culture and commercial value.
This project is rooted in Tainan’s cultural context, using innovative approaches to reinterpret historical elements. Through practical design applications, it tests the feasibility and functionality of creative ideas, further exploring the synergy between design education and industrial development.The design also integrates student creativity with industry expertise, ensuring both innovation and practicality. Maintaining visual consistency across multiple media platforms, it effectively conveys Tainan’s street culture and the exhibition’s core theme. - Inspiration
- ViewPoints, a satellite exhibition of the 2024 Taiwan Design Expo, connects Tainan’s 400-year history with contemporary culture through street furniture design, reflecting alleyway life and its evolving stories. From arcade benches to temple seats, these spaces foster interaction while preserving history. With a youthful perspective, its visual identity uses simple strokes and an illustrative style to capture Tainan’s charm and vibrant energy.
- Image Credits
- acdesign associates International Co.,Ltd
- Patents
- acdesign associates International Co.,Ltd
Colors of Viewpoints Exhibition Visual Identity
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