Branding in 临安· 中国美术学院视觉传播学院三年级项目制教学·品牌形象方向

临安，地处浙江省西北部天目山区，隶属于浙江省杭州市辖区。作为钱王故里，其地理位置优越，文化底蕴深厚，总面积达3126.8平方千米，在浙江省县级市中居前列。

本次为期七周的视觉策略课程聚焦于“BRANDING IN 临安”。旨在通过多维度的临安城市品牌构建与推广，以“吴越文化”为核心，以城市更新、品牌叙事、文旅传播、业态营造、区域规划为脉络，开展头脑风暴、多样性内容生产与实验输出。最终，将在“吴越文化节”作为主要剧场，展示基于不同主题脉络、文献线索、时间轴段制定的视觉策略系统方案。同时，结合“青山湖国家森林公园”作为分支剧场，共同呈现临安品牌视觉叙事体系，以设计的力量赋能地方文化建设与传承创新，助推青山湖环湖发展蓝图的实现。

课程作品展示

Course Work Showcase

■ 吴语游乡—临安艺术行动 | The Wu dialect Travel

吴语游乡—临安艺术行动以临安方言为纽带、老街巷弄为舞台，打造一个集市井文化、艺术创作和深度体验于一体的活动，为参与者提供一场充满创意和探索趣味的旅程，感受真实有温度的临安。我们将“发现”与“好玩”作为创作核心，灵感来源于临安当地的方言和独特的市井弄堂氛围，试图通过艺术的引入，激发并展示临安本土文化的魅力。深入调研、取材并分析，汲取了临安方言的发音感受，将其转化为字体图形的创作基础，特别关注了老街巷弄中的有趣物件、商铺等元素，通过实验性的手法，将不同场域所带来的不同情绪语言转化为视觉实体表达，使方言与日常变得更加鲜活，激发观者的探索欲望，引导他们走进临安，发现这个充满趣味和独特魅力的地方。

The Wu dialect Travel - Lin 'an Art Action takes Lin 'an dialect as the link and old streets and alleyways as the stage to create an activity integrating market well culture, artistic creation and in-depth experience, providing participants with a journey full of creativity and exploration interest, and feeling the real and warm Lin 'an. We take "discovery" and "fun" as the core of our creation, inspired by the local dialect and unique market and alley atmosphere of Lin 'an, and try to stimulate and display the charm of Lin 'an local culture through the introduction of art. Through in-depth research, sampling and analysis, I learned the pronunciation feeling of Lin 'an dialect and transformed it into the basis for the creation of font graphics. I paid special attention to the interesting objects and shops in the old streets and alleyways. Through experimental methods, I transformed the different emotional languages brought by different fields into visual entity expression, making the dialect and daily life more vivid and stimulating the audience's desire to explore. Guide them into Lin 'an and discover this place full of fun and unique charm.

■ 仰望计划 | Look Up Project

大树是天目山的象征。我们抓住人们看大树时“抬头仰望”这个微小自然的动作，围绕西天目山的古树，以西天目山为场域，举办一场走进山野的“古树寻踪”活动。邀请人们在与自然的互动中，思考人与自然关系的肌理，感受自然、回归自然，沉浸式体验临安的魅力，进行一场探寻古树的自然疗愈之旅，让人们在旅途中感受中国传统哲学中“天人合一”“人与自然共生”的理念。面对一棵凌云古树，我们在抬头仰望时，不仅仅在仰望一棵树本身，更是在仰望一片森林，仰望自然，仰望宇宙苍穹，仰望西天目山千百年来厚重的人文历史，仰望波澜壮阔的人类文明。

Big trees are the symbol of Tianmu Mountain. We seize the small natural action of "looking up" when people look at the big trees, around the ancient trees of the West Tianmu Mountain, taking the West Tianmu Mountain as the field, and hold a "ancient tree hunt" activity into the mountains. In the interaction with nature, people are invited to think about the texture of the relationship between man and nature, feel nature and return to nature, immerse themselves in the charm of Lin 'an, and carry out a natural healing journey to explore ancient trees, so that people can feel the concept of "harmony between heaven and man" and "symbiosis between man and nature" in traditional Chinese philosophy. In the face of an ancient tree, when we look up, we not only look up at the tree itself, but also look up at a forest, look up at nature, look up at the sky of the universe, look up at the cultural history of the western Tianmu Mountain for thousands of years, look up to the magnificent human civilization.

■ 寻色行动 | Color Seeking

本项目聚焦于 “BRANDING IN 临安”，通过田野调查临安现有资源，多维度进行临安城市品牌的构建与推广。临安是一座生态良好的森林城市，项目源于对临安丰富自然资源的认识，意在通过一场寻色行动，探索森林的面貌，拉近人与森林的距离，共同感受临安森林之色，沉浸于一场生态良好的感官之旅，打造一个活力的、多彩的、生态的活动品牌。临安生态具有多样性，所以呈现出自己独特的色彩，我们取色生态，结合趣味化的视觉科普方式，鼓励人们走出家门，走入森林，寻找临安森林的色彩宝藏。

This project focuses on "BRANDING IN Lin 'an", through field investigation of existing resources in Lin 'an, constructing and promoting the city brand of Lin 'an in multiple dimensions. Lin 'an is an ecologically sound forest city. The project comes from the understanding of Lin 'an's rich natural resources, and aims to explore the face of the forest through a color seeking action, narrow the distance between people and the forest, feel the color of Lin 'an forest together, and soak in an ecologically sound sensory journey to create a dynamic, colorful and ecological activity brand. Lin 'an ecology is diverse, so it presents its own unique colors, we take color ecology, combined with interesting visual science popularization, encourage people to go out of the house, into the forest, looking for the color treasure of Lin 'an forest.

■  索面文化艺术节 | Suooo

索面文化艺术节位于浙江省杭州市临安区三联村，旨在围绕三联索面这一非遗文化，将乡村作为艺术创作空间，用全新的视觉来激发乡土的活力与非遗文化魅力。我们以“在地”“活力”“有趣”作为品牌视觉策略核心关键词。基于索面柔软细长的特点，围绕索面这两个字进行视觉图形创作；其次，围绕嗦面时发出的“嗦”这一声音，将其转化为品牌视觉符号，以“Suooo”这一声音传递感受作为概念核心，通过改变O的大小排列关系，以平面的手法来展现嗦这个声音的音阶变化。我们希望用这种具有活力的视觉符号，让观者感受到嗦面带来的快乐，以及感受到三联村的文化魅力与活力。

Suomian Culture and Art Festival is located in Sanlian Village, Lin 'an District, Hangzhou City, Zhejiang Province, aiming to focus on the intangible cultural heritage of Sanlian Suomian, taking the countryside as a space for artistic creation, and stimulating the vitality of the countryside and the charm of intangible cultural heritage with a new vision. We take "local", "dynamic" and "interesting" as the core keywords of brand visual strategy. Based on the soft and slender characteristics of the cable surface, the visual graphics creation is made around the two words of the cable surface. Secondly, based on the sound of "Suooo", the paper transforms it into a brand visual symbol, takes the sound transmission feeling of "suooo" as the concept core, and shows the scale change of the sound of "suooo" in a flat way by changing the size arrangement relationship of O. We hope to use this dynamic visual symbol to let the viewer feel the happiness brought by Soo, and feel the cultural charm and vitality of Sanlian Village.

项目成员：钱芊 沈梦祺

■ 发现吴越 | Discover Wuyue

发现吴越是一条临安cityride路线，加入眼睛和线条元素将这条路线中包含的生态、人文和创新三部分表现。在此次视觉实践中，眼球不断寻找所形成的视域成为了人与临安交流，沟通的方式。眼睛是连接整个路线的纽带，它以一种独特而生动的方式将各个点连接，勾勒出一条如画的路线。眼睛在这个过程中不仅是观察工具，更是情感的传达者，使人们能够以一种独特的方式体验临安的魅力。cityride路线的发现过程生动地展现在大家面前，激发了人们对这座千年城市的兴趣和热爱。

Discover Wuyue is a cityride route in Lin 'an, adding eye and line elements to express the three parts of ecology, humanity and innovation contained in this route. In this visual practice, the visual field formed by the constant search of the eyeball has become a way of communication between people and Lin 'an. The eye is the link that connects the entire route, connecting the points in a unique and vivid way to outline a picturesque route. In this process, the eyes are not only an observation tool, but also a transmitter of emotions, enabling people to experience the charm of Lin 'an in a unique way. The discovery of the cityride route is brought to life, sparking interest and love for the millennia-old city.

项目成员：马昊鸣 王可青 许心奕

■ 氧气森临 | Oxygen Forest

高楼大厦给予的视觉压迫以及人口密度大，空气流动性差，污染严重，这使都市人群成为“缺氧症候群”的重灾区。在这种情况下，人们越发寻求能够走出城市，走出荒芜与狭窄，拂开浓烈的喧嚣和拥挤，尽情呼吸，在自然的净土感受枝叶与根须潜行的绿意。“氧气森临”项目旨在宣传临安的众多森林氧吧，是适合“吸氧”的绝佳圣地，正是应对深陷“缺氧症候群”和渴望得到疗愈的人们调养生息的庇护所。因此我们提出要以“吸氧”为核心，呼吁当代人们与森林同频共振，一呼一吸皆自然。同时，结合“临安六个天然森林氧吧”作为分支剧场，共同呈现临安品牌视觉叙事体系，以设计的力量赋能地方文化建设与传承创新，助推青山湖环湖发展蓝图的实现。

The visual oppression given by tall buildings and the large population density, poor air mobility and serious pollution make urban people become the worst disaster areas of "hypoxia syndrome". In this case, people increasingly seek to be able to walk out of the city, out of the barren and narrow, brush away the strong noise and congestion, breathe to the full, and feel the green of branches and leaves and roots creeping in the pure land of nature. The "Oxygen Forest" project aims to promote the numerous forest oxygen bars in Lin 'an as the perfect holy place for "oxygen inhalation" and a refuge for people suffering from "hypoxia syndrome" and yearning for healing. Therefore, we propose to take "oxygen absorption" as the core, and call on contemporary people to resonate with the forest in the same frequency, one breath and one breath are natural. At the same time, combining "Six natural forest oxygen bars in Lin 'an" as a branch theater, the visual narrative system of Lin 'an brand is presented together, enabling local cultural construction and inheritance and innovation with the power of design, and promoting the realization of the development blueprint of Qingshan Lake around the lake.

项目成员：万欣妍 林雨彤 杨紫艺

■ 太阳庙会 | Sun Temple Fair

在信息科技快速发展的社会进程中，我国很多优秀的非遗正面临失传，临安区有多达94项非遗，我们在其中选取了一项特别的非遗品牌——太阳庙会。在深入的调研挖掘与思考后发现，太阳庙会中的民俗表演中有不少临安区的优秀民间非遗，它们各具特色且有很强的在地性，我们选取了其中极具当地历史人文特色的花灯头套以手绘的形式作为视觉元素，又搭配以靓丽的色彩，最终形成一套年轻的太阳庙会品牌形象，希望帮助太阳庙会打破世人眼中的刻板印象，宣扬临安优秀非遗品牌。

This project focuses on "BRANDING IN Lin 'an", through In the social process of the rapid development of information technology, many outstanding intangible cultural heritage in our country are facing loss. There are as many as 94 intangible cultural heritage items in Lin 'an District, among which we choose a special intangible cultural heritage brand - the Sun Temple Fair. After in-depth research, digging and thinking, we found that there are many outstanding folk intangible cultural relics in Lin 'an District in the folk performances of the Sun Temple Fair, which have their own characteristics and strong local characteristics. We selected the lantern headsets with local historical and cultural characteristics as visual elements, and combined them with beautiful colors, and finally formed a set of young brand image of the Sun Temple Fair. I hope to help the Sun Temple Fair break the stereotype in the eyes of the world and publicize the excellent intangible heritage brand of Lin 'an.

项目成员：陈心怡 李玲慧

■行在钱堂 | Traveling In Qian Tang

行在钱堂致力于创建自临安博物馆至吴越国王陵的CityWalk视觉策略。在城市品牌设计的过程中，将历史文化和自然景观有机地结合起来，以临安博物馆至吴越国王陵为起点与终点，打造一条自然与人文历史完美融合的路线。我们希望将吴越传说文化以一种新的形式与当今的历史遗迹和现代环境相结合，以钱镠的视角对设计进行探寻，为游客提供独特而丰富的文化体验。

Traveling In Qian Tang is committed to creating a CityWalk visual strategy from the Lin 'an Museum to the Tomb of the Wu Yue Kingdom. In the process of urban brand design, the historical culture and natural landscape are organically combined, starting and ending from Lin 'an Museum to Wuyue Royal Mausoleum, to create a perfect integration of nature and human history. We hope to combine the Wuyue legend culture in a new form with today's historical sites and modern environment, explore the design from the perspective of money, and provide visitors with a unique and rich cultural experience.

项目成员：韩加 蒋瀚钦

■ 野趣发现 | Wild Discovery

青山湖森林公园是一处蕴藏着多样野生动植物资源的栖息之地。为了让大家了解到这一点，我们以“发现”为核心关键词，制作了这条青山湖环湖漫游路线，旨在将那些鲜为人知的动物们的生活方式和独特姿态展现在大家眼前。人们将不断发现、认知青山湖的野生生态之美，逐渐揭开其更为丰富的层次和细节。绕着这条线路走上一圈，你一定会注意到熟悉的青山湖，其实是个充满未知的地方。我们希望用这种方式给青山湖带来新的活力，让人们一同徜徉在这片湖畔的神秘之境，重新发现并深刻认识这个自然宝库中隐藏的精彩之处。

Qingshan Lake Forest Park is a habitat with a variety of wildlife resources. In order to let you know this, we have created this tour around Qingshan Lake with the keyword "discovery" as the core, aiming to show the lifestyle and unique posture of these little-known animals. People will continue to discover and recognize the beauty of the wild ecology of Qingshan Lake, and gradually uncover its richer levels and details. Take a circle around this line, you will notice that the familiar Qingshan Lake is actually a place full of unknown. In this way, we hope to bring new vitality to Qingshan Lake, so that people can wander together in the mystery of this lake, rediscover and deeply understand the wonderful hidden places in this natural treasure house.

项目成员：邓姗姗 张嘉琪

■ 品·器 | Pin · Qi

“品·器”是一项致力于融合茶文化与瓷器传统的品牌，以临安为根基，通过对丰富的历史文化和传统手工艺的挖掘，打造一个兼具现代设计感与深厚文化内涵的品牌。本品牌希望通过独特的视觉和品牌策略，以茶与瓷为载体，传递深厚的文化底蕴，为消费者提供独特而丰富的产品体验。“通过茶，我们窥探文化的丰富内涵；而瓷器，则成为我们探索文化传承的窗口。”这一品牌核心理念凝聚了对传统文化的尊重与对现代审美的追求。“品·器”旨在通过产品与文化的结合，为消费者呈现一场融合传统与现代、品质与文化的视觉盛宴。希望通过品牌的努力，将“品·器”打造成为临安在地文化的代表，为消费者带来更为丰富、深刻的品味生活。

"Pin · Qi" is a brand committed to the integration of tea culture and porcelain tradition, based in Lin 'an, through the rich history and culture and traditional handicraft mining, to create a modern design sense and profound cultural connotation of the brand. The brand hopes that through unique vision and brand strategy, tea and porcelain as the carrier, to convey profound cultural heritage, to provide consumers with a unique and rich product experience. "Through tea, we explore the rich connotation of culture; And porcelain has become a window for us to explore cultural inheritance." The core concept of this brand embodies the respect for traditional culture and the pursuit of modern aesthetics. "Pin · Ware" aims to present a visual feast combining tradition and modernity, quality and culture for consumers through the combination of products and culture. It is hoped that through the efforts of the brand, the "product" will become a representative of the local culture of Lin 'an, and bring consumers a richer and deeper taste of life.

项目成员：郝荣佳

■ 迁引 | Relocation

“迁引”观鸟活动为青山湖观鸟活动所做的品牌设计。青山湖作为一个候鸟迁徙生态链上的一环，因其的环境的优越性吸引着候鸟的到来，同样因其优越的自然环境和冬夏两季迁徙候鸟栖息的自然景观深深地吸引全国的游客,于是将引力作为品牌个性。该品牌将探索沿途发现迁徙鸟类的活动概念与青山湖环湖路线上的漫游相关设计相结合。引发人们对候鸟迁徙以及青山湖鸟文化的关注,强调对平时看似熟悉的地方的再发现再认知,将更丰富的细节层次展现在大家的眼中。

The brand design of "Relocation" bird watching activity for Qingshan Lake bird watching activity. Qingshan Lake, as a link in the migratory bird migration ecological chain, attracts the arrival of migratory birds because of its environmental superiority, and also attracts tourists from all over the country because of its superior natural environment and the natural landscape where migratory birds live in winter and summer, so it takes gravity as its brand personality. The brand combines the activity concept of discovering migratory birds along the way with the design related to roaming along the Qingshan Lake Loop. Arouse people's attention to the migration of migratory birds and the bird culture of Qingshan Lake, emphasize the rediscovery and cognition of places that seem familiar at ordinary times, and show a richer level of detail in the eyes of everyone.

项目成员：廖晨羽

■ 去临雨 | Raining In Lin`An

去临雨源于临安多雨这一现象。由于气候湿润，依山傍水且降雨较多，临安一年四季都有十分丰富的农产品：水稻、甘蔗、玉米、竹笋，临安多雨使得当地空气清新地面整洁，是徒步人群的绝佳选址，降雨致使一些景点在阴天和雨天别有一番风味，且在雨天有涨潮和瀑布等奇观。

根据数据和实地调研，临安雨季集中在6-11月，在此期间很多户外活动都和雨天紧密结合,与此同时，越来越多的年轻人愿意去进一步亲近自然，“淋雨”也化身为都市青年暂时逃离城市的一场身体疗愈。

去临雨品牌围绕为什么去临安淋雨、去临安的那些地方淋雨、怎么淋雨和淋雨的时候注意什么展开，并总结归纳了适合在雨季丰富的临安进行的雨中户外活动（雨骑、雨爬、雨徒、雨营），旨在规划正确临雨事项，创造雨中临安记忆，不让出行受限。

The rain comes from the phenomenon that Lin 'an is rainy. Due to the humid climate, near the mountains and rivers and more rain, Lin 'an has a very rich agricultural products all year round: rice, sugar cane, corn, bamboo shoots, Lin 'an rainy makes the local air fresh and clean ground, is the perfect location for the hiking crowd, rain causes some scenic spots in the cloudy and rainy days have a special flavor, and in the rainy day there are wonders such as rising tide and waterfalls.

According to data and field research, the rainy season in Lin 'an is concentrated from June to November, during which many outdoor activities are closely combined with rainy days. At the same time, more and more young people are willing to get closer to nature, and "rain" also becomes a physical healing for urban youth to escape the city temporarily.

The rain brand focuses on why to rain in Lin 'an, to rain in those places in Lin 'an, how to rain and what to pay attention to when it rains, and summarizes the outdoor activities (rain riding, rain climbing, rain showers, rain camps) suitable for Lin 'an in the rainy season, aiming at planning the correct rain matters, creating rain in Lin 'an memories, and not allowing travel restrictions.

项目成员：项洋子 熊祖平

■地脉艺术家 | Terrain Artist

地脉艺术家以临安昌化正宗鸡血石为中心，策划了一场鸡血石文化艺术展，通过对鸡血石的文化和视觉进行剖析再设计，并结合当地文化街的框架构造进行视觉联动和输出，最终，将“鸡血石文化街”作为主要剧场向人们进行在地博物的科普和宣传，让更多人能感受到鸡血石的魅力。用设计的力量赋能鸡血石文化传播与传承创新，助推鸡血石文化的振兴。

The Jixue Stone cultural art exhibition was planned by the Jixue Stone cultural artists with the authentic Jixue Stone in Changhua, Lin 'an as the center. Through the analysis and redesign of the culture and vision of Jixue Stone, the visual linkage and output were combined with the frame structure of the local cultural street. Finally, the "Jixue Stone Cultural Street" was used as the main theater to popularize the science and publicity of local natural museums. Let more people feel the charm of chicken blood stone. With the power of design, we can spread and inherit the innovation of chicken blood stone culture, and promote the revitalization of chicken blood stone culture.

项目成员：范雅萱 贺晓语

■ 三联索面 | San Lian Suo Noodle

本次为期七周的视觉策略课程聚焦于“BRANDING IN 临安”，以在地博物、品牌叙事、有机日新、大众科普、万物感知为关键词，旨在打造一个三联索面馆，以统一店招，形成三联索面主题餐厅。用简约、大方的风格，以非遗文化、临安文化为主题，旨在传承非遗文化、传达古法非遗手作的魅力与温情，将传统小餐馆的概念与外卖服务的现代性和实用性融合在一起，为每个需要快速食物的人设计“即来即食”的品牌系统。运用三联索面的制作过程中的面的形态，通过不同视角索面的形态的观察，在设计中体现出来。原三联代表的橙、老坞的绿、大湖的蓝，三个颜色的紧密结合，紧紧扣牢围绕三个行政村合并而成的理念，旨在传承非遗文化、推广中国东方美学、传达古法非遗手作的魅力与温情，薪火相传，匠心坚守，寻味干年遗韵，寻味临安。

This seven-week visual strategy course focuses on "BRANDING IN Lin 'an", using local museum, brand narrative, organic daily innovation, popular science and perception of everything as key words, aiming to create a Sanlian Suo noodle restaurant, unify the store's recruitment and form a Sanlian Suo noodle theme restaurant. With a simple and generous style, with intangible cultural heritage and Lin 'an culture as the theme, it aims to inherit intangible cultural heritage, convey the charm and warmth of ancient intangible cultural hand-made, integrate the concept of traditional small restaurants with the modernity and practicality of takeaway services, and design a brand system of "instant food" for everyone who needs fast food. By observing the shape of the triple rope surface from different angles, it is reflected in the design. The close combination of the three colors represented by the original trio of orange, Laowu green, and Lake blue tightly holds the concept of merging around the three administrative villages, aiming to inherit the intangible cultural heritage, promote the Oriental aesthetics of China, and convey the charm and warmth of the ancient intangible cultural heritage, pass on the torch, stick to the ingenuity, and explore the legacy of dry years and the taste of Lin 'an.

项目成员：周卓慧

■ 石头市集 | Stone Market

以临安昌化正宗鸡血石为中心，策划了一场鸡血石的石头艺术市集，通过对鸡血石的文化和视觉进行剖析再设计，并结合当地文化街的框架构造进行视觉联动和输出，最终，将“鸡血石文化街”作为主要剧场向人们进行在地博物的科普和宣传，通过市集这种大众普遍接受，喜闻乐见的方式来助推大众对鸡血石文化的了解和兴趣，从而助推鸡血石文化的再度兴起以及临安社会文化经济的发展。我希望在这场石头市集中，鸡血石本身也能够通过它自己去讲述自己的故事。让更多人能感受到鸡血石的魅力。

Centering on the authentic Jixue Stone in Changhua, Linan, a stone art market of Jixue Stone was planned. Through analyzing and re-designing the culture and vision of Jixue Stone, and combining with the frame structure of local cultural street, visual linkage and output were carried out. Finally, the "Jixue Stone Cultural Street" was used as the main theater to popularize science and publicity of local natural museums. The popular way to boost the public's understanding and interest in the chicken blood stone culture, so as to boost the re-emergence of the chicken blood stone culture and the development of social culture and economy in Lin 'an. I hope that in this stone market, the blood stone itself can also tell its own story through its own. Let more people feel the charm of chicken blood stone.

项目成员：张艳

编辑 ：黄冰怡 李思懿

责编 ：郭   星 王肖肖 刘梓晴

审核 ：刘益红 吴炜晨

投稿邮箱 ：sjnews@caa.edu.cn