华美胜地·中国美术学院视觉传播学院三年级项目制教学·内容谱系方向

{第一阶段作品展示 Exhibition of Inter-World-View}

{展览现场 Exhibition Display}

The Shining Dipper

“斗柄南指，维为立夏。”

根据华美胜地品牌对子品牌的需求，本组视觉灵感从北斗七星概念出发——从斗身到斗柄，分别为天枢、天璇、天玑、天权、玉衡、开阳、摇光七星。将七星转换空间视角，从而产出不同的几何形状，再结合天体陨石的概念进行视觉转化。从自然界的岩石本身色彩出发，选出较为低饱和的七种岩彩色作为视觉主色调。最终产出符合LOGO形态的七块陨石，实现传统概念与品牌视觉的融合创作。

"Dipper handle pointing eastward, all spring in the world."

"The southern finger of the handle indicates the beginning of summer."

Based on the demand for sub brands from the Huamei resort brand, this group's visual inspiration starts from the concept of the Big Dipper Seven Stars - from the body to the handle, they are Tianshu, Tianxuan, Tianji, Tianquan, Yuheng, Kaiyang, and Yaoguang Seven Stars, respectively. Transform the spatial perspective of the seven stars to produce different geometric shapes, and then combine the concept of celestial meteorites for visual transformation. Starting from the natural colors of rocks themselves, seven low saturation rock colors are selected as the visual main colors. The final output is seven meteorites that conform to the logo form, achieving the fusion of traditional concepts and brand visual creation.

Linear Composition

Linear Composition It is a visual system designed for the seven sub brands of Beautiful China Resort, aiming to convey a concise, abstract, and expressive artistic experience through the exquisite composition of lines. The overall design pursues deep artistic expression in minimalist lines. The length and direction changes of straight lines create a dynamic sense visually, while the density and spacing changes of lines create a sense of rhythm in the overall design. Each part of the straight lines takes different shapes The interweaving of states forms a rich and diverse geometric pattern, and the color selection of lines directly affects the atmosphere of each part. Monochrome lines bring a pure and minimalist feeling, and each color is a manifestation of a brand's characteristics. Constructing abstract spaces with straight lines allows viewers to freely seek their own associations and form unique interactions with the work. Abstraction and conciseness provide viewers with the freedom to interpret, stimulate thinking, and form an overall image with a sense of modernity and artistic atmosphere.

Recycling Chronicles

In this concept, titled Circular Chronicle, we see the circle as a symbol of connecting information, current affairs and horizons. The circle, as a complete, boundless shape, not only echoes the endlessly cyclical and constantly renewing nature of news, but also symbolizes rich diversity and global perspectives. The design was inspired by the iconic significance of the circle, which we believe is a visually compelling shape. Starting with the circular pupil of the eye, which is the "window" through which the eye explores the world and receives information, and the newspaper news, which is the "window" through which people can learn about the development of new events, we have taken the "window" and made it the "window" through which people can learn about new events and developments. The newspaper news is also a "window" for people to learn about the development of new events, and we link the "windows". Therefore, with its simple circle as a symbol, "Cycle Chronicle" expresses the flow and connection of information, just like a story that keeps evolving and going round and round.

View of Observing the World

View of Observing The World translates pictures into objects, materializing flat shapes in three dimensions through sculptural installations that connect with children's interactions and stimulate their curiosity and sensory experiences. The dimensions of the sculptures are not restricted to the proportionality of everyday life, but rather present different and randomized forms to guide the children to have a rich sensory experience in the process of touching and climbing. The layout of the installations in the space is thematic, forming a fluid and explorable route. Through touching and climbing, they interact directly with the installations, triggering sensory stimulation, and by observing different objects, children gradually broaden their knowledge of the world in the process.

Stack Up Squares

Our LOGO takes "square" as the design base point and "stacking" as the design method. Stacked layered square, concise and generous. The so-called stacking is the process of using rounded squares to continuously arrange and reassemble new shapes. Different from mosaic paintings, the superimposed squares contain different symbols, and through the change of position, size, and symbols, they form new characters with cultural meanings. Each square contains a different symbol, implying that the brand with local culture and the overall design is all-encompassing but popular and simple. The follow-up posters’ design is mainly aimed at children and focuses on fun. Following the design technique of "stacking", the large and small squares are combined into different shapes through different arrangements, symbolizing the seven different areas of Beautiful China. Stacks have strong mobility, and blocks of different sizes can be transformed into different shapes according to personal understanding.

Round Tour

Based on the brand image renewal project of the cultural travel brand Beautiful China Resort, the work gave a twice name for its seven secondary brand functional modules of outdoor adventure, themed entertainment, parent-child growth, sports health, commercial leisure, hotel accommodation, culture and art, and gives a visual interpretation of its concept vision of "taking root in the green mountains and exploring the Great Beauty of China".

Starting from Chinese culture and Oriental charm, Round Tour extracts consistent and continuous linear elements from traditional cursive calligraphy art. Starting with the logotypes in seven modules, continuous patterns are generated on the basis of font structure and strokes, and finally embodied in a series of posters, hanging axes, paper carving signs and concept videos. The continuous linear elements symbolize the cycling path between the mountains and rivers and the relaxed and diversified service in the cultural tourism resort park.