Gold Graphics, Illustration and Visual Communication Design · 2024
Summer Palace Tour Brand Design
by YeZhang
- A' Design Award 2024 Gold Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2024
- CLIENT: Beijing Jiaotong University
- Estimated Number of Design Views: 240,048
- Verification code BE78A83C64 · Verify this award
About Summer Palace Tour Brand Design
Summer Palace Tour is a brand design created for an anniversary tour of the Summer Palace in Beijing. Three major architectural clusters are illustrated in a 2.5D style, covering more than 20 traditional Chinese buildings, in black, red and green. The design is applied to publicity materials, office supplies and souvenirs, printed on coated art paper and craft paper with screen printing and gold stamping. A craft paper box holds two posters, four key rings, adhesive tape, an envelope and a notebook. Visitors can carry the garden heritage by hand.
Beijing Jiaotong University's SUMMER PALACE TOUR Brand Design represents a distinguished achievement in contemporary visual communication that bridges historical architectural heritage with modern graphic design methodology, creating a cohesive identity system suitable for commemorating significant cultural milestones. The design demonstrates sophisticated understanding of how traditional architectural forms can be translated through isometric illustration techniques that honor structural authenticity while achieving fresh contemporary visual appeal. The chromatic strategy proves particularly accomplished, establishing warm burgundy and vermillion as dominant thermal anchors that evoke ceremonial significance and cultural celebration, while cooler celadon and teal passages provide sophisticated contrast and suggest the water features and landscape elements integral to classical garden design philosophy. Each illustrated architectural element receives careful attention to characteristic details including distinctive roof profiles, decorative eave treatments, and proportional relationships that would be recognizable to those familiar with the source structures. The brand system's versatility emerges through its presentation across multiple printed applications, demonstrating how the visual language maintains coherence while accommodating varied formats and compositional arrangements. Particularly noteworthy is the integration of commemorative numerical elements within the logo system, suggesting anniversary celebration while maintaining visual elegance. The overall effect invites contemplation of how graphic design serves as a medium for cultural transmission, translating three-dimensional architectural experiences into two-dimensional visual narratives that can travel beyond their physical origins to share cultural heritage with broader audiences.
Press Kit
- Unique Properties
- The design team used 2.5D style to draw the three major architectural clusters in the Summer Palace, covering more than 20 traditional Chinese buildings in total, using black, red, and green colors to create a colorful visual experience. We also introduced the concept of "Small Hand-carry", hoping that visitors can easily play around the Summer Palace, holding the history in the palm of their hands, taking the beauty of the scenery at their fingertips, and carrying good gifts in their hands.
- Dimensions & Packaging
- Souvenir box: 200mm*150mm*80mm
Ticket: 100mm*50mm
Poster: A1 (594mm*841mm),A2 (420mm*594mm)
Envelope: 220mm*110mm
Notebook: B5 176mm*250mm
Key fob: Acrylic, 50mm*20mm*5mm - Tags
- Brand design, Anniversary, Cultural and creative products, Chinese traditional architecture, Chinese traditional garden
- Production Technology
- A journey in the Summer Palace brand design has varied cultural and creative products, including publicity materials, office supplies and souvenirs. we used special papers such as coated art paper and craft paper, and applied printing techniques such as screen printing and gild stamping. Craft paper souvenir box contains 2 posters, 4 key rings, 1 adhesive tape, 1 envelope and 1 notebook, which are especially favored by Chinese youngsters.
- Design Challenge
- Nowadays, integrating commercial products and traditional culture and symbols, and developing a consuming fashion such as new Chinese style or China-Chic style, which will be the key challenge of the design. So that, we focused on using popular art techniques to depict the special roofs and elevations of the buildings. Not only we can cater to normal consumers, but also show them the charm of Chinese ancient architecture and garden.
- Project Duration
- The project started in Beijing in July 2023 and completed in January 2024. The exhibition will be held in Summer Palace, Beijing, China, from June 2024 to September 2024.
- Operation Flow
- The cultural and creative products are on seal, online in the official website and offline in the Summer Palace, also being presented as anniversary activity gifts. We hope visitors can get relaxed enjoying the Summer Palace, to have their favorite architecture on the hand, to have the beautiful scenery in the hand and to have exquisite gifts by the hand.
- Research
- Type: Brand design research
Target: Appealing young visitors to experience the charm of China-Chic ancient architecture.
Method: Using literature reviews, brand planning and other, to determine design style and products to be made.
Results: The brand’s main vision is to create the most distinctive royal garden buildings with 2.5D and China-Chic style.
Effects: Showcasing the connotation of the variable culture of the Summer Palace. Providing new ideas for the transformation of traditional culture. - Inspiration
- To marking its 110th anniversary since opening to the public, the Summer Palace is launching the "Summer Palace Tour"cultural activity, aiming to offer visitors a memorable and emotional anniversary tour experience.From a private royal garden to a national park, the Summer Palace is now a World Heritage Site and is expected to receive 20 million visitors in 2024.We hope that this design will reveal the new cultural connotation of this historical garden and give it an international visual image.
- Image Credits
- This work is all original images not copyrighted.
- Patents
- This work is all original images not copyrighted.
Colors of Summer Palace Tour Brand Design
Get Summer Palace Tour Brand Design
Cultural Brand Design and Creative Services
We specialize in transforming cultural heritage into modern brand experiences. Our award-winning team creates comprehensive brand systems and creative products for museums, heritage sites, and cultural institutions, bringing traditional elements to contemporary audiences.
G0E23 Shop