玉田村导视设计
-

项目名称 Project:玉田村导视设计 The Sign Design of Yutian Village

客户 Client:设计食堂 ASSBOOK

创作年份 Year:2019

创意总监 Creative Director:张烁 Zhang Shuo

设计师 Designer:刘玉清 Liu Yuqing

摄影 Photographer:刘松恺 Liu Songkai 刘奕珣 Liu Yixun

 

 

项目创作背景

Project Background

 

玉田村位于深圳市罗湖区,是深圳为数众多的城中村中的一个,由于地理位置普通,既没有历史环境影响,也没有周边环境的经济刺激,因此不像水围、下沙、岗厦等城中村一样形成了独具特色的发展风貌。而近年,玉田村在开发商的组织下,在逐步进行从独立租户到长租公寓的转型。

 

玉田村缺少基础的识别体系,没有识别体系,每一栋单独的楼就缺少地理上的识别基础。因此快递、外卖和紧急求助都无法借助识别体系进行服务。同时,没有号码的楼实际上也缺乏“姓名”。为每一栋楼指定号码,也是为楼定名的过程,有名称的楼,则具有了不需要进行额外信息传递的独立身份,会让住户更具有安全感和归属感。因此定名的过程也是一个为居住者构建居住尊严的过程。

 

Yutian village is located in Luohu district, Shenzhen which is one of the numerous urban villages in Shenzhen. Due to its common geographical location, Yutian village has no historical environmental influence or economic stimulus from the surrounding environment, so it's unlike other urban villages such as Shuiwei, Xiasha and Gangxia with their unique development styles. In recent years, under the organization of developers,  Yutian village has gradually transformed from independent tenants to long-rented apartment.

 

Yutian village lacks the basic identification system. Without the identification system, each individual building lacks the geographical identification basis. As a result, express delivery, takeout and emergency help cannot be used well. At the same time, buildings without numbers actually lack "names". Designating a number for each building is also a process of naming the building. A building with a name has an independent identity without additional information, which will make residents feel more secure and belonged. Therefore, the process of building naming is also a process of building residential dignity for residents.

 

 

项目问题与解决方式

Problem Statement and Project Solution

 

我们以彩色灯箱的方式,用商业中常见的标识表现手法来为每一栋楼进行数字体系的识别。以色彩、字体设计、放大等方式强化标识的视觉表现力,表现力的突出则强化了标识的识别功能。

 

In the way of colored light boxes, we identify each building's digital system by common commercial identification techniques. By using color, font design, amplification and other ways to strengthen the visual expression. The visual expression strengthening enhanced the identification function of guided sign.
 

 

创作过程 & 结果呈现

Creation Process & Result

 

我们将玉田村里的广告招牌的环境色彩,和一些具有珠三角地域风貌的文化元素结合起来,为玉田村打造了一套具有高辨识度,同时又高度贴合环境语言的标识系统。我们希望设计师的身份从城中村的环境中退位,将设计师的审美趣味与环境融合,试图用这套导视系统,为玉田村建立最基础的楼号识别,从而建立起属于地理维度的基础识别规则。我们的设计使用了最常见的标识技术、最简单的制作工艺、最耐用便宜的材料、最普遍使用的灯光,打造出一副几乎不像是通过竭尽全力的设计而生产出来的“设计美学品”,让设计师在自己生产出来的“作品”面前急速退位,尽力藏入阴影。以期让这套新标识尽快得到村民和使用者的适应,成为他们日常生活司空见惯的一部分。

 

We combine the colors of advertising signboards in Yutian Village with the cultural elements, and together with the regional features of the Pearl River Delta. Therefore, Yutian Villiage has a sign system, which is easy to be identified and accepted by locals. We try to use this sign system to realize building number identification in Yutian Village, so as to establish the basic geographical identification rules. Our design uses the most common identification technology, the simplest making process, the cheapest durable material, the most common lighting, to create a design aesthetic that costs less effort of deign, so that designers could hide behind the work. The villagers and users will adapted to the new signs as soon as possible in their daily life. 

 

 

如何理解项目与“人文湾区 ∙ 温暖的设计”这一主题的关联性?

How does the project reflect the exhibition theme "Cultural Bay Area • Humanistic Design"?

 

我们希望通过为城中村住户楼定名、增加识别这一方式,提升城中村住户的居住品质,从而改善他们的生活条件。虽然这是一个简单、平价的做法,但对于功能缺失的城中村来说确意义重大。我们希望通过这样的工作,能够切实改善他们的居住环境,让他们感觉到生活变得方便、舒适、美好了一点。

 

We hope that the living conditions of residents in urban villages could be improved by naming and identifying the buildings. While this is a simple, affordable approach, it makes a lot of sense for a dysfunctional urban village. Through this kind of work, we could actually improve their living environment, so that they feel life has become more convenient, comfortable and better.