故宫文化 系列
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项目名称 Project:故宫文化 系列 Forbidden City Culture

客户 Client : 故宫文化 Forbidden City Culture

创作年份 Year : 2015-2019

创意总监 Creative Director : 韩家英 Han Jiaying

 

 

项目创作背景

Project Background

 

故宫文化,作为一个能够代表国家文化形象的文创品牌,是中国传统经典的继承者,也是传世生活的布道者。2015-2019年期间,故宫文化发布了品牌形象,推出许多颇受欢迎的文创产品以外,故宫也举办了多个现象级的展览,如千里江山——历代青绿山水画特展。

 

The Forbbiden City Culture, as a cultural brand that representing our nation’s culture image, plays a role of culture inheritor and also a communicator to speak up Chinese culture. From 2015 to 2019, The Forbidden City Culture has released their brand image and produced many popular products. They also held several influential exhibition such as “A Panorama of Rivers and Mountains”.

 

 

项目问题与解决方式

Problem Statement and Project Solution

 

如何在中国传统文化与大众之间架起文化沟通的桥梁,是故宫文化品牌的重要课题。

 

韩家英设计通过故宫文化VI与大型展览等的视觉设计,对品牌形象进行整体塑造,探索文化品牌的现代表达,参与到文化的传播活动中。

 

It is crutial for “The forbidden City Culture” to build up a bridge between public and Chinese traditional culture.

 

Through large-scale exhibitions design, Han Jiaying Design investigated a modern presentation of this cultural brand and customized a brand new image for The forbidden City to strengthen their communication to the public.

 

 

创作过程 & 结果呈现

Creation Process & Result

 

故宫文化品牌形象以“故宫文化使者”为创作概念,运用故宫的宫殿建筑等元素,塑造了颇具辨识性且易于传播的品牌形象。

 

紫禁书院是故宫文化的重要“窗口”,古籍活字印刷体与书架形象相结合的设计,体现了书院职能,更赋予品牌现代感。

 

故宫文创馆·汉字馆以故宫背景为基础,以“字象”为主题,通过现代设计手法与视觉语言,综合运用形态、色彩、光影、结构、声效、影像等多种手法,从不同维度弘扬汉字文化。

 

千里江山——历代青绿山水画特展作为故宫博物院2017年度大展,整体布展设计从《千里江山图》取景造景,打造山石与树木实景,烘托“如临其境,如在画中”的意境。主视觉画面藏于山峰间的汉字呼之欲出,引出青绿山水灿烂而壮美的艺术表达。

 

The branding of “The Forbidden City Culture” use “cultural embassadar“ as design concept, it explore the palace architecture elements and illustrate an iconic and comprehensible branding image.

 

“The Forbidden City Gallery” is an individual bookstore and cultural window for the Forbidden City Culture. The logo design combines the ancient typography with the creative bookshelves. And the layout of this gallery is quiet and peaceful, that totally matches the spiritual pursuit of traditional Chinese scholars

 

The Palace Museum Culture and Creative Store took “Pictograph” as their exhibition theme, it promotes Chinese culture in differenct perspectives through modern design language such as shapes, colors, light and shadow, structure, sound effect and movies.

 

As the annual exhibition 2017 of the Forbidden Palace, the layout design was inspired by the natural elements in A Panorama of River’s and Mountains vividly depict the sights and environments, attracting people to be involved in the art work. Through an artistic way, it passes the beauty and glory of the nature.

 

 

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"?

 

故宫文化已探索出创新文化传播的方式,其影响力已经覆盖全国,韩家英设计参与的文化品牌塑造也打动了越来越多观众,让传统文化以新的形式进入到人们的文化生活。这是将湾区的创新精神通过设计融入了时代人文,让更多人感受到历史文化的温度。

 

This project explored a creative way to express Chinese culture, the influence of “The Forbidden City Culture”is all over China nowadays. With the participation of Han Jiaying Design, the traditional image of The Forbidden City is transmitting into a enegetic brand which allows more and more people understands Chinese history and culture.