Communication

The Song rhythm of Dongqian Lake

Extra Form
Country	China
Year	2023
Award	WINNER
Client	Dongqian Lake Economic Tourism and Lake Development Bureau
Affiliation	Yan Wu Yan Visual Design Co., Ltd.
Designer	Mao Ming, Yao Dabin, Yang Zhe
English	The "D" in the logo is taken from the initial letter of Dongqian Lake. The design of the upper left corner of D not only reflects the flow of water, but also conforms to the aesthetics of the Song Dynasty. Another part of logo is "Song" in handwritten English, which can be changed into different languages, implying the radiation and influence of Song culture on East and South Asia. The whole visual system uses the "D" element as the brand symbol, which is flexibly applied to different products such as posters. In addition, the exclusive brand visual pattern is formed by arranging "D" continuously.
Native	宋韵钱湖品牌形象设计旨在传播在地宋韵文化的同时，扩容东钱湖文化旅游形象，打造新的文旅品牌IP。标志中的“D”取自于东钱湖英文里的首字母。字母左上角的特殊处理既体现了水的流动感，也符合宋代美学中的曲线感。标致另一部分为手写体英文的“宋”，文字可变化为不同国家语言的“宋”，寓意着宋文化对东亚南亚的辐射与影响。标志的中文设计参考宋版书《梦溪笔谈》里的笔画结构，做了更符合宋韵主题的处理。品牌主色取自于东钱湖蓝与宋代山水画纸上的暗金，辅助色则采用了一抹朱红来使整体色调更活跃。整套视觉系统以标志里的“D”元素为品牌符号，灵活运用于海报/办公产品等不同周边上。此外，通过连续排列“D”组成专属品牌视觉纹样，应用于口罩/帆布包等物品。除传统周边物料外，宋韵钱湖还推出了以字母“D”为基础的多款专属NFT，旨在为人们带来全新的钱湖印象。
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