On March 1, 2022, the new mascot IP image "Industrial Ape" of the 2nd China International Consumer Goods Fair (hereinafter referred to as "CICG 2022") was officially unveiled at the relevant press conference. In this new image, the Hainan gibbon "Yuan Yuan" and "Supper" were replaced by the white coats worn by the researchers, the heavy diving suits of yellow and blue and the spacesuits with gray and white as the main colors, and met with everyone as "planting apes", "diving apes" and "astronaut apes", which received widespread attention from the society as soon as they appeared.
Some of the "industrial ape" image handmade. Photo by reporter Wu Xingcai
How did such an idea come about? Why does the image of the CICG mascot need to be changed? Regarding everyone's evaluation of the image of the "industrial ape", what will the main creators think? New Hainan Client, Nanhai Net, and Nanguo Metropolis Daily interviewed Huang Jiongjin, the main creative designer of the "industrial ape", who told the story behind the creation of the "industrial ape".
New Hainan client, Nanhai Net, Nanguo Metropolis Daily reporter Wang Ziyao
The original image is too simple
Hope to give more Hainan elements
Born in 1998, Huang Jiongjin is one of the youngest members of the team, and in his spare time, he is also a veteran anime fan and hand collector, and has a high interest in IP image design. In the design cycle of the first CICGF mascot "Yuan Yuan" and "Supper", he has already participated in it.
Huang Jiongjin communicated with the design company about the mascot design details. Photo by reporter Wu Xingcai
"Relatively speaking, although 'Yuan Yuan' and 'XiaoXiao' are designed in the image of Hainan gibbons, they are still relatively simple in terms of overall design and connotation, lacking more creativity and local elements, which is a bit thin." After the end of the first CICGF, Huang Jiongjin and the small partners in the working team of the Hainan International Economic Development Bureau had such a view, which also sowed the seeds for the secondary creation of the MAS of the CICGF.
In fact, shortly after the end of the first CICGF, Huang Jiongjin was already thinking about the secondary creation of the mascot image. How do I create a second time? On the basis of the wide popularity of the first CICGF "Yuan Yuan" and "Supper", it is not appropriate to replace the original image. At this time, he loved toys since he was a child and collected all kinds of anime peripherals, and he got "inspiration" from toys and handmade - why not "cover" for "Yuan Yuan" and "Supper" and give them a certain identity? This can not only give the image a specific occupation or even the connotation of the industry, but also make the image have more design space from the appearance.
After determining this idea, Huang Jiongjin and other main creative personnel set out to find suitable "jobs" for "Yuan Yuan" and "Supper".
The new image of the CICG mascot series IP - "Industrial Ape" was unveiled. Photo by reporter Liu Yang
After preliminary brainstorming, Huang Jiongjin and others identified 6 positions, namely "flying ape", "procedural ape", "breeding ape", "planting ape", "diving ape" and "aerospace ape". However, in this way, the number of images is somewhat large, and the Hainan characteristics of the industry represented by the post are not prominent enough. Finally, through the study of Hainan's related industrial development plans, Huang Jiongjin and others determined the three image identities of "planting ape", "diving ape" and "aerospace ape" that can represent the three major industries of Hainan such as southern breeding, deep-sea science and technology, and aerospace.
Considered co-branding Bubble Mart
The image details have been adjusted several times
After determining the three image concepts of the mascot, it became a top priority to work with a specific creative design company to visualize the image. In July last year, when the Hainan International Economic Development Bureau went to Beijing to invite the 2022 CICGF, it paid a special visit to bubble mart, a well-known domestic fashion culture and creative company, on the one hand, out of consideration for inviting it to participate in the exhibition, on the other hand, it also hoped to exchange views with it to discuss the image design of the mascot and the possibility of launching co-branded products. However, in the end, due to the ownership of the right to decide on the image design, the trip could not be carried out.
"As the mascot of the CICGF, the CICGF Organizing Committee of course needs to always grasp the decision-making power of the final image of 'Yuan Yuan' and 'Supper' to ensure that the mascot image is suitable for the exhibition brand." However, through communication with Bubble Mart, if they are handed over to create, they need to occupy a relatively dominant position in creativity and image design, so it is a pity that they could not form a cooperation in the end. The relevant staff of the Hainan International Economic Development Bureau said frankly.
It is a pity that it was not possible to form a cooperation with Bubble Mart, but the main creators had already prepared a two-handed plan and contacted another cultural and creative company that had cooperated with each other, which had done a derivative image of One Piece for Tencent's penguin LOGO and had certain relevant experience. After detailed negotiations, the two sides finally reached a cooperation to create specific creations for the images of "planted ape", "diving ape" and "aerospace ape".
This is followed by repeated deliberations and arguments for the creative image. In the design process, the main creative staff of the other company replaced a total of 4 main designers due to their departure and other reasons, which also made Huang Jiongjin laugh and say that this project "survived a lot of people". Reflected in the specific details, the early design image is also significantly different from the final image that has been released today.
"For example, 'planting ape', the original 'planting ape' image of 'Yuan Yuan' and 'Supper' are the image of workers wearing suspender pants work clothes, but we consider that this can not highlight the scientific research nature of the Nanfang industry, we decided to change the image of 'Yuanyuan' to the image of 'scientific researchers' wearing research clothes and wearing scientific research glasses; 'Diving Ape' is the same, the original 'Diving Ape' in the 'Yuanyuan' and 'Supper' wear snorkeling glasses and snorkels, but this is the same as the Hainan deep-sea industry's ' The deep' didn't match, so eventually we adjusted it to the image of wearing heavy diving equipment. Since then, we have also carried out a series of refinements on specific pattern elements and even color combinations. Huang Jiongjin said that at the end of last year, the series image of the "industrial ape" was basically determined, until it was officially met with everyone at the new image conference of the 2022 CICG mascot IP on March 1.
Previous design mockups
Evaluations from all walks of life will be heard
Some enterprises have expressed their intention to cooperate
"It's very cute, it looks very cute" "The image of 'aerospace ape' and 'planted ape' is no problem, but the image of 'diving ape' is so complicated, it feels a little too strong" "The space cap of 'astronaut ape' is a little difficult to achieve from the doll, which should be taken into account when designing"... After the official release of the "Industrial Ape" series of images at the 2022 CICGF IP New Image Conference on March 1, the online discussion was very enthusiastic.
Many netizens praised the "industrial ape", believing that this is an excellent IP image upgrade on the basis of the original "Yuan Yuan" and "Supper", and some netizens believe that the image upgrade is not satisfactory, and there is still a lot of room for improvement.
For Huang Jiongjin, who first tried IP design with the mascot of the Circumference as the object of creation, he will actively absorb these evaluations, in his view, this will not only help him improve in personal design, but also may also be the "treasure" of "Yuan Yuan" and "Supper" when they start creative design again in the future.
"After the press conference, I also went to look at the comments and messages of netizens on the new image of the 'industrial ape'," Huang Saidjin said with a smile, "I am very grateful to many netizens for their praise and encouragement of the new image, and at the same time, for the opinions and valuable suggestions, we will also actively collect and sort out for the further creation of related images in the future." ”
Watching the image of the "industrial ape" from the initial flash of inspiration to the final official release to the whole country at the press conference, the young Huang Jiaojin can be described as a lot of emotions. From experiencing his own ideas, preliminary designs, finding executive companies, inquiring for prices, repeated arguments to the final image decisions, along the way, this young boy who loves anime and has a design dream has also achieved his own growth together with the mascot of the Expo.
"After yesterday's press conference, the Hainan Tropical Wildlife Botanical Garden also called, hoping to cooperate with us on the gibbon images of 'Yuan Yuan' and 'Supper', and we are considering it." Huang Jiongjin said, "I hope that the 'Yuan Yuan' and 'Supper' with a new image can help the brand building of the Expo and gain more people's attention and love." ”
"Planted Ape", "Diving Ape", "Astronaut Ape"
What kind of shape do the three IP images have?
Let's take a look
A. Representing the southern breeding industry is the "planting ape". In this image, "Yuan Yuan" wears suspender pants, a red sun hat and a pair of work gloves, practicing the cultivation method of high-tech seedlings in the field. "Xiaoxiao" is a seed researcher who wears research uniforms and scientific glasses to cultivate high-tech seedlings in test tubes. With the motto of "sowing the future and reaping the full harvest", they call on global enterprises and consumers to face the future and work hard to create a better life.
B. "Diving Ape" representing the deep-sea technology industry. In this image, "Yuan Yuan" and "Supper" wear diving suits and searchlights overhead, waiting to open the exploration of the deep sea. With the slogan of "a few deep sea shimmers, it is enough to illuminate the unknown legend", the diving ape continues to explore the opportunities of opening up with shimmer, explores more possibilities of opening up, and calls on global consumers and enterprises to look forward to the future development of the consumer market.
C. "Aerospace ape" represents the aerospace science and technology industry. Wearing spacesuits with the Chinese flag on their right shoulders and a delicate bougainvillea, they explored the vast expanse of space together. With the slogan of "Not afraid of the journey, only for the splendid galaxy", "Yuanyuan" and "Supper" greeted the global consumer boutiques with the enthusiasm of "friends from afar, not happy", and worked together to create a better future.