On April 13, 2022, the "Visual Expression and Communication of the Asian Games" forum was held online and offline, bringing together representatives of the Hangzhou Asian Games design project team and well-known experts and scholars in related fields at home and abroad, who focused on the visual design and expression communication of major international sports events such as the Asian Games to discuss and exchange.
The forum focused on international sports events and discussed their different art forms, covering the core graphics, posters, color systems, clothing and other contents of the Asian Games, summarizing the relationship between international sports events and national image and urban brand design aesthetics, in order to highlight the contribution and influence of visual communication, cultural communication and art design to national and urban development.
Keynote speech
GUESTS SPEECH
First
Xuefeng Bi / Dean of the School of Design and Art, China Academy of Art
Director of the Asian Games Design Center
Building a visual communication system based on cultural origins: Taking the 19th Asian Games in Hangzhou 2022 as an example
Bi Xuefeng put forward the key concept of "image construction", describing the system construction idea of forming an Asian Games communication image through the local culture of Hangzhou and creating an "Oriental Quality City" in the service of the Asian Games. The 7 colleges and 18 teams of the China Academy of Art jointly completed 9 major systems, 45 projects and 820 individual design tasks for the Hangzhou Asian Games.
For example, the seven secondary standard designs of the Asian Games and the Asian Paralympic Games interpret the themes of different Asian Games activities with their own distinctive graphic features, and form an organic whole under the unified visual structure relationship and color system, symbolizing auspicious harmony and endless life, showing the team's use of design pioneer ideas to help the Asian Games.
Yuan Youmin / Professor, School of Design and Art, China Academy of Art
Executive Director of China International Design Museum
The tide is surging for thousands of years and the flash in the pan- talking about the spiritual core of the Asian Games vision
Yuan Youmin shared design ideas from six points: First, uncertainty and wandering: every work should appear in its real form, and every time you innovate a work, you should rethink and sort out your ideas according to new content. Second, the design intelligence: only after the accurate analysis and understanding of the intelligence can we make a prediction of the future. Based on this, we have conducted in-depth research, analysis and excavation of previous Asian Games, and taken a series of intelligence analysis as the starting point for the development of Asian Games projects. Third, the design of the content-based approach includes the early information intelligence analysis, the interpretation of the urban humanities, and the reading and understanding of the project content, and combines these things as the guiding ideology for later development. Fourth, the spiritual core of the Asian Games: the complete arrangement of emblems, mascots, core graphics and colors forms a concept of overall planning. Fifth, the innovation of visual production: in the design process, there must be doubt and exploration, independent thinking, continuous improvement, not superstitious classics, authority and experience of the spirit, each city's own story, humanities, history of the narrative is a truly creative design. Sixth, my work is not my work: in the design process, there needs to be a collective will, and after the design is completed, the design work has become a public image, and the designer does not need to intervene too much.
Wu Haiyan / Professor and doctoral supervisor of China Academy of Art
President of textile and garment research institute
Asian Games awards dress design - the narrative of patterns, the integration of skills, the oriental paradigm
Wu Haiyan shared the thinking and practice process of the textile and garment research institute team on the Asian Games dress. After the collection and analysis of relevant data, the project team laid down five major sections of Oriental Asia, Chinese characteristics, Zhejiang style, Hangzhou charm, and clothing design, mainly from five perspectives: First, adhering to the "sustainable" development concept - green material recycling. Second, adhere to General Secretary Xi Jinping's concept of "green water and green mountains are golden mountains and silver mountains" - the narrative of the humanistic patterns of landscapes and rivers, in order to tell the narrative story of the dress patterns and spread the geographical advantages and historical and cultural characteristics of green mountains and rivers. Third, highlight the "charm of Hangzhou" - the characteristics of regional history and culture. Fourth, the regional "advantages and characteristics" - the comprehensive deductiveness of the core colors, presenting the oriental characteristics of the world atmosphere, classics and charm. Fifth, the award ceremony dress "Oriental Style" - the style of Chinese costume culture, through the unique shape of the dress design, interpreting the spiritual outlook of the host country and the abundance of the big country. In terms of color, the relationship is constructed from the four colors of the Asian Games theme color "Runze" narrated by the "River of the River". The main source of the pattern when the pattern is narrated is the "freehand" of history, culture, landscape and landscape, including the "three ways" concept of the rushing wave of the money tide, the track of the Asian Games competition, and the track of urban development. In the production, the combination of machinery and hand-painting, and the combination of science and technology and tradition, have realized the re-innovation of oriental Chinese style.
Cheng Zhaohui / Vice Dean of the School of Design and Art, China Academy of Art
Professor, doctoral supervisor
Oriental mood and Asian Games core graphic design
Cheng Zhaohui analyzed the design of the oriental artistic conception and the spirit of oriental aesthetics from the perspective of creation, and analyzed the design ideas of the core graphics from the three levels of "image, artistic conception and realm". First, the image of imagery: starting from the inspiration of the five-line design, in the graphic design, the silk rhyme line of the oriental humanities of silk, the water line of the natural spirit of the landscape, the ecological line of Hangzhou quality, the line of science and technology, and the line of movement are superimposed to form a humanistic picture scroll of landscape and cloud silk that is rich in charm and full of oriental charm. Second, the mystery of the artistic realm: the intention is to create the artistic conception through the modeling of intuitive perceptions, the transmission of active life, and the revelation of the highest spiritual realm. The final core graphic is divided into three parts, one is to moisten the landscape, reflecting the spirit of the West Lake and the surging of Qiantang; the second is the runze culture, reflecting the wisdom of the network cloud, connecting the past and creating the future; the third is the moist weather, silk language + rhyme, expressing exquisite and exquisite aesthetic artistic conception. Third, the sum of realms: through the image-artistic-realm, the pattern of image layer, meaning layer and meaning layer is formed, and the multi-dimensional "presentation" of the integration force after visual creativity is realized. When extending the core graphic specification, a panchromatic system was made to reflect the narrative and visuality with a sense of fluidity in the art form of pointillism, so that it reached the realm of harmony.
Guo Jinyong / Executive Director, Institute of Color, China Academy of Art
Associate Director and Associate Professor of the Department of Comprehensive Design, School of Design and Art
Hangzhou 2022 19th Asian Games light and color fusion narrative
Guo Jinyong analyzed the colors of past sports events and summarized four underlying logics that can be used for reference: one is that the color theme is in line with the local cultural genes; the second is that the color order coincides with the management structure of the games; the third is the integration of color creation and time and space theme scenes; and the fourth is that the color performance echoes the upgrading of the communication media. In these four logics, the basic structure and direction of the work are constructed, so as to carry out the exploration and research and development of the color system, and finally determine the color theme with poetry as the cultural matrix, combine the poetry with the water culture of Hangzhou, and form six colors that can represent the local aesthetic characteristics of Hangzhou, namely rainbow purple, water light blue, laurel yellow, lake and mountain green, ying sun red, and ink white. In the color application stage, the overall composition of the tone is set and distinguished, and the color value specification is carried out for the proportion, rhythm, theme presentation and other aspects of the application of tone in different media and different time and space, and an open color system is formed through the expression of gradient colors. In addition to the presentation on the physical body, it also tries to restore the color image through VR and XR technology, and uses color to interact and connect the story on the West Lake through intuitive images and graphics through the way of mobile phone VR interaction.
Academic Chair / He Xiaojing, Associate Professor, School of Design and Art, China Academy of Art
Guest Commentary
GUEST COMMENTS
After the on-site guest speeches, the online participating design theorists brought the media and specific case studies of visual expression and communication based on years of research on design theory, and discussed the art design of large-scale international competitions related to Asian Games design.
Zhu Shuai / Member of the All-China Youth Federation and Director of the Institute of Modern Advertising of Peking University
Researcher and doctoral supervisor at the School of Journalism and Communication
Oriental, Local, Local: The Visual Design of the Asian Games and the Construction of Chinese Subjectivity
Zhu Shuai pointed out that the design of the Hangzhou Asian Games reflects the professional value and very distinct regional cultural characteristics of Hangzhou, which can be described by three key words: First, the East. The proposal of Oriental design means a rise of Chinese design subjectivity, which embodies the coexistence and communion of a community of human destiny, embodies the design pursuit of cultural particularism or cultural relativism of seeking common ground while reserving differences, beauty and coexistence, and its application highlights the significance and value of basic disciplines. Second, local. Now the national tide and national style have formed a boom, which requires designers to infect people with some good works and forms, lead the national tide and national style, lead localization, carry forward originality, break through stereotypes, and enlighten the public aesthetically. Third, place. In the design, we must have both Chinese characteristics and Hangzhou characteristics, each region in China has its own characteristics, we respect local characteristics, and realize localization and diversification above the oriental locality. In general, only by establishing the oriental coordinates in the international vision, and exalting the Chinese subjectivity based on local resources, and creating internal diversification with local characteristics, can the subjectivity of Chinese design be built from spontaneous to conscious, and constantly go deeper, toward systematic construction and school construction, and complete the era of sinicization of design discipline construction.
Houshi Huang / Professor and Doctoral Supervisor of School of Design, Nanjing University of the Arts
Design Facilitation Studies of Mice and Exhibition Behaviors : The Asian Games as a Medium of Design Criticism
Through research on the promotion of exhibition behavior in design criticism, Huang Houshi believes that the Asian Games have always played an important role as an important promotion medium for design criticism. He summarized the theoretical basis for the promotion of exhibition design, that is, one big and one small two "Trinity". The "Great Trinity" refers to the aggregation of time, space and behavior patterns, and this aggregation theory is illustrated by taking the interaction between neighbors during the epidemic in Shanghai and the focus of attention at the ignition ceremony of large-scale sports events. "Little Trinity" refers to expectations, experiences and topics, and the designer's best works can spread excellent design ideas, design patterns and design concepts through the Asian Games. In view of the complex problems of large-scale exhibition activities, he put forward the public concern of the design plan, believing that the works of the Hangzhou Asian Games are appreciated by both elegant and popular, and integrate multiple views.
Bo Zhou / Associate Professor, School of Design, Central Academy of Fine Arts
Why China : Regional Culture and National Visual Image Design
Zhou Bo believes that Chinese culture has a difference between north and south, and its core is neutralization, and the benefit of neutralization is the diversity of experience, but the problem is that it is not clear enough, and regional culture can be used as a source of distinctive characteristics. The design of this Asian Games uses the materials of regional culture, reflects the contemporary and international nature of the design language, and its visual system is very complete and systematic. When transforming regional culture into a visual image and identity construction at the national level, we should pay attention to the refinement and integration of regional culture, use international contemporary universal design methods and design languages to optimize regional and national things, and cannot one-sidedly emphasize nationalization at the level of international communication. The overall improvement of China's national power provides more opportunities for designers, but innovation in content and methods is a topic to focus on in the future.
Keynote speech
GUESTS SPEECH
Second
In the second half of the forum, three overseas guests presented an exploration of visual expression and urban aesthetic communication in the form of specific design case studies. From multiple perspectives such as senses, language, and culture, their views on the visual expression and communication of the Asian Games also brought other perspectives to the forum.
Keisuke Kitagawa / Professor at the Graduate School of Engineering, Nagoya Institute of Technology, Japan
More free 2D/3D visual design
Kitagawa Keisuke elaborated on his understanding of the design of the Asian Games emblem from the perspective of "how to use visual design in the three-dimensional space of the city", and took the three-dimensional three-dimensional building he designed as an example, suggesting that the characteristics of lightness, cheapness, simple construction and heat avoidance, sound insulation, and free change of appearance are integrated into the design and use of the 3D badge. He believes that turning two-dimensional into three-dimensional, turning the walls with people's voices into planes and transporting them to the local area, thus forming a three-dimensional "flash house" that can convey the design language and carry out vivid international exchanges.
GOO CHOKI BY
Tokyo 2020 Paralympic Games – Poster design for the Games
The GOO CHOKI PAR designer group, which designed the iconic poster and the sports icon design of 22 competitive sports at the Tokyo 2020 Paralympic Games, believes that the sportsmanship of the Paralympic Games should be expressed through a graphic language. Such as archery, wheelchair badminton, hard boccia and kayaking, etc., according to the different postures and movements of each sport to carry out the dynamic design of the poster, such as triathlon, divided into several levels of disability, there are also visually impaired people to participate, so the main use of black theme color, reflecting the time connection of the three projects. They say that in the design process, the understanding of these movements has been increased, and such a challenge is meaningful.
Alphabetical Studio
Composite sensory visual design that goes beyond language
The attention to the senses is the principle of this design firm in the design practice process, they pay attention to the visual communication and brand building through the environment, digitalization, sensory aspects, and are good at combining culture and language to carry out interdisciplinary design such as environmental protection, sound, and sports, so that design can enter the homes of ordinary people. Using the design of cross-cultural festivals held in Mexico and the United Kingdom as an example, they showed a design that integrated the uniqueness of the two countries' cultures, bringing the individual and the whole together, combining tradition and classics for two-way communication. They argue that there are five ways to focus on cross-cultural communication and communication: compound senses, cross-culture and language, audience engagement, personalization, and universality. Use everyone's senses, and then redefine iconography, let the audience participate, let everyone feel the personalized experience, and give us the design language to live.
Academic Moderator / Shen Bin Interdisciplinary Practitioner, Independent Curator
Design futurology researcher and co-planner
UNESCO Creative City
Representative of interdisciplinary creators in China
Interactive questions
INTERACTIVE QUESTIONING
Q&A live
The "Visual Expression and Communication of the Asian Games" forum came to an end in the deep sharing of the guests and the enthusiastic questions of the students, but the discussion on the design of the Asian Games has just begun, and then the School of Design and Art of the China Academy of Art will continue to discuss other design arts such as dynamic icons of Asian Games products, which will continue to be carried out as important materials for design research and in the field of follow-up design research.
Forum Organizer: School of Design and Art, China Academy of Art
Hangzhou Asian Games Art design research center
General Consultant of the project: Gao Shiming Han Xu
Project Chief Planner: Bi Xuefeng
Forum planning and execution: He Zhenji, He Xiaojing, Wang Yi, Shen Bin
Forum Academic Moderator: He Xiaojing Shen Bin
Working team: Bi Lu, Bai Mo, Chen Keyu, Wu Chenhao, Chen Xi
The source | The School of Design and Art
Editor| Qiu Lili, Pang Yang, Zhao Yucen, Fang Wenyi
Xu Yuancheng, | of the audit, became Zhaohui
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