Westlake Impression

Brand Image for Zhejiang University of Finance & Economics

Impression West Lake is a performing arts brand. In 2016, entrusted by the Ministry of Foreign Affairs, the G20 Hangzhou Summit designed and arranged a performance of Hangzhou, which was highly praised by the heads of 20 countries. In this project, the design team tried to make a set of VI without logo. A decentralized design method is proposed, that is, to eliminate the logo as the center of visual recognition, and turn to the system design method of forming an identity with graphic groups.

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Westlake Impression by Chao Yang

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Brand Image by Chao Yang

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Chao Yang Westlake Impression

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Chao Yang Brand Image

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Zhejiang University of Finance amp EconomicsBrand Logo

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Westlake Impression Brand Image Press Releases

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Westlake Impression Brand Image Media Articles

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Unique Properties

"Impression West Lake" is a performing arts brand. In 2016, entrusted by the Ministry of Foreign Affairs, the G20 Hangzhou Summit designed and arranged a performance of Hangzhou, which was highly praised by the heads of 20 countries. In this project, the design team tried to make a set of VI without logo. A decentralized design method is proposed, that is, to eliminate the logo as the center of visual recognition, and turn to the system design method of forming an identity with graphic groups.

Tags

Brand, Poster, Logo, West Lake, Traditional Culture

Production Technology

It has significantly enhanced the recognition of the brand image and customer favors. Help enterprises were selected by the State -owned Assets Supervision and Administration Commission of the State Council of the People's Republic of China to release the "Typical Cases of 100 State -owned Enterprise Brands in 2021", including only 31 local state -owned enterprises, 2 Zhejiang Province; Recommended and used as a monthly review case; dynamic performing arts video was reprinted by multiple design numbers and video numbers.

Design Challenge

After investigation, we found that the most impressive of the brand was a square stage hidden in the waters of the West Lake. When the lights were secret, the actors jumped with the music on the mirror -like lake and jumped with the music of "Liang Zhu" and the "Swan Lake" performed by the Ballet's performance. A total of ten actors of the performance were completed on the water, which was significantly different from the real product.

Project Duration

The project starts in Hangzhou in August 2020, in Hangzhou in February 2021 and will be presented in Hangzhou in April 2022.

Operation Flow

Combining stage works with colourful sound and light, combining the stage with reflections in the water to produce a unique visual art effect, the weaving of the Chinese and Western stages.

Research

"Impression West Lake" is not only a performing arts company but also a real landscape performance created by the "Iron Triangle" team of directors Zhang Yimou, Wang Chaoge and Fan Yue. It has performed 3,000 performances in total and received 2.9 million audiences. In 2016, entrusted by the Ministry of Foreign Affairs of the People's Republic of China, the original performance "Impression of the West Lake" was revised into "The Most Reminiscence of Hangzhou", and performed as a project of the G20 Hangzhou Summit. The first performance was highly praised by the heads of 20 countries. The performance was broadcast live on the Internet and on television and gained worldwide attention. From May to December 2017, nearly 400,000 visitors were received, with an average attendance rate of more than 80%, of which more than 20% were overseas visitors, and sales hit a record high. "Impression West Lake" has also started a new journey towards international development from the original local tourism.

Inspiration

The performance is a live performance with the West Lake as the background. The cultural and artistic performance blending the East and the West is held on a square stage about 10cm below the water surface of the West Lake. The square stage and the window for urban cultural promotion became the main concept of my design.

Project Overview

Westlake Impression Brand Image has been a Iron winner in the Graphics, Illustration and Visual Communication Design award category in the year 2022 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.

Image Credits

For design images and photos please credit Chao Yang.

Iron Recognition

Chao Yang was recognized with the coveted Iron A' Design Award in 2023, a testament to excellence of their work Westlake Impression Brand Image.

Chao Yang Press Releases

Explore the world of Chao Yang through our press releases, designed for media members to use freely and enrich your content. Instantly access 2 press releases, available exclusively for journalists.

Impression West Lake: A Cultural Fusion Performance

Chao Yang Unveils "Impression West Lake" - A Unique Cultural Performance Blending East and West

Chao Yang Newsroom

Find inspiration and award-winning creativity within the Chao Yang Newsroom.