Viewpoints

Exhibition Visual Identity for Tainan University of Technology/Product Design Deparment

Viewpoints, a satellite exhibition of the 2024 Taiwan Design Expo, reinterprets Tainan's 400 year history through street furniture design. Inspired by alleyway culture, temple seats, and arcade benches, and communal spaces, it highlights areas of rest and interaction that shape daily rhythm. With a youthful visual identity featuring expressive illustrations and a refined color palette, captures the charm of Tainan's evolving urban landscape. By blending heritage with modernity, Viewpoints invites visitors to engage with the city's past while envisioning its future.

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Viewpoints by Chung Sheng Chen

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Exhibition Visual Identity by Chung Sheng Chen

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Chung Sheng Chen Viewpoints

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Chung Sheng Chen Exhibition Visual Identity

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Unique Properties

Integrating Tainan’s 400-year history into a street furniture design exhibition, this project captures the essence of alleyways and architectural heritage. With a youthful perspective, the visual identity employs a refined color palette and expressive illustrations to depict people, objects, and spaces in daily interactions. Blending life and architecture, the design highlights moments of rest and conversation, inviting viewers to explore Tainan’s culture and envision its future.

Tags

Tainan 400, Taiwan Design Expo, Street Furniture, Visual Identity, Cultural Design, Public Exhibition, Urban Aesthetics, Alley Culture

Production Technology

The visual design was created and refined using Adobe Illustrator and Photoshop, incorporating hand-drawn illustrations combined with graphic design. Inspired by Tainan’s architectural colors, such as red brick, pale yellow walls, and vibrant accent tones, it captures the everyday atmosphere of alleys and historical sites. Printed materials use thick-weight paper with digital printing to ensure color stability and detail accuracy. The design is widely applied to posters, guidebooks, and digital media, with adjustments made for different formats to maintain visual consistency and optimal presentation.

Design Challenge

The challenge lies in merging Tainan’s 400-year history with modern design language, preserving cultural depth while presenting a fresh and engaging visual style that appeals to younger generations. Inspired by Tainan’s alleyways and historical sites, the visual identity adopts a simple color palette, playful illustrations, and signature pen-style outlines to vividly depict interactions between people, objects, and spaces, balancing historical richness with contemporary aesthetics.

Project Duration

The project launched in May 2024 and exhibited in Tainan as the satelite exhibition of the Taiwan Design Expo in October.

Operation Flow

The visual design of ViewPoints is applied to posters, guidebooks, social media, exhibition signage, and digital interactive installations, ensuring a consistent experience across various platforms. With clear design and strong visual identity, it conveys the cultural context of Tainan’s street furniture while enhancing engagement and interaction.

Research

1.Cultural Heritage and Innovation: This project integrates Tainan’s 400 year history with modern design through street furniture creations, showcasing the city's unique charm and revitalizing its alleys and historical sites. 2.Education and Practical Application: It provides a hands-on platform for design students, allowing their creativity to be realized in real urban spaces while enhancing their design skills and cultural understanding. 3.Industry-Academia Collaboration: By connecting professional designers with local Tainan businesses, the project adopts an industry-preparatory model, fostering deep cooperation between design education and industry, leading to mutual growth in culture and commercial value. This project is rooted in Tainan’s cultural context, using innovative approaches to reinterpret historical elements. Through practical design applications, it tests the feasibility and functionality of creative ideas, further exploring the synergy between design education and industrial development.The design also integrates student creativity with industry expertise, ensuring both innovation and practicality. Maintaining visual consistency across multiple media platforms, it effectively conveys Tainan’s street culture and the exhibition’s core theme.

Inspiration

ViewPoints, a satellite exhibition of the 2024 Taiwan Design Expo, connects Tainan’s 400-year history with contemporary culture through street furniture design, reflecting alleyway life and its evolving stories. From arcade benches to temple seats, these spaces foster interaction while preserving history. With a youthful perspective, its visual identity uses simple strokes and an illustrative style to capture Tainan’s charm and vibrant energy.

Image Credits

acdesign associates International Co.,Ltd

Project Overview

Viewpoints Exhibition Visual Identity has been a Silver winner in the Graphics, Illustration and Visual Communication Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Silver Recognition

Chung Sheng Chen was recognized with the coveted Silver A' Design Award in 2025, a testament to excellence of their work Viewpoints Exhibition Visual Identity.

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