Interview about Tibet Shannan Corporate Identity, winner of the A' Graphics, Illustration and Visual Communication Design Award 2023
Tibet Shannan project aimed at promoting the tourism industry in Shannan. By creating a representative logo to extend the impression of the city through systematic products and tourist guides. The inspiration for the logo is drawn from the features of Shannan and simplified into symbols through contemporary art. The logo itself is versatile and scalable, able to seamlessly integrate into different products. This work hopes to bring a positive and interesting energy to the audience, better meeting the needs of the modern market and helping this ancient city showcase its diverse aspects.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsIn designing the "Tibet Shannan" project, I focused on achieving a delicate balance between cultural respect and innovative design. This meant immersing myself in Shannan’s cultural heritage to truly understand its essence. Through extensive research—ranging from studying literature and visiting museums to engaging in conversations with locals and exploring the region on-site—I gained insights into the visual and symbolic language of Shannan, such as religious totems, traditional patterns, and distinctive color palettes.The challenge was to reinterpret these traditional elements through a modern design lens without losing their cultural significance. I applied contemporary design principles, such as minimalism, graphical deconstruction, and updated color schemes, to breathe new life into these symbols. This wasn’t a process of replication but of thoughtful reinvention, aimed at creating a bridge between Shannan’s deep-rooted traditions and contemporary visual expectations.For instance, in the brand identity design, I transformed intricate traditional totems into simplified geometric forms, blending their rich cultural symbolism with the clarity and accessibility of modern design. This approach allowed the identity to resonate not only with local audiences but also with a global one, making Shannan’s story engaging and relatable in a contemporary context.Ultimately, this project was about more than aesthetics—it was about honoring a cultural legacy while ensuring its relevance and appeal in today’s visual landscape. By doing so, I hoped to amplify Shannan’s voice on the global stage, inspiring a broader appreciation of its heritage.
In designing the "Tibet Shannan" brand identity, I chose to focus on the Himalayas and Mani stone motifs because of their profound cultural and symbolic resonance. Mount Everest, or 'Mother of the Earth' in Tibetan, represents more than just a geographical landmark—it embodies the spiritual connection between the Tibetan people and nature, reflecting reverence, resilience, and harmony with the environment. Shannan, as one of the cradles of Tibetan culture, shares a deep-rooted relationship with these majestic mountains, which have served as a source of shelter, inspiration, and spiritual sustenance for generations.Mani stones, inscribed with prayers, auspicious symbols, and carvings of protective deities, are another vital element of Tibetan cultural expression. These mounds not only reflect spiritual devotion but also signify the community's hopes for protection, prosperity, and blessings. Integrating these elements into the brand identity was a way to honor the cultural essence of Shannan while ensuring its narrative could resonate beyond its local context.To create a cohesive visual identity, I modernized the mountain motif, using simplified geometric forms to represent the strength and serenity of the Himalayas. The Mani stone symbolism was reinterpreted through contemporary design principles, combining clean lines and modern color palettes to bridge tradition with modernity. This thoughtful transformation aimed to preserve the sacredness of these symbols while making them accessible and visually compelling for a global audience.The resulting design celebrates Shannan’s rich heritage, presenting it as both timeless and progressive. It reflects the region’s cultural depth and vitality, connecting its historical narratives with contemporary aspirations. Through this identity, I sought to tell a story of prosperity, blessings, and cultural pride—an invitation for audiences to appreciate the unique spirit of Shannan.
In developing the brand identity for "Tibet Shannan," I sought to honor its status as the cradle of Tibetan civilization while making its rich heritage relevant and engaging for modern audiences. This process began with an in-depth exploration of Shannan’s historical and cultural significance. Through consultation with local experts, analysis of historical documentation, and immersive on-site visits, I uncovered key elements that define the city’s identity—its role as the birthplace of Tibetan Buddhism, its ancient monasteries, and its unique traditions of art and architecture. These insights became the foundation of the design.The challenge was to translate these rich cultural elements into a visual language that would resonate with contemporary audiences. For instance, the use of minimalist design principles allowed me to reinterpret intricate symbols such as Buddhist motifs and architectural patterns in a way that feels modern yet authentic. Vibrant and contemporary color palettes were paired with traditional forms to create a sense of familiarity while capturing attention in a competitive tourism market.Beyond aesthetics, my approach emphasized the dual goals of cultural preservation and commercial appeal. I recognized that a successful brand identity must evoke emotional resonance and inspire action—whether that’s visiting Shannan, learning about its heritage, or supporting its cultural initiatives. The design incorporated storytelling elements that highlighted Shannan’s historical significance while aligning with the aspirations of today’s travelers seeking meaningful and enriching experiences.Ultimately, the brand identity for "Tibet Shannan" bridges the ancient and the modern. It respects and preserves Shannan’s cultural depth while presenting it as a vibrant, accessible destination for global audiences. By creating a strong emotional and visual connection, the design contributes to Shannan’s tourism growth, cultural preservation, and economic prosperity, positioning it as both a historical treasure and a modern destination of choice.
In the design of the "Tibet Shannan" brand identity, color selection was not only about visual appeal but also about conveying deep cultural significance. The traditional colors of Tibet, such as Tibetan blue, Tibetan indigo, red, and yellow, are deeply rooted in the region’s natural environment, religious beliefs, and social structures, each carrying rich symbolic meaning.Tibetan blue and indigo symbolize the vastness of the sky and the towering mountains, widely used in Tibetan architecture and religious sites. They represent divine will, sacredness, and the boundless depth of nature, embodying the Tibetan people's reverence and respect for the natural world. Red, on the other hand, is an auspicious color in Tibetan culture, it symbolizes power, passion, and transformation, frequently used in Tibetan Buddhist art and religious spaces to convey sacredness and respect for nature. It plays a crucial role in festivals and important rituals.Yellow holds a unique place in Tibetan culture, symbolizing prosperity and the vitality of the land. It is a sacred color in Tibetan Buddhism, often reserved for religious objects and the robes of high lamas and tulkus, signifying dignity, holiness, and status. Notably, yellow is not commonly used in Tibetan residential homes, as it is closely associated with the Yellow Sect of Tibetan Buddhism, marking religious and social distinctions.In the "Tibet Shannan" brand design, I carefully integrated these culturally rich colors with a modern design approach. This not only honors Shannan’s cultural heritage but also enhances the brand’s cultural identity, making it both contemporary and marketable. The thoughtful use of color helps to present Shannan’s unique charm on the global stage while maintaining respect for its deep-rooted traditions.
This Project made me acutely aware of the delicate balance between cultural preservation and business objectives. Design is not just about visual communication; it’s about transmitting culture while also aligning with commercial goals. Shannan, as the cradle of Tibetan culture, carries deep emotional and historical significance, and finding ways to effectively translate these cultural symbols into a format that resonates with modern consumers while generating commercial appeal was a key challenge in the design process.Preserving cultural elements is a fundamental aspect of brand design, but it must also align with commercial needs. Through research into Shannan’s culture, I selected symbolic graphic elements, such as mountains, Mani stones, and traditional Tibetan colors, to reflect the region’s unique spiritual essence. Using contemporary design language, I ensured that these elements retained their cultural significance while being visually modern and commercially appealing. For example, the use of Tibetan blue, yellow, and red not only communicates the local cultural spirit but also generates strong visual impact and brand recognition in the global market. These colors and symbols in the design are not mere decorations; they are rooted in deep cultural meanings, yet also meet contemporary visual demands, enhancing the brand’s recognition and market competitiveness.This project reinforced my belief that cultural preservation and commercial value can coexist. The success of a brand design is not only about conveying cultural narratives but also about innovatively positioning these cultural elements within the modern commercial landscape. Ultimately, successful brand design needs to tell a cultural story, but it must also transform that story into a commercially valuable asset through effective visual language and strategic market positioning.
When designing the Tibet Shannan Corporate Identity, my primary goal was to create a system that seamlessly integrates cultural authenticity with visual consistency across diverse platforms and products. Achieving this required a thoughtful approach to both preserving the cultural essence of Shannan and ensuring the adaptability and coherence of the visual system in a modern, multi-platform context.To start, I distilled key cultural symbols from Shannan’s natural and artistic heritage, such as the Himalayas and Mani stones, into simplified, modern forms. These elements were carefully abstracted to ensure recognizability at all scales—from small product labels to large-format billboards—while retaining their cultural significance. This process of simplification was critical to maintaining clarity and impact across various applications without losing the depth of the original symbols.To ensure consistency, I developed a comprehensive design framework that included a unified color palette, typographic system, and modular layout guidelines. The color palette combined traditional Tibetan hues with contemporary tones, ensuring that the identity remains vibrant and visually engaging across physical and digital platforms. The typography, inspired by Tibetan calligraphy, was adapted into a clean and modern typeface, ensuring readability while maintaining a subtle connection to cultural roots. These elements were defined with precise proportions and scalable components to ensure visual harmony in every context.Scalability was a key consideration throughout the process. The identity was designed to adapt flexibly to various formats and media, from stationery and promotional materials to interactive digital platforms and branded merchandise. For example, I ensured that intricate patterns and symbols could scale down effectively without losing their visual integrity, while larger applications maintained the richness of detail necessary for impact. This flexibility supports Shannan’s diverse branding needs, enabling it to communicate effectively across different touchpoints.Ultimately, the Tibet Shannan Corporate Identity serves as a bridge between cultural storytelling and modern user experience. By combining timeless cultural elements with a systematic design approach, I created a visual language that is not only consistent and adaptable but also deeply resonant with Shannan’s heritage. This ensures that the identity remains impactful and authentic, helping Shannan engage with audiences globally while preserving its cultural essence.
In developing the Tibet Shannan Corporate Identity, one of the central challenges was creating a visual system that resonated with younger audiences while faithfully honoring Shannan’s ancient traditions. The key lay in blending traditional cultural elements with contemporary design aesthetics, crafting a brand identity that could bridge the generational gap and captivate a modern, youth-driven audience.To address this, I began by deeply immersing myself in Shannan's cultural history, identifying symbolic elements such as the majestic Himalayas, Mani stones, and the vibrant hues of Tibetan art. These elements were essential to staying true to the city’s heritage. However, to appeal to younger audiences who value modernity and individuality, I reinterpreted these symbols using contemporary design techniques. Minimalism and geometric abstraction were central to this transformation, simplifying intricate patterns into clean, modern forms that retained their cultural essence but felt fresh and relatable.The choice of color was also pivotal. While traditional Tibetan colors like blue and yellow were integral to the design, I adapted these into a contemporary palette with refined tones and gradients. This approach ensured the colors conveyed their historical and spiritual significance while creating a visually striking and modern aesthetic that resonates with younger generations. For instance, the Tibetan blue, symbolizing the sky and spirituality, was paired with a bold, modern yellow to create a dynamic contrast that appeals to a youthful, global audience.Typography was another important aspect. Inspired by traditional Tibetan calligraphy, I developed custom fonts that merged the organic flow of Tibetan script with clean, minimalist structures. This subtle nod to tradition ensures cultural authenticity while delivering a polished, modern look that aligns with the preferences of younger audiences.Ultimately, the goal was not merely to create a visually attractive identity but to rejuvenate Shannan’s ancient cultural identity, ensuring its relevance in a globalized, fast-paced world. By reimagining traditional symbols through a modern lens, the Tibet Shannan Corporate Identity successfully bridges the gap between the past and present, inspiring younger audiences to connect with and appreciate the city’s heritage in a meaningful and contemporary way.
In the development of the Tibet Shannan Corporate Identity, I have always believed that hand-drawn art infuses design with a unique warmth and humanity, while digital technology serves as an essential tool to bring these creative ideas to life. Hand-drawing has always been a core element of my artistic expression, and in this project, it became a central part of my design language. The hand-drawn process was not merely replicated in the digital execution but was integrated with digital tools to preserve its warmth and precision.While digital media is undeniably an emerging trend in design, I have always viewed it as just a tool, one that cannot fully replace the emotional and cultural richness that traditional hand-drawing brings. Each line and color in a hand-drawn work carries the designer’s emotion and creativity, which allows for a deeper connection with the audience. In the case of the Tibet Shannan project, I used hand-drawn prototypes to fuse Tibetan cultural symbols with my artistic language. These were then accurately transferred to the digital platform, preserving both the traditional cultural significance and the modern aesthetic requirements of the market.This creative process exemplifies a transition from tradition to modernity, blending traditional artistic forms with contemporary design tools to create a visual system that resonates with both cultural depth and modern appeal. It reflects my artistic stance as a designer and my approach to brand creation—where the cultural narrative is preserved while creating a resonance with contemporary audiences.
The Silver A' Design Award recognition for Tibet Shannan Corporate Identity underscores its success in bridging cultural heritage with contemporary design. I believe this was achieved through a sensitive and innovative approach that reinterpreted local culture within a modern visual context, creating a compelling narrative that resonates with diverse audiences.From the outset, I prioritized deeply engaging with Shannan’s unique cultural heritage. By immersing myself in its history and traditions, I identified key cultural symbols, such as Mani stones and Tibetan Buddhist totems, that embody the spiritual and artistic essence of the region. These elements were not merely replicated but thoughtfully abstracted and transformed to retain their cultural authenticity while appealing to contemporary sensibilities. For instance, Mani stone inscriptions, traditionally etched with prayers and symbols, were reimagined through geometric abstraction and minimalism, creating a visual language that is both modern and rooted in tradition.Typography played a pivotal role in the project’s innovation. Drawing inspiration from Tibetan calligraphy, I developed a custom typeface that blended the organic flow of traditional Tibetan script with the clean lines and structure of modern design. This integration created a harmonious and distinctive visual identity that captures the essence of Shannan while appealing to global audiences.The project's innovation lies not only in its aesthetic appeal but also in its ability to foster a deeper connection between past and present. By weaving together cultural heritage and contemporary design principles, the brand identity serves as a platform for cultural preservation and modern storytelling. It invites viewers to appreciate Shannan’s historical richness while engaging with it in a way that feels relevant and timeless.This balance of cultural depth and modern visual communication was a critical factor in earning the Silver A' Design Award. It demonstrates how design can act as a bridge between traditional narratives and the demands of a contemporary global market, ensuring the enduring relevance of Shannan’s cultural identity.
When designing the Tibet Shannan Corporate Identity, my primary objective was not just to craft an aesthetically appealing visual system but to establish Shannan as a recognizable cultural symbol in the global tourism market. Despite its profound cultural heritage and historical significance, Shannan remains relatively underrepresented internationally. The challenge was to enhance its visibility and appeal by translating its cultural identity into a universally resonant visual language.In today’s highly competitive tourism industry, destinations must offer more than stunning landscapes—they need compelling narratives that evoke emotional connections. With globalization, travelers increasingly seek authentic cultural experiences, and design plays a crucial role in bridging the gap between a place's heritage and a global audience’s expectations. By abstracting and modernizing key cultural symbols, such as Mani stones and Tibetan motifs, the visual system transforms Shannan’s rich history into accessible, contemporary visuals that international viewers can relate to and appreciate.Looking to the future, this visual identity has the potential to evolve far beyond traditional tourism promotion. It can serve as the foundation for a holistic branding ecosystem, encompassing not only promotional campaigns but also diverse applications such as merchandise, interactive digital platforms, and immersive experiences. For instance, branded souvenirs or digital AR experiences could help bring Shannan's stories to life for tourists, extending their connection to the region. This cross-disciplinary application will further strengthen Shannan’s presence in the global market, turning it into a sustainable cultural brand.Furthermore, as Shannan’s international visibility grows, I envision the visual system adapting to meet new demands, integrating more cutting-edge design trends and technologies to remain relevant. This evolution will allow the brand to continuously captivate audiences while staying true to its cultural roots. The ultimate goal is to position Shannan not just as a destination, but as a cultural icon that symbolizes the depth, beauty, and vibrancy of Tibetan civilization.Through this continuous refinement, the Tibet Shannan Corporate Identity will play a pivotal role in attracting international audiences, boosting tourism, and contributing to local economic development. By integrating cultural storytelling with commercial strategies, the brand will help Shannan achieve global recognition as a premier cultural tourism destination, fostering a deeper appreciation for its heritage on the world stage.
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