Interview about Hearing Extraordinary Dream Logo, winner of the A' Graphics, Illustration and Visual Communication Design Award 2024
Hearing Extraordinary Dream logo fully utilize the pictographic nature of Chinese characters. For the logo design of a music-related company, the central concept revolved around sound and audio sources. The textual elements were crafted using visual elements symbolizing ear and sound waves. By incorporating the characteristics of pictographic characters, the goal was to create a logo type resembling an emoji, allowing people to grasp the company's business to some extent even without reading Chinese characters.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsIn fact, if we look at the origins of Chinese characters, they are inherently simplified pictograms, fundamentally similar to the nature of logos. Rather than something I developed, it was more of a rediscovery of the graphic qualities within Chinese characters. Through this exploration, I gained a renewed awareness of the rich visual language and design potential embedded within these characters. This insight naturally guided me to incorporate these pictographic qualities into my design, merging the traditional aesthetics of Chinese characters with modern logo design. This approach allows the logo to retain cultural depth while achieving contemporary visual clarity. This process of rediscovery helped me establish a new connection between Chinese characters and modern design, making the design both unique and resonant with traditional significance.
We usually focus on the functional aspect of Chinese characters in conveying meaning, which often leads us to overlook their inherent graphic qualities. My inspiration came from the “Dongba” script, a set of pictographic symbols used by the “Naxi” people in Yunnan, China, which reminded me of the pictorial nature embedded within Chinese characters. This logo incorporates many characters related to “sound,” and their ancient oracle bone script forms display similar graphic traits. To maintain visual harmony, I integrated the ancient shapes of oracle script with modern simplified characters, making subtle adjustments along the way. This approach allowed me to naturally blend the essence of traditional oracle script with a contemporary design language, achieving a balance that honors ancient roots while aligning with modern visual expression.
The A' Design Award is one of the world’s largest and most prestigious design competitions, with a jury composed of experts from diverse professional fields, making the judging criteria highly multifaceted. This logo is based on Chinese characters, which may not be easily understood by those outside of the Chinese character cultural sphere. Therefore, conveying its meaning through visual expression became the most effective approach. I feel truly honored to receive this award, as it validates my efforts to successfully blend cultural heritage with commercial design needs. This recognition also motivates me to continue exploring how to convey the depth and beauty of traditional culture through visual language on a global stage.
First, during the discussions with the client, I clarified the primary intended use of the logo. Although the logo would appear on printed materials such as business cards and posters, its main purpose was for the company’s merchandise, like T-shirts. Therefore, in the design process, my priority in color selection was to ensure the logo’s functionality and adaptability on these products. I opted for a black-and-white, achromatic approach, as it offers high adaptability across various materials, printing methods, and background colors while maintaining clarity and recognizability. This black-and-white design also provides visual consistency and a clean impact in different applications, ensuring that the logo effectively communicates the brand image across various contexts.
Initially, the client did not fully recognize the cultural significance embedded in the Chinese characters, so my first proposal was a very conventional text-based logo. However, as our discussions progressed, the client expressed a desire for the logo to be used on merchandise. While a traditional Chinese character logo could work, it lacked playfulness and distinctiveness. To address these potential issues, I proposed this new concept and elaborated on the cultural meaning behind it. Fortunately, the client later explored the historical origins of the characters and recognized their cultural value. Ultimately, we reached a consensus, enhancing the logo with elements of interest while meeting commercial needs. In a sense, this logo became a collaborative creation, shaped by both of our perspectives and goals.
The size specification is primarily based on balancing usability and visual clarity. When designing this logo, I considered the client's needs, as it was intended to appear on merchandise such as T-shirts, where it needed to have a fun and unique shape. Therefore, I paid particular attention to the clarity of details and printing accuracy throughout the design process. The recommended minimum height is 15 millimeters to ensure that even at smaller sizes, the logo retains its details and does not lose recognizability when scaled down. However, depending on the specific application, I do not rule out using a smaller size if needed. In cases where the logo is scaled below 15 millimeters, I might make minor adjustments to simplify certain intricate elements or enhance key lines, ensuring that the logo remains recognizable and consistent with the brand, even at reduced sizes.
Constructivism emphasizes the reduction and reassembly of elements to create new meanings. This concept closely relates to the essence of Chinese characters and other scripts, as they are fundamentally composed of points and lines. In this regard, there are many parallels between constructivism and the design of Chinese characters. Therefore, when creating the “Listening to Extraordinary Dreams” logo, I applied the principles of constructivist shaping by replacing certain points or lines in the characters with other relevant elements, making their forms more interesting and dynamic. This approach not only enhances visual appeal but also adds cultural depth to the logo.
First, before creating the design, I conducted thorough research on visual languages and symbols related to music, including elements like musical notes, sound waves, and instruments, to incorporate these industry characteristics into the design. Secondly, I combined traditional Chinese character forms with modern design language to create a visual effect that embodies both cultural heritage and contemporary aesthetics. This blend not only attracts audiences interested in traditional culture but also meets the aesthetic demands of modern consumers.
During my research, I discovered that Chinese characters evolved from pictographs, but not every character directly originates from a single graphic. Some characters are formed by combinations of symbols that represent sounds, while others are created from multiple symbolic representations. The development of Chinese characters is a fascinating process. This understanding of the evolution of characters made me realize that Chinese characters are not just tools for writing; they are also carriers of culture. This complexity inspired me to explore diverse forms of expression in my logo design.
Exploring traditional culture and the origins of Chinese characters has made me aware of the role that visual elements play in writing. Visual elements are not merely decorative; they play a crucial role in conveying cultural connotations and emotions. This understanding will encourage me to pay more attention to cultural contexts in my future design work and to attempt to effectively combine traditional elements with modern design principles. Through this approach, I can also promote the transmission and innovation of culture within my designs.
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