MACROSCOPIC GAMING
Branding&Digital Design
Author: STOYARD Editor: STOYARD BEIJING
2023
We have upgraded our brand image for DAYISHUFANG with a new visual identity. We hope to enhance our clients' competitiveness and distinctiveness in the cultural innovation content category through design. Our visual strategy involves stripping away complex visual elements, revealing the essence, and presenting it in a clear and visible manner.
The brand "Great Yi Study" is held by Beijing Great Yi Education Technology Co., LTD., focusing on the field of education and entertainment, aiming to provide users with high-quality educational resources and experiences. With the development and marketing of the brand, "Big Yi Study" is expected to establish a unique brand image and influence in the education industry.
For a long time, the brand of "Big Game Bookstore" has made unremitting efforts to promote traditional Chinese culture, creating a lot of high-quality content, such as the wonderful narration of traditional Chinese philosophy, metaphysics and literature by teacher Lei Bo of the Chinese Academy of Social Sciences, which has been produced into excellent course content, and shared with every user who is interested in classical literature and art. It is this persistence and love for traditional culture that has become the strongest vitality of the brand.
Based on this, we also deepen the inspiration source of design into the long river of traditional Chinese culture, select a section of content that best matches the brand, and extend it, and finally form a meaningful brand language to increase the communication power.
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The four characters "Daiyi Bookroom" are the core content of the entire brand visual upgrade. We wanted the font to convey the brand's message, so we didn't create a "new" font or graphic from scratch. Instead, we found the works of the Tang Dynasty calligrapher Yan Zhenqing and interpreted them. Yan's calligraphy features bold and majestic strokes, as well as a sense of weight and dignity. We then combined it with symbols such as the eaves and roof ornaments of ancient Chinese royal architecture, which have deep cultural connotations, to extract shapes and graphics. We then integrated these elements into the final brand symbol.
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The four words "Big chess study" are the core content of the entire brand visual upgrade, we hope that the font can express the content of the brand to convey, so we found the works of Tang Dynasty calligrapher Yan Zhenqing, after interpretation, Yan's calligraphy, a stroke and a stroke to show the majestic atmosphere and thick dignified, the most in line with the brand positioning.
In the use of color, we do not have a heavy brush, a full set of traditional Chinese traditional color of elegance, plain and clean, that is the ancient people from nature, the color created in the rain, elegant and light. The choice of graphics and the layout of the picture also draw on the characteristics of the white space and metaphor commonly found in classical art works. When applied to posters, book covers and other scenes, this method will have the effect of "not fully seen but already present", which is also in line with the aesthetic expectations of brand users.
The whole design idea is to hope that this "study" with thick culture can be more dynamic after design interpretation and extension, and those good contents will flow to a broader space along these subtle changes.
We have designed a series of application extensions for the brand, clothing, bags, etc., the whole is to maintain the ancient style, neither dull nor too jumping, between the ancient and the present, choose the avenue to be simple, not visually modified, and leave the really complex things to the content of the brand output. Do not let the form dominate, keep the beautiful interior of the study rich.
This creative thinking also extends to the layout of the mobile platform page, font size, line height distance, background color, title, writing rhythm, etc., the entire page will be unified in the brand core.
Thank for you.
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