Yingzhou in Song Dynasty The aesthetic style of the Song Dynasty, with its inner humanistic spirit as its core, shows the Chinese literati’s perpetual pursuit of independence from the world and their active thinking since the Wei and Jin dynasties. Yingzhou (now Fuyang) has a long history and profound culture, and has been set as prefecture, county or provincial capital in different dynasties. It was named because of its proximity to Yinghe River. The spirit of Song is introduced into the design, hoping to exert a positive influence on the contemporary urban culture, and also to bring enlightenment to the modern living environment.
Project Background The project is based on the regional culture of the ancient city Fuyang in various levels including architecture, landscape, park, block and marketing etc., trying to create a distinctive theme block of Chinese (Song dynasty) style.
Technique of Expression — Deconstruct Song Typeface Words, as the medium used to express the relationship between culture and our individuals, are not only a kind of history, but also the general consensus in today’s world. We need to re-understand today’s media and continue to update it.
The elements obtained from deconstructed characters are full of variety. Making these elements run through the visual signage system can produce a unique sense of narration. It also reflects the temperament of the literati of Song Dynasty except for satisfying the basic function of sign design.
The most basic elements of Chinese characters, such as points, strokes and hooks are used to constitute the space components, giving out a strong cultural aura between the light and shadow.
The original intention of the design is to arouse people’s desire to know and explore characters and culture. It symbolizes the relationship between culture and ourselves expressed by characters as medium, and it can also stimulate children’s desire to learn and explore characters in the formative education stage.
Bamboo slip — Corporate Signage Design Bamboo slipsare the longest used writing carrier in Chinese history and one of the oldest books in China. As the symbol landmark of the region, the logo designer hopes to design the corporate signage by combining the form of bamboo slips and modern expression techniques so as to convey the vicissitude of time and space.
Expression of Letter Symbol The unity of the expression of letter symbols and the design creates a harmonious atmosphere for the environment. It seems to be inadvertently scattered in the space, but in fact is coherent by a poetic organization, so that the spirit of the place can be seen and felt in every node of our visual system.
Parking Signage Design and Outdoor Signage Taking the special cultural temperament of the site as the starting point, combining with the usage requirement of functional circulation and considering the expression of the traditional culture core in the contemporary context, the outdoor signage makes the design a connecting node for modern people to recognize the ancient culture of Fuyang..
The reconstruction of Chinese characters shows the spirit of place pursued by architecture, landscape and other fields, as well as the cultural temperament emphasized in the project promotion. It enhances the cultural tension of the environment, and attract attention to the project with the hashtag of excellent design, which is conducive to the brand promotion.
Beauty of Art — Ruihe Tu (The Auspicious Crane) (Interior signage design) Ruihe Tu can be regarded as the peak of culture and art of the Song dynasty. Huizong, the most accomplished emperor in history, drew the Ruihe Tu after seeing the scenery. Cranes are often associated with the immortal in myths and legends, and their elegance are also consistent with the refined tone of the Song Dynasty. The designer uses “crane” to give a good finishing touch to the interior design.
The presence of signage makes space no longer just a by-product of events. In the space, you can feel the charm and special experience brought by materials and texture in the flowing space.
Beauty of the shape — End-to-end Frame (interior signage design) The Literati in the Song Dynasty pay attention to the aesthetics of simple and light. To create a very Song space, every detail needs to be polished.
The use of these concepts in the signage creates a kind of grace. Simple frame, plain color and unvarnished materials in the space makes a beautiful realm of freedom and flexibility.
Beauty of Style — Circle, Square, Plain Color, Texture (Marketing Materials Design) Traditional Chinese aesthetics reached its peak in the Song Dynasty, while modern aesthetics stresses minimalism. As early as in the Song Dynasty, people began to pursue minimalism. The interior showing stand is designed with reference to the artistic style of Song Dynasty furniture, which is simple, natural, plain and elegant. The design details show the concise beauty of circle and square.