FOR IMMEDIATE RELEASE

Brand Design Showcasing Traditional Chinese Architecture and Modern Aesthetics

Beijing Jiaotong University's School of Architecture and Design presents the "Joyful Garden Tour" brand design, a celebration of the 2024 Chinese New Year event jointly organized by the Old Summer Palace and the Summer Palace. This innovative branding design encapsulates the historical essence of the two gardens, offering visitors a unique experience that combines traditional charm with modern design. Through extensive data research, iconic buildings from the Old Summer Palace and the Summer Palace have been graphically manipulated to create a visually striking and communicable icon, complemented by the Chinese Zodiac motif for 2024. The use of blue and pink colors reflects the vitality and cultural heritage of these historic landmarks, while the emblem and promotional materials are crafted using traditional Chinese silver enamel techniques, adding a touch of traditional craftsmanship to the modern design.

The "Joyful Garden Tour" brand design encompasses a range of promotional materials, including brochures, posters, cards, and more, all printed on pearl paper with embossing and silver stamping techniques. The brand's visual identity is further enhanced by its use of traditional Chinese cultural elements, symbolizing the inheritance and innovation of Eastern aesthetics. The design team's meticulous attention to detail and commitment to integrating diverse cultures have resulted in a brand that not only promotes the New Year Garden Party but also serves as a cultural creative product and souvenir for visitors.

Started in July 2023 and completed in October of the same year, the "Joyful Garden Tour" brand design was launched from January 1 to February 29, 2024, at the Summer Palace and the Old Summer Palace in Beijing. The project's success is attributed to the comprehensive approach taken in its development, which involved literature research, on-site visits, event planning, brand communication, and data analysis. By integrating architectural icons with the cultural elements of the Year of the Dragon, the brand has not only deepened the public's understanding of traditional architecture but also promoted the dissemination of traditional culture, enhancing visitors' cultural participation and injecting new vitality into the regional cultural tourism development.

-END-