寒山美术馆
Hanshan Art Museum
Creartive Director: Sha Feng
Art Director: Jiayi Lu
Designer: Sha Feng / Li Peng
Year: 2021
Client: 寒山美术馆
Art Director: Jiayi Lu
Designer: Sha Feng / Li Peng
Year: 2021
Client: 寒山美术馆
The upgrade of the Hanshan Art Museum's visual identity system is a process of re-examining the museum's role as a public cultural service institution. Using a minimalist and restrained visual approach, the museum's visual identity system has been streamlined and reorganized, emphasizing practical qualities such as high recognizability, functionality, and convenience, while reserving emotional and sensory experiences for the artworks themselves within the "container."
Considering the diversity and richness of the exhibition content, the logo, as the most core and widely used visual identifier, needs to adapt to various application scenarios. An intuitive typographic logo enhances its recognizability, while a neutral black, white, and gray color scheme softens emotional connotations. The strong typographic structure aligns with the architectural style of the museum's surrounding complex, allowing for efficient integration into the environment. Furthermore, the highly recognizable typographic logo is complemented by a simple and orderly graphic design. Dots represent individuals; their orderly arrangement and variation represent the diversity formed by the convergence of different groups. These dots converge to form the characters "Hanshan," embodying the museum's function and characteristics as a public cultural service institution. The fusion of these elements conveys the meaning of "countless individuals coming together through art."
Considering the diversity and richness of the exhibition content, the logo, as the most core and widely used visual identifier, needs to adapt to various application scenarios. An intuitive typographic logo enhances its recognizability, while a neutral black, white, and gray color scheme softens emotional connotations. The strong typographic structure aligns with the architectural style of the museum's surrounding complex, allowing for efficient integration into the environment. Furthermore, the highly recognizable typographic logo is complemented by a simple and orderly graphic design. Dots represent individuals; their orderly arrangement and variation represent the diversity formed by the convergence of different groups. These dots converge to form the characters "Hanshan," embodying the museum's function and characteristics as a public cultural service institution. The fusion of these elements conveys the meaning of "countless individuals coming together through art."
寒山美术馆VI系统的升级，是一次重新审视美术馆作为公共文化服务机构的过程。用简约而克制的视觉表现手法，梳理和重组美术馆的视觉身份系统，强调高识别性、功能性、便捷性等实用主义的特质，将情绪化和更多的感官性体验留给“容器”内的作品本身。
考虑到展览内容的多样化和丰富性，LOGO作为最核心和最为广泛应用的视觉识别图形，需适应各类应用场景。通过直观的字体LOGO，增强其自身的识别度，同时以黑白灰的中性色基调，弱化情绪因素。硬朗的字形结构符合美术馆所处的建筑群的风格特征，能够高效地融入环境中进行应用。其次对高识别度的字体LOGO，辅以简约有序的图形设计。圆点代表个体，个体有序的排列组合，并变化出不同的图形内容，代表因不同群体的汇集形成的差异化；汇聚并组成“寒山”二字，体现美术馆作为公共文化服务机构的功能和特质，二者相融，促成“无数个体因艺术而聚”的寓意。
考虑到展览内容的多样化和丰富性，LOGO作为最核心和最为广泛应用的视觉识别图形，需适应各类应用场景。通过直观的字体LOGO，增强其自身的识别度，同时以黑白灰的中性色基调，弱化情绪因素。硬朗的字形结构符合美术馆所处的建筑群的风格特征，能够高效地融入环境中进行应用。其次对高识别度的字体LOGO，辅以简约有序的图形设计。圆点代表个体，个体有序的排列组合，并变化出不同的图形内容，代表因不同群体的汇集形成的差异化；汇聚并组成“寒山”二字，体现美术馆作为公共文化服务机构的功能和特质，二者相融，促成“无数个体因艺术而聚”的寓意。
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