第七届江南文化艺术国际旅游节主视觉
The main visual of the 7th Jiangnan Cultural and Art International Tourism Festival
Creartive Director: Sha Feng
Art Director: Jiayi Lu
Designer: Sha Feng / He Qiaoyu
Year: 2025
Client: 江南文化艺术国际旅游节
Art Director: Jiayi Lu
Designer: Sha Feng / He Qiaoyu
Year: 2025
Client: 江南文化艺术国际旅游节
The "Jiangnan Culture and Arts International Tourism Festival" began in 2019 and is an important window for Suzhou to inherit and promote Jiangnan culture. On the evening of April 30, 2025, the 7th Jiangnan Culture and Arts - International Tourism Festival opened at the Jinji Lake in Suzhou Industrial Park. This year's "Jiangnan Culture and Arts International Tourism Festival" is divided into six sections: "Rhythmic Jiangnan", "Touring Jiangnan", "Light and Shadow Jiangnan", "Intangible Cultural Heritage Jiangnan", "Cultural Mind Jiangnan", and "Splendid Jiangnan". It covers various contents such as stage art, new tourism and garden products, film screenings and digital media, silk culture and Suzhou craftsmanship, cultural traceability and theme exhibitions, popular culture and social aesthetic education. Therefore, the main visual uses abstract geometric graphic language to link the theme, builds the Jiangnan image with simple graphics without being specific, and establishes corresponding icons for the six sections of content. From the design of the icons, the specific content of each section is deepened. Different from the usual impression of the simplicity and delicacy of Jiangnan, this color scheme attempts bold high-saturation color schemes and uses similar colors of the three primary colors for color matching, creating a great contrast effect to the greatest extent. Through rich and strongly contrasting colors, it awakens the enthusiasm and participation of the public.
“江南文化艺术国际旅游节”始于2019年，是苏州传承弘扬江南文化的重要窗口。2025年4月30日晚，第七届江南文化艺术·国际旅游节在苏州工业园区金鸡湖畔启幕。今年的“江南文化艺术国际旅游节”分为“雅韵江南”“乐游江南”“光影江南”“非遗江南”“文心江南”“璀璨江南”六个板块，涉及舞台艺术、旅游和园林新产品、电影展映和数字媒体、丝绸文化和苏工苏作、文化溯源与主题展览、群众文化与社会美育众多内容，因此，主视觉上使用抽象的几何图形语言链接主题，用简约的图形构建江南意象，而非特指，并为六大板块内容建立对应的图标，从图标的设计上深化具体的板块内容。异于对江南的惯有的素雅、细腻的印象，本次的配色尝试了大胆的高饱和色系，并通过三原色的近似色配色，极大限度地做出反差感。通过浓郁和对比强烈的色彩，唤醒群众的热情与参与感。
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