SUMMER PALACE TOUR Brand Design

Rich burgundy grounds establish a commanding visual theater upon which Beijing Jiaotong University's SUMMER PALACE TOUR Brand Design unfolds as a sophisticated exercise in contemporary graphic interpretation of classical architectural heritage, presenting multiple printed collateral pieces arranged in dynamic diagonal composition that creates rhythmic visual movement across the picture plane while simultaneously demonstrating systematic brand application versatility. The chromatic architecture operates through a masterfully calibrated palette wherein deep crimson vermillion and warm burgundy tones establish thermal warmth and cultural resonance, counterbalanced by passages of cool celadon green reminiscent of traditional glazed ceramics, punctuated by accents of cadmium yellow and warm gold suggesting imperial luxury and celebratory atmosphere. Isometric architectural renderings of traditional pavilions, pagodas, and ceremonial structures populate the illustrated surfaces with geometric precision, their forms constructed through careful layering of flat color planes, fine linear detailing suggesting roof tile textures and structural elements, and strategic deployment of shadow to suggest dimensional depth within an essentially planar aesthetic approach. The compositional strategy employs repetition with variation, multiple instances of the same printed piece arranged at consistent diagonal angles creating crystallographic rhythm while allowing individual examination of the illustration system's components. Circular logo elements featuring stylized numerical forms and architectural silhouettes anchor the brand identity, positioned consistently across applications to demonstrate systematic visual language deployment. The figure-ground relationships oscillate between positive architectural forms rendered in warm earth tones and negative space passages of deep teal and black that suggest night sky, water, or atmospheric depth. Edge treatment throughout maintains crisp vector precision characteristic of digital illustration methodology, with deliberate contrast between hard geometric architectural contours and more organic flowing forms suggesting landscape, clouds, or decorative motifs. The overall atmospheric resonance evokes celebratory commemoration, cultural pride, and sophisticated contemporary interpretation of historical visual traditions through the lens of modern graphic design sensibility.

The design team used 2.5D style to draw the three major architectural clusters in the Summer Palace, covering more than 20 traditional Chinese buildings in total, using black, red, and green colors to create a colorful visual experience. We also introduced the concept of "Small Hand-carry", hoping that visitors can easily play around the Summer Palace, holding the history in the palm of their hands, taking the beauty of the scenery at their fingertips, and carrying good gifts in their hands.