CRCRTA: Redefining the Visual Identity of Radio and TV Art

A Government Department's Journey towards a Unique Branding

What sets CRCRTA apart is its innovative approach to corporate identity. The design concept draws inspiration from the three primary colors of TV - red, green, and blue. The logo itself is a camera symbol composed of three geometric figures. The two rectangles represent the filters and paper used in the radio and television art industry, while the triangles symbolize lenses or speakers. This integration of signs and words creates a visually striking and surrealistic effect, reminiscent of the creative techniques used in film and television art montage.

The logo design combines graphics and text, with the abbreviation "CRCRTA" penetrating the graphics from left to right, symbolizing the concept of communication in radio and TV art. This creative approach not only reflects the essence of CRCRTA but also creates a cohesive brand image that embodies the integration of radio and television art.

One of the notable features of this design is its flexibility in terms of size. The visual identity has no fixed dimensions and can be adapted to various media and packaging requirements, making it versatile and adaptable.

The project, led by designers Zilong Chen and Chao Yang, commenced in Hangzhou, Zhejiang Province in July 2021 and was completed in December 2021. Extensive research was conducted to ensure the concise graphic expression of radio and television art, taking into account the unique characteristics of the industry and its content. The logo represents CRCRTA's role in multidimensional cultural dissemination through the display of television art works, collation of literature data, and research in science and art.

The design process was not without its challenges. The task of finding representative symbols and language for the Radio and TV Art and Research Center required careful consideration and creativity. However, the designers successfully overcame these challenges, resulting in a visually captivating and meaningful logo that captures the essence of CRCRTA.

The exceptional design of CRCRTA has been recognized with the prestigious Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2022. This award is a testament to the outstanding creativity and resourcefulness exhibited in this design, showcasing strong technical and creative skills that contribute to improving the quality of life and making the world a better place.