Animal Deadee: A Stamp Illustration with a Cause

Southwest Forestry University's Award-Winning Design Advocates for Endangered Species

The "Animal Deadee" project was initiated in March 2020 and completed in January 2021 in Kunming, China. The design team, comprising Sun Yi, Yao Xinnan, and Yang Xiaoran, faced the creative challenge of transforming concrete animals into two-dimensional abstract paintings with national characteristics. The design realization technology involved drawing stamp manuscripts, electronically color separating, electronically imposing, and plating to complete the plate making, and finally, offset printing.

The design's unique properties lie in its originality and purpose. While there are many animal-themed stamps in China, "Animal Deadee" is the first to be dedicated to rare animals endemic to Yunnan. The design was created to commemorate the 2021 International Biodiversity Conservation Summit held in Yunnan, and it aims to spread the Chinese government's concept of environmental protection, calling on the world to care for the earth's home.

The stamps' dimensions are 40mm in length and 30mm in width. Each stamp features an illustration of an animal, which is intended to remind viewers of the 15th Conference of the Parties to the United Nations Convention on Biological Diversity in Yunnan. The illustrations reflect the local ethnic identity and cultural diversity, aligning with the theme of biodiversity.

The "Animal Deadee" design is not just a visual treat but also a tool for environmental advocacy. The designers hope that the stamps will evoke human love for endangered animals and nature. The design research involved designing a lot of souvenirs for the biodiversity conference, but the team found that stamps, with their collection value and widespread reach, were the ideal choice for sustainable publicity.

The design's significance and excellence have been recognized with a Silver A' Graphics, Illustration and Visual Communication Design Award in 2022. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. "Animal Deadee" indeed embodies these qualities, showcasing a remarkable level of excellence and introducing positive feelings, amazement, and wonder.