XYG Window: Fusing Ancient Literati with Modernity

A Visual Identity Design by Xinyue Guo

Fusing elements from ancient literati with modernity, XYG Window is a visual identity design and web interaction project that seeks to demonstrate the feasibility of creating modern visual communication based on traditional art and cultures. Inspired by the ancient Chinese literati seal font and the window designs of Suzhou's classical gardens, XYG Window pays homage to China's artistic culture and heritage.

By deconstructing the characters and reorganizing the strokes in the style of traditional seals, XYG Window breathes new life into classical aesthetics. The design eliminates decorative elements to embrace modern simplicity and incorporates the Fibonacci spiral for a polished touch. On the webpage, the yin and yang spaces are leveraged as navigations, providing an immersive experience for visitors.

True to form, the corresponding logo, tangible products, and the studio's website home page serve as a window through which prospective clients can see XYG Studio's design style. The visual identity design showcases the studio's commitment to cultural modernity and visual communication.

With the digital design, users can explore the origin story behind the brand's visual identity and use the yin and yang navigation buttons to delve deeper into the website. This allows visitors to immerse themselves in China's rich cultural heritage, which is at the cornerstone of XYG Studio. The tangible design, on the other hand, allows users to intuitively experience the "Yin" and "Yang" spaces in the identity by interacting with the products.

The XYG Window project was initiated in early 2019 in New York and was completed in 2022. It was recognized as a notable mention in the Core77 Design Awards 2022, highlighting its innovative approach to visual identity design.

XYG Window is a testament to the power of integrating traditional art and cultures into modern design. By enriching the visual diversity in digital design, this project helps preserve and inherit our shared cultural heritage. It sets the stage for future designs that embrace cultural identity and create a more inclusive visual landscape.

Image Credits: Xinyue Guo

Awards and Accolades: XYG Window was awarded Iron in the A' Graphics, Illustration, and Visual Communication Design Award in 2023. This prestigious award recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements. XYG Window's integration of industry best practices and competent technical characteristics contribute to a better world.