Westlake Impression: Blending Culture and Design

Creating a Unique Visual Identity for Impression West Lake

Impression West Lake, a renowned performing arts brand, has captivated audiences with its mesmerizing performances blending Chinese and Western elements. In this project, designer Chao Yang aimed to create a visual identity that reflects the brand's essence without relying on a traditional logo.

The inspiration for the design came from the performance itself, which takes place on a square stage submerged just below the surface of the iconic West Lake. This stage, along with the window for urban cultural promotion, became the main concept for Chao Yang's design.

One of the unique aspects of this project is the decentralized design approach. Instead of relying on a logo as the central visual element, the design team focused on creating a system of graphic elements that form an identity for Impression West Lake.

The design has successfully enhanced the recognition of the brand image and garnered favor from customers. It was even selected by the State-owned Assets Supervision and Administration Commission of the People's Republic of China as a "Typical Case of 100 State-owned Enterprise Brands in 2021." The dynamic performing arts video created for the project has been widely shared and praised by design and video enthusiasts.

Combining stage works with vibrant sound and lighting, as well as incorporating reflections on the water's surface, the design creates a unique visual art effect that weaves together Chinese and Western influences. The result is a visually stunning representation of the performances that take place on the West Lake.

The project began in Hangzhou in August 2020 and is set to be presented in April 2022. Impression West Lake, created by the "Iron Triangle" team of directors Zhang Yimou, Wang Chaoge, and Fan Yue, is not only a performing arts company but also a real landscape performance that has received acclaim from millions of audience members.

Overcoming the challenge of capturing the essence of the brand, the design team discovered that the most memorable aspect of Impression West Lake was the square stage hidden in the waters of the lake. The actors' performances on this stage, accompanied by enchanting music, create a magical experience for the audience.

Impression West Lake's design has received recognition for its creativity and innovation. It was awarded the Iron A' Design Award in 2023 in the Graphics, Illustration, and Visual Communication Design category. This prestigious award is given to designs that meet professional and industrial requirements while also providing fulfillment and positive feelings.

With its unique visual identity and captivating performances, Impression West Lake continues to enchant audiences and showcase the beauty of Chinese culture.

Project Details and Credits

Project Designers: Chao Yang
Image Credits: Chao Yang
Project Team Members: Chao Yang
Project Name: Westlake Impression
Project Client: Chao Yang

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