China in the Classics: A Cultural Odyssey Through Design

Reviving Ancient Wisdom in Modern Visual Language

The creative minds behind this project, Zhou Haiwen, Che Shilong, and Guo Cheng, have crafted an advertising design that encapsulates the essence of the program. By using books as the central motif, they have created a visual representation that is not only the face of the program but also a vital vessel for the transmission of knowledge. The design's deconstructionist approach and graphic expression allow for immediate comprehension across diverse cultural backgrounds, enabling a deeper understanding of Chinese literature and the stories it carries.

What sets "China in the Classics" apart is its unique blend of cultural seminars, drama, and visualization. This approach illuminates the profound stories behind China's most revered classics, showcasing the nation's intellectual heritage and the core ideologies that have shaped its culture. The program is a testament to the enduring wisdom, ethos, and values embedded in these ancient texts, presented in a format that is both educational and entertaining.

The design team has employed a visual language that draws on a rich tapestry of Eastern and Western ancient books, such as bamboo slips, thread-bound books, parchment scrolls, and hardcover editions. These historical references are reimagined into accessible visual symbols, allowing viewers to connect with the historical sentiments and explore the narratives behind the graphics. The use of special tactile paper and traditional Chinese calligraphy further enhances the sensory experience, grounding the design in authenticity and respect for the source material.

The project's technical prowess lies in its ability to communicate complex ideas through simplified visual cues. The design team has meticulously referenced a vast array of ancient texts, distilling their essence into a visual lexicon that speaks to audiences of varied cultural backgrounds. Whether it is the Chinese character dictionary woven into the book lines or the English rendition of "The Classics," the design invites a universal engagement with the spirit of the program.

Launched in 2022 and continuing to gain traction, "China in the Classics" represents a significant undertaking by China Media Group. The project's success is a result of overcoming creative and technical challenges, ensuring that the design aligns with the program's spirit while serving as a universal beacon of knowledge inheritance. The design's ability to quickly convey meaning and impart stories of Chinese books and the Oriental spirit is a triumph of cross-cultural communication.

The accolades received by "China in the Classics," including the prestigious Bronze A' Design Award in Graphics, Illustration, and Visual Communication Design, underscore its excellence in marrying art, science, design, and technology. This recognition celebrates the project's contribution to enhancing quality of life and fostering a better understanding of the world's rich cultural heritage.