Unveiling the Shallot: A Unique Design Approach by Zhu Sha

Exploring the Inspiration, Uniqueness, and Realization of the CFDG Young Director Support Program's Visual Identity

Shallot, the visual identity designed by Zhu Sha for the CFDG Young Director Support Program, is a symbol of vitality and bravery. The image of a shallot is synonymous with youth, newborn, and vigor in Chinese culture. It also carries a spicy flavor, symbolizing the brave spirit of young directors. Zhu Sha's design approach is a direct and powerful visualization of the support that the China Film Directors’ Guild offers to young directors.

The unique properties of this design lie in its direct association with the event it represents. The CFDG Young Director Support Program is a gathering of high-quality films and professionals in the field, offering systematic and professional guidance for young directors. Zhu Sha's design, including the logo, posters, and extended design of a series of activities for this event, reflects this purpose.

The design was realized through in-kind shooting, freehand sketching, and vector painting. The poster size is 297mm x 420mm, providing a substantial canvas for the design to be displayed. The design process involved several drafts, with the final image of a shallot chosen to convey the integrated concept of the event.

The design project began in December in Beijing, China. It included the film fest, venture capital investment ceremony, and web part. The design process involved research and overcoming creative challenges. The challenge was to deliver a strong and effective concept for the project that would also be easily identifiable. The result is the Shallot design, a fresh and remarkable visual identity for the CFDG Young Director Support Program.

The Shallot design has received recognition for its innovative approach. It was awarded Silver in A' Graphics, Illustration and Visual Communication Design Award in 2017. This award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. The Shallot design, admired for its strong technical characteristics and splendid artistic skill, showcases a remarkable level of excellence and introduces positive feelings, amazement, and wonder.

In conclusion, Zhu Sha's Shallot design for the CFDG Young Director Support Program is a testament to the power of innovative design in event promotion. It is a unique visual identity that effectively communicates the purpose and spirit of the event it represents.