晋江文旅
DESIGNER: aloo
YEAR: 2019
CLIENT: 晋江文旅集团
晋江文旅集团,旗下涵盖旅游、文化、教育、体育、地产等多个板块。作为晋江的窗口,文旅集团多元、开放且包容。整个品牌调性需要稳定且有地方特色。 通过对闽南古厝的解构、对建筑造型的提炼,对建筑引申出家的理解,重新构建出以“古厝”为主要形象特征的视觉符号。 新的“古厝”被格栅填充,格栅的意向来自于“古厝”的石窗,透过它,历史的剪影像在棱镜下被折射出来,若影若现。不同的视角呈现出不一样的景象 ,呼应了晋江文旅集团作为晋江文化窗口的特点。格栅粗细变化,产生一定的流动感,传递出晋江人的爱拼敢赢、积极进取的海洋精神。
Jinjiang Cultural and Tourism Group, covering various sectors such as tourism, culture, education, sports, and real estate, serves as the window of Jinjiang. The group is diverse, open, and inclusive. The overall brand tone needs to be stable and carry local characteristics. Through the deconstruction of Minnan ancient houses, the refinement of architectural forms, and an understanding derived from the essence of homes in architecture, a new visual symbol is reconstructed with “ancient houses” as the primary feature. The new “ancient houses” are filled with grids inspired by the stone windows of the ancient houses. Through these grids, the historical silhouette is refracted under the prism, appearing as if it is there and not there. Different perspectives present different scenes, echoing the characteristics of Jinjiang Cultural and Tourism Group as the cultural window of Jinjiang. The variation in grid thickness creates a sense of flow, conveying the Jinjiang spirit of “daring to strive and actively forge ahead” in the oceanic context.