GUARDIAN ART BOOK FAIR 2021
嘉德国际艺术图书展
DIRECTOR: Zhu Chao
DESIGNER: Zhu Chao, Sun He, Feng Mingzhe
MOTION POSTER: Li Huang, Huang Jia
YEAR: 2021
CLIENT: Guardian Art Center
The starting point of visual design work is to capture the existence of art books in daily life, and books are always full of emotions. A page of textured paper hides words that express ideas; An image that conveys emotion is like a 3D-dimensional object, but seems to be a virtual negative existence. These are our insights into the existence of “Books”.
The image of the book fair focuses on two key points, one is “books”, the other is the “site of the book fair”, that is, the place where the sponsor is located, which is also the source of the visual differentiation of the image of the book fair. The exterior of the building is extracted into a stacked book image, with words surrounding the negative exterior of the “empty” building. The layout of words is arranged according to the external shape of the building, creating a new form. All visual images are then expanded accordingly.
书展形象着重表达两个重点，一是书，二是书展的场地即主办方，也是本届书展形象视觉差异化的源头。嘉德艺术中心位于老北京的心脏，由德国知名建筑师奥雷·舍人设计，立意以当代视野去融合历史与传统。建筑上部通过大尺度与北京现代城市相呼应，下部以像素化的体量，从纹理、颜色和繁杂的规模与建筑周边的胡同肌理相融合。正如老舍先生所言“老北京的美在于建筑之间有‘空儿’，在这些‘空儿’里有树有鸟，每个建筑倒不需要显示自己”，于是在书与建筑之间我们找到了某种契合。
通过对建筑外形体块的提取，形成了书本堆放意象的图形，文字于“空”的建筑负形外部环绕，文字排版依附于造型，形成了新的造型，所有视觉依此展开。
