Recently, at the first China-Central Asia Education Ministers' Conference held in Urumqi, Xinjiang, the "Study in China" brand image and the new visual system of the comprehensive service platform for studying in China completed by the Study Abroad Service Center of the Ministry of Education (China) and the Central Academy of Fine Arts were officially released to the world.
This visual upgrade aims to create a new national official image of the "Study in China" brand, which is deeply in line with the national cultural strategy and international education service needs. This indicates that China will continue to convey the concept of "openness, equality and inclusiveness" to the world, once again issue a sincere invitation to study in China, and unswervingly move towards the construction goal of "making China a major study abroad center in the world and a study abroad destination for outstanding young people in the world" with more international study abroad education and services.
The "Study in China" brand image upgrade project, led by Professor Wang Chuan of the Central Academy of Fine Arts, and composed of master's and doctoral students from the Department of Printmaking, the School of Design, and the School of Urban Design, took the international dissemination of the national brand as the height, re-comprehended the essence of traditional Chinese culture, and broke through the simple extraction and appropriation in the method. Finally, the "Red Mountain Jade Dragon" carrying the wisdom of the millennium is used as the image source, and the main logo graphic of "Study in China" with the initial C of China in Western is completed. According to the characteristics of the brand's fields, the image is warm and heavy, rational and humble, with a dual image of acceptance and tolerance. In terms of color system, colors with traditional Chinese aesthetic characteristics such as coral red and turquoise green are used.
The standard font is based on friendly and solemn bold fonts, absorbs the characteristics of traditional Chinese calligraphy, pays attention to the echo of the main graphic in the change of word corners, helps strengthen the dissemination of text semantics with design language, highlights the willingness and confidence of Chinese education in the new era to embrace the world, and injects visual vitality and strong communication power into the brand image of studying in China. The team made full use of artistic means to strengthen dynamic extension, adapt to digital communication scenarios, and realize the perfect combination and symbiosis of Chinese graphics and Chinese and Western languages, ensuring the unity and adaptability of the brand in various communication scenarios.
"Study in China" brand image Central Academy of Fine Arts team
Academic Supervisor: Lin Mao
Main designer: Wang Chuan
Project coordinator: Yang Xi, Zheng Yuyao, Yang Qingyi
Design team: Li Xueqi , master's student of the Central Academy of Fine Arts
Xu Tengzan is a doctoral student at the Central Academy of Fine Arts
Yang Kun is a master's student at the Central Academy of Fine Arts
CG animation production: ROOMs Studio
Director: Liu Di Doctoral student at the Central Academy of Fine Arts
Producer: Wang Siyou
Producer: Zhu Hongshu, Zhu Weinan, Hu Yunpeng
