THE HEART OF PAINGTING

Visual Identity Design / Brand Design / 3D Modelling
Tian Xu
2020

The Heart of Painting is a design project for the Zhejiang University Museum of Art and Archaeology with the goal of making young people fall in love with history. I chose traditional Chinese ink, cinnabar, and rouge colors to create a visual style that combines tradition and vitality, and designed logo, VI system, derivative products, and the mascot.

LOGO

The logo is inspired by the ancient seal script character for painting "画" (huà), which is internally morphed into the shape of a heart, a method used since ancient times to create Chinese characters by combining meanings. The visual style is further enriched with calligraphic strokes.

Grid Coordinate Mapping of Logo

Logo Grid Drawing Specification

The Yin-Yang Pattern of the Logo

Non-intrusive Scope of the Logo

Application of Logo in Different Color Environments

MASCOT

As an extension of the logo, the mascot Little Heart  keeps the heart feature but transforms its outline into that of a traditional Chinese scroll. I built the 3D model of the mascot using wood and glass materials, which represents a calm and smart character.