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获奖作品赏析
获奖作品赏析



IAI智造奖-金奖 Intelligent Manufacturing Award-Gold Award

项目名称:石家庄中央商务区品牌设计 / Brand Design of Shijiazhuang Central Business District

获奖者

王凤求 / 中国 JACK WONG / China

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项目简介:


石家庄中央商务区位于 “一环核心区域”,总规划面积约2.6平方公里,被市委、市政府确定为“1号工程”,定位是集商务、金融、商贸、文化、旅游、休闲于一体的升级版城市级商务商业中心。

作为因铁路而兴的现代之城,国家综合交通枢纽。石家庄建城史,及城市的发展都与“路”有着不解之缘。京汉、正太两条铁路于此交汇,成为石家庄城市生长的原点;大石桥见证其百年历史风云,石家庄可谓“因桥知名、因路而生”。石家庄中央商务区Logo在设计之初,从“道路”之中汲取灵感,由近及远看去,一条道路就如同三角形不断向前延伸,看不到尽头,仿佛穿越时光之旅。作为京津冀城市群的重要一级,以地图上京津冀城市的位置关系连线得出的三角形作为logo的基础元素,体现京津冀国家级城市群中,石家庄的重要角色和使命。在几何中,三角形是最稳固的图形;在社会科学中,又有着稳固中求变的内涵;在视觉联感上,三角形颇有萌动人情的灵性作用,不仅有醒目的形态象征,还具有紧密与合作的交际意义。整体图形为一个抽象化的“石”字,采用放射形构图,使得图形有更强的视觉冲击力及美感,同时向广大的市民传达更新的石家庄城市形象语言,使生活在石家庄的人们感受到城市向前、永不停歇的脚步及城市建设者们对未来的美好期许。由于品牌设计介入较早,首次实现了以平面视觉符号整合项目建筑及环境设计的方案,在建筑及环境中体现品牌视觉符号,这样的举措使得整个项目得以实现整体视觉感官上的统一识别性,对于此种开发周期长达10多年之久的城市中心超大体量复合型项目,这样大范围深入的视觉整合对于我们也是首次,在后续的项目呈现中,将对视觉符号进一步深入延展并导入到城市中,实现设计为城市赋能的初衷。


The Shijiazhuang Central Business District islocated in the "Core Area of the First Ring Road", with a total planned area of about 2.6 square kilometers. It has been designated as"Project No. 1" by the Municipal Party Committee and the MunicipalGovernment. It is positioned to integrate business, finance, commerce, culture,tourism and leisure. Upgraded city-level business center.

As a modern city prospered by railways, it is a national comprehensivetransportation hub. The history of Shijiazhuang's construction and thedevelopment of the city have an indissoluble bond with the "road".The two railways of Jinghan and Zhengtai converged here and became the originof Shijiazhuang's urban growth; Dashiqiao witnessed its century-old history, Shijiazhuangcan be described as "being famous for the bridge and born for theroad." At the beginning of the design of the Shijiazhuang Central BusinessDistrict Logo, inspiration was drawn from the "roads". From near tofar, a road is like a triangle extending forward, with no end in sight, like ajourney through time. As an important level of the Beijing-Tianjin-Hebei urbanagglomeration, the triangle drawn from the location relationship of theBeijing-Tianjin-


Hebei cities on the map is used as the basic element of thelogo to reflect the important role and mission of Shijiazhuang in thenational-level Beijing-Tianjin-


Hebei urban agglomeration. In geometry,triangles are the most stable figures; in social sciences, they also have theconnotation of seeking change in stability; in terms of visual linkage,triangles have the spiritual effect of sprouting human feelings. They not onlyhave eye-


catching form symbols, but also have closeness. The communicativemeaning of cooperation. The overall graphic is an abstract "stone"character, using a radial composition to make the graphic have a strongervisual impact and beauty, and at the same time convey the updated Shijiazhuangcity image language to the general public, making people living in Shijiazhuangfeel The city is moving forward, never stopping, and the city builders' goodexpectations for the future. Due to the early intervention of brand design, theplan of integrating the project's architectural and environmental design withplane visual symbols was realized for the first time, and the brand's visualsymbols were reflected in the building and environment. This measure enabledthe entire project to achieve a unified visual sense of identity. For this kindof urban center super-large complex project with a development cycle of morethan 10 years, such a large-scale and in-depth visual integration is also thefirst time for us. In the subsequent project presentation, the visual symbolswill be further extended and imported into In the city, realizing the originalintention of design for city empowerment


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