Reprinted from the official account: logo design vision
2022, the Golden Horse Awards entered its 59th session. This year, Liu Gengming once again invited the design team Bito, and joined hands with Chen Xinfa, the texture teacher of the last "Outstanding Film Worker of the Year" to create the main vision for "Golden Horse 59", and try to visualize the film creation and shooting process.
Golden Horse 59 main visual horizontal and vertical designs
Golden Horse 59 main visual highlights
"Golden Horse 59" main visual poster is divided into two designs: vertical and horizontal. If you look at it from the dynamic image, there is a wonderful idea hidden inside. The two seemingly unrelated posters actually have a "mutual conversion" relationship.
design team Bito cleverly uses the abstract "59" font to form the golden horse totem. If its 90-degree plane is flipped, it will instantly become a three-dimensional golden horse font with imprints. Seeing the true appearance behind the dazzling work is a trace of the efforts of countless film workers.
In order to accurately present this visual surprise, Bito also specially created a bidirectional digital sculpture to simulate the effect of testing the change of perspective.
Golden Horse 59 main visual vertical version
Golden Horse 59 main visual horizontal version
main visual tone, boldly choose bright orange to bring out a bold and vibrant atmosphere; the font is presented in ssans serif, allowing the overall vision to balance between modern and grand atmosphere.
Chen Xinfa integrates the film live texture
Three-dimensional golden horse font shaping is done by Bito, and the surface texture is handed over to the Frank texture creation team led by Chen Xinfa to play.
Texture teacher Chen Xinfa
In order to restore the atmosphere and situation of the filming scene, the creative team reproduced the water stains of spray paint, marks of positioning tape, wear and scratches of the apple box and equipment that supported the crew to step on the black background, as well as various texts and marks that were visible on the scene, overlapping layers of silent journeys that were invisible in front of the screen.
The reason why black is used as the background also means paying tribute to the staff behind the scenes. They often wear black clothes at the shooting site, in fact, to avoid light reflections so that the effect presented by the picture is more perfect.
This year's main vision is titled "Gaze Traces: How to Coexist with Changes and Unknowns", and transforms the hard work and training that the filmmakers have put into the film into the real traces of the main visual.
Let’s review the main visual design of the Golden Horse Awards in recent years.
Golden Horse 58 main visual design
Last year, in order to echo the theme of "focus", the design team Bito took "movie lens" as the creative inspiration. In the three main visual series posters designs, it deliberately did not borrow movie images as the main element, but instead used the promotion trajectory of "single lens" and "continuous lens" to interpret the two words "price, 58 numbers and golden horses, and rebate the dynamic feeling in the focus process of the lens with local blur and clear transformation.
The detailed backlighting process symbolizes that both the film workers in front and behind the scenes are indispensable elements in the creation process, and they complement each other in the outside and within, so as to achieve the birth of a film work.
Golden Horse 57 main visual design
Golden Horse 57 main visual assembly of life photography from the public in the first half of that year, and invited actors shortlisted for the Golden Horse Awards the previous year to provide their daily records. The poster transforms handwritten notes such as scenes, characters, plots, dialogues, objects, etc. in the movie, as well as traces such as the shooting site, into visual elements.
Golden Horse 56 main visual design
inspired by American photographer Randal Ford's "Dark Horse" series, extends the main visual poster.In the design, boldly use a thicker black tone to express the filmmaker's journey of exploring himself and working hard to create: it also symbolizes the audience's joy of exploring the film through the light in the dark. In addition to the rich tones, every inch of the dark horse is a trace of Jie Ao's unharmedness, symbolizing the filmmaker's enthusiasm and persistence for creation.
Which main visual design do you think is the best?
This article is reproduced from the WeChat public account: logo design vision, information comes from: Jinma Film Festival, copyright belongs to the original owner, this article is for sharing and communication only. If there is any infringement, please contact me to delete it, thank you!
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