SUMMER PALACE TOUR Brand Design

Beijing Jiaotong University's commemorative brand design operates as a sophisticated visual lexicon translating architectural heritage into contemporary graphic communication, wherein each illustrated element carries layered cultural significance beyond mere representation. The isometric rendering approach itself functions symbolically, suggesting ordered comprehension of complex spatial relationships while maintaining accessible clarity, perhaps metaphorically reflecting how cultural heritage can be systematically understood and transmitted to contemporary audiences. The chromatic program carries substantial symbolic weight wherein vermillion and red tones traditionally signify celebration, good fortune, and ceremonial importance within East Asian visual culture, while gold accents suggest imperial association, prosperity, and enduring value. The celadon green passages evoke classical ceramic traditions and garden aesthetics, suggesting harmony between constructed and natural elements fundamental to traditional landscape philosophy. Circular logo forms invoke wholeness, completeness, and cyclical time, appropriate for anniversary commemoration marking continuity between past and present. Architectural elements including pagodas traditionally symbolize spiritual aspiration and cosmological ordering, their vertical emphasis suggesting connection between earthly and celestial realms. The numerical integration within the identity system marks temporal significance while the systematic repetition across applications suggests institutional permanence and careful stewardship of cultural heritage. The diagonal arrangement of materials creates dynamic energy suggesting vitality and forward movement while honoring traditional subject matter, perhaps embodying the concept of living heritage that remains relevant across generations. Water-like flowing forms within the illustrations may reference the lake features central to the actual site, symbolizing reflection, tranquility, and the philosophical importance of contemplative space within traditional garden design philosophy.

The design team used 2.5D style to draw the three major architectural clusters in the Summer Palace, covering more than 20 traditional Chinese buildings in total, using black, red, and green colors to create a colorful visual experience. We also introduced the concept of "Small Hand-carry", hoping that visitors can easily play around the Summer Palace, holding the history in the palm of their hands, taking the beauty of the scenery at their fingertips, and carrying good gifts in their hands.