BranD No.79: As Local as Possible

Each themed edition of BranD showcases brand work and design. An excellent reference publication for anyone working in commercial or brand-based design, as well as those working in graphic design more generally. Plus, it often features innovative print finishing techniques.

In this issue:

As the momentum of globalization slows, the vibrant energies within local cultures are coming to the forefront. Local visual elements are gradually emerging from the periphery to the center, becoming an indispensable part of design. To get rid of homogenization in the field of design, designers are keen to explore visual elements within local culture. With the theme “As Local as Possible,” BranD 79 explores the sustainability of visual elements hidden in Chinese culture from the perspective of designers.

Selling Points:

1. Think by Think: How to Activate Local Culture?
Regional art festivals can activate local culture. In this section, the editorial team invited Feng Ding, the chief curator of the “Dianchi Art Season,” Qian Sun, the chief curator of the “Art at Fuliang” and “Art at Qiaoshan: Art Field Nanhai, Guangdong,” and XiaochuXian Wu, the chief curator of the “Guangzhong Margons Arts Festival.” They shared the decisive factors of art festivals, such as open, themed research, venue selection, artists, and the sustainability of the art festival.

2. The Visual World of Ku Shulan
The thickness of a piece of paper is around 0.1 mm. Who can trigger a storm of innovation within it? Ku Shulan did. She is the first Chinese artist to be honored by UNESCO as a “Master of China Folk Art and Crafts,” an inheritor of the intangible cultural heritage of paper-cutting, and an artist who has advanced the innovation of paper-cutting. Jing Han, Ku’s apprentice, analyzed the theme and creative concepts, techniques, color schemes, and narratives in Ku’s artwork during the interview. The magazine features 14 works of Ku, inviting readers to her wonderland.

3. Inspiration and Innovation
In this issue, the editorial team interviewed six groups of designers to learn about the inspirations and innovations they gained from Chinese elements:

• Wei Hong: Answers Hidden in Chinese Calligraphy

• Chengming Liu: Weaving a Future with a Maze Naze

• Yao Yang & Susu (1983Asia): Converting Traditional Patterns

• Juntao Liu: A New Take on Classical Arts

• Sibo Liu: Modern Interpretation of Intangible Cultural Heritage

• Yi Zhong: Revitalizing Hanfu

4. Chinese Elements Bridge Cultures
How do Chinese illustrators who integrate Chinese and international cultures present traditional Chinese elements in their works? How do ancient Chinese themes and traditional culture inspire international creators? The magazine discussed this in detail. Six groups of illustrators, including Vicki Zhang and M.Y from China, as well as international creators including Brandon Collins-Green and Maria-Luisa Uth, to have an in-depth discussion.

5. 34 Works with Sustainable Visual Elements
The magazine featured a total of 34 works by 10 groups of designers, covering projects such as VI design for brands and exhibitions, packaging design, poster design, and experimental design. Besides, it shared signboard designs with local characteristics, as well as contemporary presentations of woodblock printing and Jiama. The designers shared ways to activate Chinese elements for sustainable application in visual design.

6. Six Book Jackets of the Magazine
The six book jackets of the magazine featured 6 works by the designer CC Tong respectively. The illustrations with local characteristics provide readers with a vivid and interesting experience. The cover was printed with the spot colors green-blue (Pantone 326) and fluorescent pink (Pantone 806C). The visual impact brought by the collision of the warm and cool tone colors catches readers’ eye.

7. Imitation Dragon Scale Binding
Dragon scale binding is a traditional method of bookbinding in China. In response to the theme “As Local as Possible,” the editorial team imitated the structure of dragon scale binding to present the designers’ insights on the contemporary presentation of traditional elements. Additionally, the “divine beasts” created by the designer Yidong Cai were featured within the pages.

8. Covermount: Two Posters (430 × 580mm)
A tear-off, double-sided poster is inserted in the magazine. Two of M.Y’s works, Dragon Conser and Snake Glove, were printed in the front and back of the poster. Another poster presents the work Fantasies Behind the Pearly Curtain by Mengsha Wang, a pioneering female artist of Chinese ink painting. The large size of the posters allows readers to appreciate more details of the artworks.