In the era of internationalization, when tradition and modernity collide, how to build a more modern brand image of traditional history museums? How to improve the international reputation of its brand and attract more young tourists?
The Palace Museum, which we often call the "Forbidden City", was built in 1420. In 1925, the Forbidden City opened its doors to the public and became a history museum that is now the Palace Museum. The project aims to preserve the traditional historical elements of the Forbidden City while giving it more modern elements in order to cater to the tastes of international/young tourists. I was inspired by the traditional architecture and cultural characteristics of the Forbidden City, and provided a new image for the Palace Museum in a more modern way.
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在国际化的今天，传统与现代相碰撞的时代，如何赋予一间传统历史博物馆更为现代化的品牌新形象？如何提高品牌国际知名度以及吸引更多的年轻观光客？故宫博物院，我们常称“故宫”，始建于1420年。1925年，故宫向公众敞开大门，成为一家历史博物馆即如今的故宫博物院。该项目旨在在保留故宫传统历史元素的同时赋予其更为现代的元素，以便迎合国际化/年轻化游客的品味。在设计该项目时我受到了故宫传统建筑和其文化特点的启发，以更为现代的方式为故宫博物院提供了一个全新形象。
The LOGO design is inspired by a bird's-eye view of the Forbidden City. The winding road symbolizes the six hundred years of history in the Forbidden City. The concept of solemn lines and engraving highlights the impossibility of the Forbidden City in the long history. At the same time, the complex elements of the original LOGO are simplified, aiming to reshape traditional historical brands with more modern aesthetics and techniques, making the Forbidden City an international museum that attracts young people more.
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LOGO设计灵感来源于故宫建筑群鸟瞰图，蜿蜒的道路象征着在故宫沉浮六百年的历史；亦受到皇帝玉玺的启发，庄重的线条与印刻的概念突出了故宫在历史长河中无法撼动的地位。同时简化原有LOGO复杂的元素，旨在以更加现代的审美与手法重塑传统历史品牌，使故宫成为一个更加吸引年轻人的国际化博物馆。
