03品牌化的空間視覺呈現(xiàn)

BrandedSpatialVisualPresentation

玉鳥集的LOGO脫胎于良渚遺址的出土文物玉鳥，以四個簡約的扁平感圓形圖案組合成為了抽象的“玉鳥”形象。宇合光年將其原始圖形進行提取、演變，應用于街區(qū)隨處可見的導視、標識、城市家具與氛圍小品中，在玉鳥集空間中強化著品牌的核心符號。

The logo of Bir Land is derived from the “Jade Bird”, a cultural relic discovered from the Liangzhu archaeological site. It is composed of four simple and flat circular patterns, forming an abstract representation of the “Jade Bird.” The core of the brand has been reinfored by applying logo to singage, urban furniture and atmospheric ornaments all around the streets.

未來將在核心區(qū)域的廣場和公園上用玉鳥集的LOGO圖形為創(chuàng)造母題，提取其中的設計語言，杭州步行街設計以不同的材質(zhì)創(chuàng)作出具有標識性的雕塑和裝置作品。以藝術(shù)作品天然的昭示性，塑造社區(qū)公共記憶的重要符號。

Later, the logo will serve as the creative theme for the plaza and park in the core area. Significant symbols that shape the collective memory of the community will be created by extracting its design language and adopting different materials.

宇合光年還以此圖形為藍本進行多種延伸——可以從扁平到漸變立體，也可以將色塊轉(zhuǎn)化為載體性質(zhì)，以此變化出不同的畫面風格，在既有的視覺框架體系內(nèi)將趣味性與文化符號進行再不斷的演繹，最終形成了針對不同區(qū)域、不同時節(jié)、不同載體的品牌物料。

Funconnection further extends the logo in various ways. This includes transforming the flat form into a gradient 3D form or using color blocks as carriers to create different visual styles. Thus, the brand material for different areas, seasons, and mediums finally get done through reinterpreting the interestingness of the cultural symbols within the existing visual framework.

顛覆了以往商業(yè)中相對強勢直接的宣導，玉鳥集轉(zhuǎn)而以將宏大的藝文滲透進隨處日常可見的視覺符號之中。在玉鳥集，建筑、景觀、空間、視覺、裝置、燈光等等都成為藝文的介質(zhì)，構(gòu)成為玉鳥集品牌敘事的重要組成部分，以宜人的自然風光和松弛的度假氛圍療愈著每一個疲憊又緊繃的人。

By infusing grand artistic and cultural elements into everyday visual symbols, branding seeks to promote in a non-traditional and indirect manner. In Bir Land, architecture, landscapes, spaces, visuals, installations, lighting, all become mediums of artistic expression, constituting an essential part of the brand. With its pleasant natural scenery and relaxing atmosphere, Bir Land offers a healing experience for everyone who is weary and stressed out.

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