After 39 years, the splendid "hundred flowers" will bloom again in Rongcheng. On July 2, the press conference of the 37th Popular Film Hundred Flowers Award Ceremony was held in Beijing, announcing that this year's Popular Film Hundred Flowers Award will be held in Chengdu from August 2nd to 4th, and the main visual design of this year's Hundred Flowers Award was released on the spot.
Compared with the main visual of previous years, what ingenuity and creativity of designers are brought together in this year's work? What local cultural elements of Chengdu are incorporated? And how to reflect the deep integration of film art and urban humanities? In this regard, Wang Hongwei, a permanent professor and doctoral supervisor of the Department of Visual Communication of the Academy of Arts and Design, Tsinghua University, accepted an exclusive interview with Kandu News.
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Reporter: What was the initial inspiration for the main visual work of the Hundred Flowers Award?
Wang Hongwei: We have done a lot of research work on the "Hundred Flowers Blooming, Hundred Schools of Thought" of the Hundred Flowers Award and the historical and cultural origins of Chengdu in the early stage, and have found these keywords for the integration of the Hundred Flowers Award and Chengdu elements.
Professor Wang Hongwei gives lectures to students
The first is historical traditions. Among all the film awards in China, the Hundred Flowers Award for Popular Film is probably the oldest of the Chinese film awards and one of the most trusted awards by moviegoers. I think the 37th Hundred Flowers Award fell into Chengdu, and I think it is also a blessing for Chengdu, and Chengdu meets "Hundred Flowers", which has a special meaning in my opinion.
The second is the cinematic element. What is a movie? In my understanding, cinema is the world of "dreaming". When people walk into the cinema, they are transported to a dreamy spiritual world, so I use colorful colors in the design to echo the colorfulness of "dreams".
The third is to be future-oriented. Design must keep pace with the times and continue to innovate. Therefore, we attach great importance to fashion in the overall design, so that the logo has a sense of movement, grasp the most ingenious combination of Chengdu elements and film elements, and also make the perfect combination of digital technology and art design.
Reporter: In the work, what are the elements of Chengdu?
Wang Hongwei: The core is the elements of Chengdu's city flower ---- hibiscus flower, and also combines the "sun god bird" of Jinsha site to create a unique visual language and shape of the Hundred Flowers Award with Chengdu characteristics, which complements the trophy shape of the Hundred Flowers Award. The sun means facing the future and represents hope for a better tomorrow. Colorful colors are also a manifestation of Chengdu's happiest life.
Reporter: What kind of design concept do you adhere to when creating?
A good logo must have 4 principles: easy to understand, easy to remember, good to look at, and easy to use. First of all, there is no need to explain, the audience can understand it at a glance, and remember it at a glance, and at the same time, there should be no obstacles to use. In my opinion, a graphic symbol is not a simple pattern, but a symbol of the taste of the whole era, which gives birth to the energy of the designer, and is the embodiment of the designer's comprehensive ability and taste.
In a graphic symbol design, we emphasize proportion, scale, size, black and white, virtual and real, yin and yang, and even require the beauty of qi rhyme. For example, the visual design of the Hundred Flowers Award requires that the color fit the elements of the film industry.
Reporter: How do you feel about designing the main visual for the Hundred Flowers Award that landed in Chengdu?
Wang Hongwei: I have a very close relationship with Chengdu, and I have made many honest friends here, I like Chengdu's food, wine and "beauty". I am very happy to make some small contributions to the Hundred Flowers Award in Chengdu.
Chengdu is a city that is both profound and thriving, vibrant, happy and warm. Chengdu's colleges and universities are rich in resources, and young people always have a positive state, but at the same time, they can also see some slow life in Chengdu's street teahouses and experience a sense of happiness. With the acceleration of the pace of opening up, Chengdu's internationalization has also impressed everyone, such as last year's Universiade and this year's World Horticultural Expo, all of which are showing China and Chengdu's business card to the world.
Reporter: What is the artistic and cultural atmosphere in Chengdu?
Wang Hongwei: In recent years, Chengdu's design and art colleges and universities have been very active in major national competitions and activities. Chengdu also has a very rich resources of museums, art galleries and contemporary art spaces, and I am deeply impressed by the fact that Chengdu attaches great importance to the development and design of intangible cultural heritage in terms of art design.
There is an endless stream of citizens and tourists who come to visit the Chengdu Art Museum
Reporter: What are your expectations and hopes for the Hundred Flowers Award to be held in Chengdu?
Wang Hongwei: The Hundred Flowers Award is an "audience award", and the holding of the Hundred Flowers Award in Chengdu will definitely arouse more people's attention to the entire film industry and set off a new round of film and television boom. Nowadays, Chengdu's film and television dramas and movies are increasingly entering the audience's field of vision, and in the territory of Chinese films, Chengdu will definitely play its own independent role in the future. It is believed that the holding of the Hundred Flowers Award will bring new trends of thought and attention to Chengdu's filmmakers and the film industry, and generate positive energy.