Westlake Impression
Westlake Impression is a brand identity design created for a performing arts company in Hangzhou, China. The performance is staged on a square platform set about ten centimeters below the surface of the West Lake, with the lake itself as the background. The identity follows a decentralized method. No logo is placed at the center of visual recognition. Instead, a system of graphic groups forms the identity together. The square stage and a window for urban cultural promotion are the main visual concepts. The aim is to strengthen brand recognition.
Westlake Impression Brand Image by Chao Yang has been highlighted as a grand representation of communication design by the A' Design Award & Competition. Westlake Impression Brand Image won the Iron A' Design Award in Graphics, Illustration and Visual Communication Design in 2023. The A' Graphics, Illustration and Visual Communication Design Award is a juried, academic and highly prestigious design prize which rewards outstanding design of logos, posters, infographics, brochures, packaging designs, business cards, book covers, billboards and more.
