Concept
概念策划
Key visual Design
主视觉设计
乐·戏·集·学·锦·造·宴
本项目为蜀宫琴台七大主题板块设计主视觉，旨在通过统一的概念、
文字与视觉体系，将品牌日益多元的业务有机整合。
借鉴中国古代文学中以单字概括事物类别的传统，
设计以乐、戏、集、学、锦、造、宴七字，分别
指代琴乐、戏曲、雅集、学堂、汉服、文创与宴饮七大文化体验板块，
力求“信达雅”，既准确指代各板块，又保留丰富的想象空间。
在视觉呈现上，每个主题均以古画意象为基底，
融合当代视觉语言，充分体现“传统美学的当代演绎”。
每一板块均设有一个象征性的“平台”，
平台之上可呈现仙人奏乐、精工巧件或锦绣华织等物象。
从浩瀚古画宝藏中甄选与主题对应的画面，
通过重新编辑与融合，激发观众无限遐思。
平台上的物象在符合主题的前提下，可根据实际业务灵活调整，实现内容的可塑性与延展性。
同时，每个主题对应赤、橙、黄、绿、青、蓝、紫七种色彩，确保视觉系统与主题的高度统一，
并兼具灵活替换的空间。整体设计不仅提供了系统化的品牌识别，
更为蜀宫琴台多维度的文化体验构建了可持续的视觉生态。
Le · Xi · Ji · Xue · Jin · Zao · Yan
This project defines the main visual system for the seven thematic sections of Shutopia,
unifying the brand’s diverse offerings into a cohesive conceptual and visual framework.
Inspired by the Chinese tradition of summarizing categories with a single character, the seven elements
—
Le, Xi, Ji, Xue, Jin, Zao, Yan
—
represent Music, Theatre, Gatherings (tea ceremony or flower arrangement),
Sinology (schools), Brocade (Hanfu), Bespoke (cultural products), and Banquets.
—
Each character conveys its theme clearly while leaving space for imagination.
The seven characters are carefully set in classic clerical script (Lishu) calligraphy.
Visually, each theme blends classical painting motifs with contemporary design language, creating a
“modern interpretation of traditional aesthetics.” A symbolic platform anchors each section,
featuring celestial musicians, handcrafted objects, or intricate textiles.
Classical artworks are selectively reimagined and integrated to reflect each theme,
inviting viewers into a rich, contemplative visual experience.
The objects on each platform can be adapted to suit practical needs, ensuring flexibility.
Each theme is paired with one of seven colors—red, orange, yellow, green, cyan, blue, and purple—
establishing clear visual identity while allowing versatile applications.
Together, this system creates a unified, flexible, and culturally immersive visual ecosystem for Shu Gong Qintai.
