Recently, the theme and main logo of the "2024 Spring Festival Gala" of **Radio and Television Station were released. The theme is: "Long Xing Lu Xin Jiaguo", and the main logo is a variant of the seal script of the character "龘". After the news was released, the majority of netizens were full of interest in the word "龘", which quickly sparked heated discussions. Now let's talk about the creative process.
1. Who is the main logo designer of the Spring Festival Gala in the Year of the Dragon?
Gu Yongjiang, the chief logo designer of the 2024 Spring Festival Gala in the Year of the Dragon, was born in Shaoxing, Zhejiang Province in 1979, a famous Chinese graphic designer, advertising creative, calligrapher and ink artist, and a promoter of Chinese character aesthetics. Next door to Gu Yongjiang's hometown is the "holy land of calligraphy" Lanting, who has been practicing calligraphy since he was 6 years old and is extremely sensitive to the structural beauty contained in Chinese characters. He has been experimenting with incorporating Chinese characters, calligraphy, and even seal carving into contemporary design.
Second, the design process of the main logo.
The Year of the Dragon is a special and meaningful year for the Chinese people. In 2024, the director team of the Spring Festival Gala found Gu Yongjiang and invited him to participate in the design. The chief director proposed that the Year of the Dragon can present the main logo of the Spring Festival Gala with a design concept full of traditional Chinese culture and traditional Chinese aesthetics.
After accepting the invitation, Gu Yongjiang and his team explored dragon culture. In the end, it was agreed that the design should return to the word 'dragon' itself. The word "dragon" in the oracle bone inscription is taken from the oriental dragon constellation, and the earliest imagination of the dragon shape is also here. Therefore, the main logo of the first draft, based on the oracle bone character "dragon", chose to use cursive penmanship to outline the image of a dragon. Although the cursive "dragon" is freehand and bold, it has already been used in the 2023 Spring Festival Gala, and there will be a breakthrough in the 2024 Spring Festival Gala.
After rounds of data collection and creativity, the word "龘" has become a common choice for both sides. The meaning of the word "龘" is the appearance of the giant 2024 total Taiwan dragon taking off, which can represent our current era very well, and its pronunciation is also very good, pronouncing dá. The theme determined by the director team at the beginning was "Dragon Xing Lu Xinxin Family Country".
3. The profound meaning of the theme of the party and the main logo.
"Long Xing Lang" describes the appearance of the dragon taking off, high-spirited and enthusiastic. From ancient totems to auspicious symbols, in the long history of China for 5,000 years, the dragon has gradually evolved into a spiritual and cultural symbol of the Chinese nation. "Shin Shin Home Country". In traditional Chinese culture, people pin all their hopes for the new year on the Spring Festival. Everyone rushed to the direction of home from all over the world, and the family was reunited and happy. The Spring Festival Gala is to bid farewell to the old and welcome the new with the people of the whole country, and at this moment, it is the greatest happiness for the family and the country to be good.
The word "龘" is composed of three 'dragons', this way of construction, embodies the imagination and artistic sense of the ancients, 'three' is an imaginary number, often many tables, can be understood as all the descendants of the dragon take off together. The word "龘" is marked with "Nine Stacks of Seals" as an aesthetic symbol, and the Nine Stacks of Seals are used as the official seals of the Song Dynasty, and the line layout pays attention to exquisite and symmetrical, neutral and balanced, solemn and very decorative. At the same time, after the line thickness is processed, the figure resembles a "chip". The design description reads: From the nine-fold seal to the Chinese core, the code engraved with the rise of the dragon is the nine-song dragon chant of ancient China, and it is the brand of the times of the Xinxin family and country.