Beijing 2022 winter Olympics Наумкина Карина
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Brand Identity
Task
Kuznets agency wants to inspire and unite people at the national and international levels, so we designed the Beijing 2022 Winter Olympics.
Ideas and solutions
We mixed people's unity + sport + innovation, brought China's heritage and reflected all the excellence of the traditions of the Olympic and Paralympic games. Each color in China is very symbolic and has a certain meaning, so we used intense colors and complex gradients in the graphics. Bright images of people were presented in the form of free and graceful birds, made in the traditional Chinese painting technique in the image of bamboo. In the paintings of Chinese masters, bamboo is a characteristic image that expresses high moral qualities and inflexibility of character. We developed a unique typography based on hieroglyphs, and made the font modern and minimalistic, which allowed us to quickly read information and convey lightness and beauty.
