Simply Chinese and Contextually Global

Appealing to global art and culture audience with familiar Chinese elegance.

CGTN’s Culture Express covers art and culture developments, news and events from all around the world. Millions of people at different corners of the world are watching trademark festivals, cultural events, interviews of trail blazing artist and much more content. This richness has one more pillar besides the global scope of the show, the universality and uniqueness of art and culture themselves.

The nature of content, the reach of show and the vision of CGTN compelled a promo, which is able to offer an outlook befitting for the universality of themes and Chinese narration. Starting from that point, we developed a logo, a motion design and a visual language based on a well-known Chinese cultural item; fan. The elegancy of Chinese fans offered strong foundations for global art and cultural elements to be expressed, whereas associability of fans with Chinese culture formed the required link between universal and unique. Chinese fans are among the most renowned symbols in the collective cultural accumulation. They are easily recognizable by almost every person from all around the world. In this sense, they provide the best means for a two-way canvas of global and Chinese cultural interaction.

The logo gives voice to the strenght of simplicty. Consisting of a modern and a traditional layer, it focuses on a contemporary interpretation of traditional Chinese approach. Thanks to the flexible applicability of Chinese fans form and opening/closing movements, we were able to derive different design without repetitions. Such quality also offers a wide range of playful motions designs, which a global network would surely enjoy.

The dynamism and fluency of motion design and variety offered by using different materials is delivering adequate richness in a small time window. Our partners, La Passion, have generously contributed in the project with their creative input with us, and CGTN leadership overseen all the outcomes with a precise attention to help us realize their vision. The texture designs influenced by renowned art and culture trends, event and works give an easy on the eye insight about the content of the show. Hence, the program calls out to art and culture audience from all around the world with a glimpse of Chinese elegance