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 example of communication design by the A' Design Award. Westlake Impression Brand Image received the Iron A' Design Award in Graphics, Illustration and Visual Communication Design in 2023. The A' Graphics, Illustration and Visual Communication Design Award is an international, juried, academic and meritocratic design award which celebrates outstanding design of logos, posters, infographics, brochures, packaging designs, business cards, book covers, billboards and more.
