The article discusses the design approach of Untitled Macao, which focuses on the idea of 'locality' by transforming traditional rural elements into modern design symbols. Using geometric forms, the design illustrates various aspects of rural life, including food and landscape, through abstract illustrations that maintain a connection to 'rural memories'. Highlighting Guanzhong's food culture, particularly pasta, the design integrates traditional techniques with modern typography, creating a warm and inviting identity that challenges perceptions of rural living while maintaining respect for its essence.
To achieve this balance, Hin says, that they lead with the idea of "locality" and transforming elements of production and life in the village into a series of symbols.
Untitled Macao's festival identity achieves a welcoming and warm balance between a brand that feels appropriate while, at the same time, surprising.
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