The goal of the project was to bring Chinese music to life for new audiences and the visual identity, called Musical Characters of China, uses calligraphy to showcase the expressive nature of Chinese music.
Calligraphy was the natural choice. Calligraphy is all about movement - the sweep of the brush is captured in the line. Calligraphy is a frozen moment.
Like those rebrands, China Now's new identity captures the movement of music, and the identity works beautifully across various touchpoints.
We had to indicate two cultures without resorting to clichés. And create a sense of dynamism and excitement in a static medium.
Collection
[
|
...
]