CONCEPT
The visual identity for the London International Chinese Music Festival centres on the harmony between traditional Chinese aesthetics and the universal language of music. Inspired by the evocative beauty of Chinese landscape painting and the elegant silhouettes of classical instruments, the design captures the festival’s spirit of cultural exchange and refined artistry.
A considered colour palette of red, grey, white, and black reflects energy, elegance, clarity, and depth—mirroring both the emotional nuances of music and the sophistication of Chinese heritage.
INSPIRATION & THINKING
Chinese Landscape Painting: Gentle brushstrokes and layered ink washes convey rhythm and serenity, evoking a poetic sense of space and movement.
Silhouettes of Traditional Instruments: Structural lines and curves drawn from instruments such as the guqin, pipa, dizi, and erhu are abstracted into graphic forms, symbolising cultural identity and artistic precision.
Refined Palette: A restrained scheme of red, grey, white, and black brings cultural symbolism and visual harmony, bridging traditional elements with a contemporary sensibility.
Approach
The design approach sought to honour tradition while embracing modernity.
Understated Elegance: Use of negative space and ink-inspired textures reflect Chinese design philosophy, allowing the artwork to breathe.
Formal Cohesion: Typography, imagery, and layout are all composed with a musical sense of rhythm and balance.
Cross-Cultural Design: English and Chinese characters are thoughtfully paired, combining clarity with cultural authenticity for an international audience.
Deliverables
Logo Design: A unique logo inspired by Chinese musical instruments and calligraphy, harmonising with the festival’s colour palette.
Poster Design: A visually striking poster featuring musicians and scholars, using traditional motifs and a balanced composition.
Typography: A balanced typeface combining English and Chinese characters for readability and cultural authenticity.
Colour Palette: A sophisticated scheme of red (energy), grey and white (elegance), and black (depth).
Additional Materials: Banners, flyers, social media assets, and event signage, ensuring a consistent visual identity across all platforms.
Process
Research
Explored Chinese visual traditions, classical instruments, and global audience expectations. Particular attention was given to motifs that resonate across cultures, such as harmony, nature, and craftsmanship.
Strategy
Defined the central theme: Reimagining Tradition—merging cultural heritage with a forward-looking aesthetic to reach new, diverse audiences.
Design
Developed a bespoke logo blending instrument forms with calligraphic motion
Designed a key poster visual featuring musicians, landscapes, and brushwork
Crafted a typographic system balancing English readability and Chinese elegance
Created a modular design language adaptable across digital and print m
Implementation
The identity was applied across a full range of materials:
Event banners and signage
Posters, invites, and printed programmes
Social media graphics and web assets
Animated titles and digital backdrops for performances
SWEET SPOT
The most distinctive feature lies in the synthesis of ink and instrument—a visual metaphor for the meeting of cultures. The design doesn’t just illustrate the festival; it expresses its ethos. By weaving together classical Chinese artistry with modern visual storytelling, the brand identity turned the festival into an immersive cultural experience that spoke to both heritage and harmony.
Outcome
The design successfully captured the festival’s essence, creating a visually cohesive and culturally resonant identity. The elegant colour palette, traditional motifs, and instrument-inspired elements attracted a diverse audience, while the universal theme of music fostered cross-cultural understanding.
