The Chinese style of film poster- Blog Post2 – Yimeng Li

In our textbook: graphic design a new history, there is an introduction to film posters of different cultures in different periods. New technology has promoted the development of the film industry, and movie posters are the reproduction of popular art, which is an important art for people. We can see the way in which the existing technology can be combined with the new technology. There is a section in our textbook that mentions Chinese film posters. It introduces some socialist realistic posters from the early 1960s and some contemporary posters designed by one of the greatest poster designers Huang Hai. I think the Chinese style of Chinese film posters also deserves to be introduced and added.

Chinese-style film posters are based on traditional Chinese culture and use Chinese elements to create a design style that combines tradition and modernity. For example, the poster of the film “I repaired cultural relics in the Palace Museum” makes use of Chinese historical relics and combines traditional Chinese calligraphy to convey the spirit of craftsmen in the film and bring the audience into the space and time of the film with Chinese style.palace1

The Chinese style often uses a large area of white space to highlight the traditional, simple temperament. At the same time, it is also very common to see the use of white space to focus on the main expression of the place and leave the audience’s imagination space. Ink painting, landscape painting, fine brushwork and photos with ancient buildings and cultural relics are common elements in the Chinese style poster because these elements can bring a strong Chinese style to the whole poster. Traditional Chinese colors are often used in the design of the Chinese style poster. In the ancient Chinese traditional chromatographic system, the color department is relatively calm, and the use of color saturation is always not too high. Generally, in the process of color matching, the color will be matched with the general tone to create a more unified atmosphere for the whole poster. There is also an example of foreign movie posters incorporating Chinese style. The Chinese style poster design of “venom” adopts the technique of ink painting, which is easy to be dizzy,  using the grey and black color of the ink, presenting the attitude of the venom in an incisive and vivid way in the form of fainting, and has the extremely visual tension.


At the same time, the choice of text is extremely exquisite. Chinese calligraphy font is a unique art form of Chinese characters. Different writing methods of the same character convey the different spirit and artistic conception, which makes Chinese characters of high artistic and aesthetic value. In Chinese style posters, there is no fixed composition format, so after knowing some basic composition formats, we can use it to make posters with Chinese style.


DESIGN IN THE WILD – The logo design of Starbucks

Starbucks logo

It is no exaggeration to say that almost everyone has heard of Starbucks. I always like to buy a cup of coffee and bring it to the classroom to drink before class. The first thing that attracted me was the Starbucks’s logo. Terry Heckler is responsible for the design of the first Starbucks logo who is from Seattle. He was inspired by a 16th-century Scandinavian wood carving of a two-tailed mermaid. Because of the image and positioning of Siren in Greek mythology, it has also become one of the symbols of neutrality, love, desire, and seduction in western culture. Of course, this also conforms to the original definition of coffee culture in Starbucks—Something that seduces people into pleasure.

Originally in 1971, the logo was a round figure of Siren which is a naked woman with a double-tailed fish, surrounded by a brown circle. In this circle, the text reads “Starbucks coffee, tea, and spices.” Then Starbucks in 1987 the new logo more emphasis on refinement, unlike before brown version, the new colour is green, white and black. Green, is representative of natural protection and positive colour, represents the freshness, uniqueness and more modern feel of Starbucks, and shows Starbucks will in a positive way to grow and prosper,  at the same time the green and white colour contrast make consumer visual have a more soothing effect. Unlike the previous image, Siren’s long hair covers the body and the image becomes larger. The font was also changed to “Starbucks coffee” and two five-pointed stars were added to highlight that the brand is focused on coffee. In 1992, the Starbucks logo was updated again. This time, the image of Siren was featured. Many of her torsi disappeared, except the upper body and the fishtail. However, the logo also brings a new problem: it is easy to copy. Many imitations also use the same logo design, making it difficult for consumers to distinguish the real from the fake. So in 2011, the company redesigned the logo again. In the redesign, Sirens have been enlarged again. The biggest change to the logo is the removal of the words and stars. This is because Starbucks is no longer satisfied with the “focus on coffee” brand image and will expand into more food areas. The simplification of the logo makes the brand more malleable and has more development possibilities.

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