03品牌化的空间视觉呈现

BrandedSpatialVisualPresentation

玉鸟集的LOGO脱胎于良渚遗址的出土文物玉鸟，以四个简约的扁平感圆形图案组合成为了抽象的“玉鸟”形象。宇合光年将其原始图形进行提取、演变，应用于街区随处可见的导视、标识、城市家具与氛围小品中，在玉鸟集空间中强化着品牌的核心符号。

The logo of Bir Land is derived from the “Jade Bird”, a cultural relic discovered from the Liangzhu archaeological site. It is composed of four simple and flat circular patterns, forming an abstract representation of the “Jade Bird.” The core of the brand has been reinfored by applying logo to singage, urban furniture and atmospheric ornaments all around the streets.

未来将在核心区域的广场和公园上用玉鸟集的LOGO图形为创造母题，提取其中的设计语言，杭州步行街设计以不同的材质创作出具有标识性的雕塑和装置作品。以艺术作品天然的昭示性，塑造社区公共记忆的重要符号。

Later, the logo will serve as the creative theme for the plaza and park in the core area. Significant symbols that shape the collective memory of the community will be created by extracting its design language and adopting different materials.

宇合光年还以此图形为蓝本进行多种延伸——可以从扁平到渐变立体，也可以将色块转化为载体性质，以此变化出不同的画面风格，在既有的视觉框架体系内将趣味性与文化符号进行再不断的演绎，最终形成了针对不同区域、不同时节、不同载体的品牌物料。

Funconnection further extends the logo in various ways. This includes transforming the flat form into a gradient 3D form or using color blocks as carriers to create different visual styles. Thus, the brand material for different areas, seasons, and mediums finally get done through reinterpreting the interestingness of the cultural symbols within the existing visual framework.

颠覆了以往商业中相对强势直接的宣导，玉鸟集转而以将宏大的艺文渗透进随处日常可见的视觉符号之中。在玉鸟集，建筑、景观、空间、视觉、装置、灯光等等都成为艺文的介质，构成为玉鸟集品牌叙事的重要组成部分，以宜人的自然风光和松弛的度假氛围疗愈着每一个疲惫又紧绷的人。

By infusing grand artistic and cultural elements into everyday visual symbols, branding seeks to promote in a non-traditional and indirect manner. In Bir Land, architecture, landscapes, spaces, visuals, installations, lighting, all become mediums of artistic expression, constituting an essential part of the brand. With its pleasant natural scenery and relaxing atmosphere, Bir Land offers a healing experience for everyone who is weary and stressed out.

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