On August 14th, the Official Key Visual Design of Chengdu 2021 FISU World University Games Summer (2021 FISU WUG Summer) was released in Chengdu. As one of the important sideline events of the one-year countdown to 2021 FISU WUG Summer, the event was hosted by the Executive Committee of 2021 FISU WUG Summer (the Executive Committee) and organised by the Department of Media and Communication of the Executive Committee. The release aims to boost Chengdu's reputation as a world-renowned city of sports events and create the atmosphere of "Love Chengdu, Embrace the Games". The 2021 FISU WUG Summer Key Visual Design visualises both 2021 FISU WUG Summer and Chengdu.
During the event, Zhang Yingming, Executive Deputy Head of the Department of Publicity of the CPC Chengdu Municipal Committee, Director of Chengdu Municipal Office for Cultural and Ethical Progress, Deputy Director of the Department of Media and Communication of the Executive Committee and Deputy Director of the Department of Marketing and Activity Planning, addressed the audience, released selected works of Key Visual Design of 2021 FISU WUG Summer, and presented licenses to merchandise producers and retailer (China Post).
Global solicitation receives proposals that far outnumber those of the Beijing Olympics
Global solicitation of Key Visual Design of 2021 FISU WUG Summer was launched on April 20th, 2020.
The solicitation was open to the public with professional designers also invited for proposal submission, receiving worldwide attention and positive response. A total of 10,074 proposals came in, outnumbering that of other sport events in China (for Beijing Olympics, 3,000-plus proposals for mascot, and 2,050 proposals for emblem; for the Asian Games Hangzhou, 4,633 proposals for mascot and 4,263 proposals for emblem, to name just a few).
Shortly after the launch of the solicitation, several top-notch Chinese designing institutes and designers, including Dongdao Creative Branding Group (visual designer of 2008 Beijing Olympics) and Beijing International Design Week Company, sent in their proposals.
Participation of overseas designers added highlights to the solicitation. Many overseas designers, including Linda Leila from the Netherlands, Lorraine Freda from France, and Iry Olive from Greece, submitted their proposals. According to the data of the organiser, 40,000 overseas designers participated, submitting 10% of all works. The solicitation campaign is estimated to have reached more than 90 million people around the world.
Particularly, the Department of Marketing and Activity Planning invited 72 famous institutes of higher learning in China and 35 famous overseas institutes of higher learning specialising in designing to submit proposals. The solicitation campaign quickly became a hot topic among Chinese and overseas designers. The number of participants soared. It even attracted attention from the international fashion world.
In addition to submitting his proposal for the Key Visual Design, Wen Han, an independent fashion designer of New York Fashion Week, designed colourblocking T-shirt with Chengdu elements — red chili pepper, green prickleyash, ginkgo leaves, hibiscus flowers, etc. It is a vivid design that is both Chengdu and international.
Works selected after expert review
Selected works were presented during the event, followed by the release of Key Visual Design solicitation review results.
Designer representatives, including Zhang Xuejiao (first prize winner of 2021 FISU WUG Summer Home Screen design) and Li Jiahui (second prize winner of 2021 FISU WUG Summer Home Screen design), were invited to witness the official release of selected works of 2021 FISU WUG Summer Key Visual Design, whose artistry and creativity are of international level.
These selected works stand out after multiple rounds of expert review. The expert review team for 2021 FISU WUG Summer Key Visual Design is comprised of big names of the sector, including He Jie, Project Specialist for Beijing Olympics visual image, Bi Xuefeng, Dean of the School of Design of China Academy of Art, Chen Xiaolin, Member of China Artists Association, and Luo Li, a famous curator.
The expert review team reached the consensus that the top 15 selected works meet the requirements of the solicitation. With strong creativity, ingenuity and distinctive designs, these works can help promote the branding of the Games, features of Chengdu and athletic aesthetics among the public. Experts also offered suggestions for further improvements and modifications.
Works of Zhang Xuejiao serve as a fitting example. With 2021 FISU WUG Summer emblem as the base, the design uses gradient strips to show upbeat, fashionable, and colorful life in Chengdu and vibrant youth of college students. It also showcases a sustainable, smart, spirited, and shared 2021 FISU WUG Summer. Representative elements and iconic buildings of Chengdu at the background epitomize the unique charm of the ancient city, revealing its humanistic spirit forged by thousands of years of culture and history. Motion Key Visual Design of the first prize-winning work was made available for this event to inject a sense of dynamism into the static Key Visual Design. The Key Visual Design became alive and impressed the audience through the on-site display.
During the event, the creative art facility of "2021 FISU WUG Summer Colour Lab" caught the eyes of many. With 2021 FISU WUG Summer Key Visual Design as the theme and the 2021 FISU WUG Summer base colours of bright yellow, rich red, lake blue and jade green forming the colour blocks, the facility provided an on-site experience of creative art, and served as a vivid expression of design aesthetics of the Games to the audience.
A new concept created for visual communication of the Games
The organiser has taken the creative initiative to propose the concept of "2021 FISU WUG Summer Key Visual Design" and launch the global solicitation of proposals. This is the very first attempt of its kind for global multi-sport events. History is made by 2021 FISU WUG Summer.
Innovation is deeply embedded in and incubated by Chengdu's long pursuit of beauty in everyday life and Chengdu's positioning as a city of elegance and fashion. As Chengdu moves closer to the goal of being a world-famous city of culture and creativity, tourism, and international sports games, as well as an international hub for food, music, and international conference and exhibition, its pursuit of beauty in everyday life and humanistic values has been fully reflected in a number of events, including the Asian Food Festival, the Chinese Golden Bell for Music, the Autumn in Chengdu International Music Season, and the Chengdu Creativity and Design Week.
Leading figures in the design sector, including Qian Zhe, an expert of the Culture and Ceremonies Department of Beijing Organising Committee for the 2022 Olympic and Paralympic Winter Games, and He Jie, a project specialist for Beijing Olympics visual design, offered positive comments on the solicitation campaign, and agreed that Chengdu's proposal of the concept of "2021 FISU WUG Summer Key Visual Design" is of great historical and theoretical value in innovating visual communication theories for major global sport events.
They said that solicitation of Key Visual Design is new to major sport events, as previous practices focused mainly on the design and solicitation of core graphics and posters to compose standard visual system for the games. Chengdu's global solicitation of Key Visual Design is an expression of the spirit of the city and the Tianfu Culture, which feature innovation and creativity. This move will facilitate Chengdu's initiative to build its international image of fashion and creativity.
An exhibition of selected works of 2021 FISU WUG Summer Key Visual Design will be held from August 18th to 22nd at Chengdu Museum and the Wide and Narrow Alley.
Debut of 2021 FISU WUG Summer stamp and other postal products
During the event, Mu Tao, Secretary of the CPC Committee of Chengdu Media Group, Chairman of the Group, and Deputy Director of the Department of Marketing and Activity Planning of the Executive Committee of 2021 FISU WUG Summer, presented the franchise license to China Post Chengdu Branch on behalf of the Executive Committee. Together with Luo Cheng, General Manager of China Post Chengdu Branch, Mu Tao unveiled 2021 FISU WUG Summer postal products, including the stamp, commemorative stamp album, commemorative envelop, and postcard. China Post Chengdu Branch was officially named licensed merchandise producer and retailer for 2021 FISU WUG Summer.
It is the first time for Chengdu to have issued postal products for major sport events. The stamp incorporates the Golden Sun Bird -- the symbol of Chengdu -- with Rong Bao -- the Games' mascot, the Games' emblem, and the Dong'an Lake Sports Center – a main venue of the Games. On this little stamp, the Tianfu Culture and the spirit of 2021 FISU WUG Summer get a vivid expression.
The base colours of the 2021 FISU WUG Summer commemorative stamp album, envelop, postcard and other postal products are rich red, bright yellow, lake blue and jade green, representing the green, smart, dynamic and sharing Games. The 2021 FISU WUG Summer Stamp and other postal products are for sale in post offices across Chengdu.