Poster Design of Tokyo Olympic Games-Tokyo at the moment

Color impact! Detailed explanation behind the poster of Beijing News Olympic gold medal | Listen to me, the Tokyo Olympics is closed. During the Olympic Games, was your circle of friends screened by "colorful" Olympic gold medal posters? Within 17 days,

The Beijing News gold medal poster design team designed 38 posters for the 38 gold medal winners of the China Olympic delegation.

Behind the high-energy output is the efficient input of the design team and countless brainstorming.

Listen to me in this issue, we and the Beijing News

The design and production team of Olympic gold medal posters talk about gold medals together.

The story behind the poster.

Poster design: high

Wang Chunqiu:

Senior Editor, Sports News Department, Beijing News

High:

Art editor, Senior Layout Department of Beijing News

Gold medal poster gold medal team

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That's right. If we just watch the game, we will enjoy relaxing, but after all, there is the task and pressure of news reporting, especially when winning the gold medal, the spirit is still highly nervous. It was a long time at first, but soon after. Now I feel completely relaxed.

Chunqiu Wang

I was busy yesterday. Finally, I put the whole 38 posters together and designed an entertaining poster for the Beijing News Olympic poster team according to the style of making Olympic gold medals posters before.

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There are 12 people in our team. There is also a hero behind the scenes, that is our supervisor Qiu Jin, although he didn't appear in the poster. At first, I had an idea to discuss with Toshi Utsumi that after the Olympic Games, we would stick all the posters together, and the visual effect would be quite shocking.

Chunqiu Wang

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I remember the day of August 2 very deeply. I won five gold medals.

Yes, that day 15 minutes intensively produced three gold medals, weightlifting, rings and shooting. At that time, we all went into battle together. I really didn't expect it to be so dense.

Chunqiu Wang

In fact, we have all made some preparations, including anticipating that there may be only one or two gold medals a day, or 10 gold medals a day. Whenever there is a little possibility of winning gold, we must first make the poster and then send it out at the first time.

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At that time, our prediction was that China should win 35 to 40 gold medals. After hearing so much, Toshi Utsumi also said that he had a big task this time.

Chunqiu Wang

Color shock: the breakthrough of traditional gold medal posters

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Type:

Concise

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I have seen many posters of different media, and I think the posters of the Beijing News are particularly unique and have strong colors.

In fact, when I first discussed the first edition of the poster with Toshi Utsumi, it was quite routine. I felt that no matter how I designed it, the visual effect was not very prominent. At that time, I thought, what effect does the Olympic poster of the Beijing News want to achieve? What is the key message to tell you? In the end, we think that the poster of Beijing News winning gold in the Olympic Games should have four key elements: which gold? Who took it? What project? What achievement? There are other small elements, such as Olympic logo, competition date, Beijing News logo and promotion QR code.

Chunqiu Wang

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So we actually want to emphasize the nature of its short message, that is, which gold did China take?

In fact, this is also considered from the perspective of readers. On the one hand, in today's increasingly high national pride, we also want to accurately hit the audience's psychology through posters, which is actually the number of gold medals. On the other hand, who won the gold medal. Apart from these two points, other aspects are relatively unimportant.

So try to remove some unnecessary elements and maximize the functionality of the poster-presenting gold in the simplest state.

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Color:

strong

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Do you think this idea is too much trouble for yourself now?

It's really difficult to choose a color. Maybe everyone looks at the poster in the same color, but in fact, we have to try many colors in the production process. For example, diving, blue is a more suitable color, but blue and blue are different. How to adjust the saturation and lightness of this blue requires many attempts.

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Then the number of gold medals. First, you have to match the colors of the project, and then you have to consider the posters made by each gold medal in one day. Colors cannot be repeated.

Chunqiu Wang

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It's a headache, isn't it

Things that require brains. In the choice of color, we think from the perspective of color training, what kind of color can bring people the greatest emotional fluctuations, thus releasing more pride in China sports.

Therefore, our color selection is divorced from the traditional China color scheme, and many more radical, modern and sporty colors are used. Because this time it is mainly distributed on the new media platform, it gives people a very strong and detached feeling to boldly use RGB tones without considering the printing color.

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Picture:

shock

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Will Mr. Wang give advice to the poster here?

I will still express my opinion. Toshi Utsumi is definitely an expert in color matching, and we trust him very much. We mainly look at which diagram to use.

I remember there was a picture of weightlifting. Toshi Utsumi wanted a photo with a barbell next to it, but we found that there was an expression of athletes cheering and celebrating, which was more impactful. Later, after discussion, we thought it might be better to take such imposing photos. Design teams often have such discussions.

Another time, I was deeply impressed by the picture of Malone's gold medal poster. The picture I was looking for at that time was the picture of Malone serving the topspin. It was originally a horizontal picture. Later, I put the picture right, because Malone called the Dragon Team, and I felt that the dragon looked up and saw the gold medal. At that time, I gave this painting to Toshi Utsumi, and he saw it at a glance.

Chunqiu Wang

Values:

Gold medal posters are not just "gold medal theory"

Editor-in-Chief of Sports News Department:

In the men's 100 meter semi-final, Su advanced to the final in 9.83 seconds, becoming the first China person to stand on the track of the men's 100 meter final in the Olympic Games. We broke away from convention and made a poster for this player who is not a champion. The copy was written by a Chinese superman, in which Sue enlarged it.

Sincere cooperation: behind-the-scenes fun under the pressure of aging

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Is the timeliness of production the most important reason for this task?

Chunqiu Wang

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Fear, fear.

Chunqiu Wang

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Do the two teachers think the behind-the-scenes story of the gold medal poster is particularly worth sharing?

There are many times when we are in a hurry, for example, some unpopular projects will suddenly surprise us and exceed expectations. For example, in windsurfing, Lu Yunxiu is more complicated than several rounds. She just won a 25th place in the third round, which generally seems hopeless. But the rule is that the worst score can be cancelled, and after the final total score came out, she actually won the first place. We soon called Toshi Utsumi who was resting at home.

Chunqiu Wang

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You weren't at work?

Yes, at home. It is impossible to stare at the unit forever, and a lot of work is done at home.

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However, although we were very nervous at that time, we were still very happy. China may also win gold in such a weak project.

Chunqiu Wang

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Do you think this cooperation is pleasant? Is there a time when people disagree and need to compromise?

Without compromise, there are some objective factors that we cannot do. For example, the front line can't send back the right pictures.

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Yes, to tell the truth, there are some unpopular players with few pictures. Three galleries have been painting, just one or two. Sometimes we have to choose passively. But we have a bottom. Toshi Utsumi is the chief designer, and he will do his best to turn it into the best color system with the gold medal winner.

Chunqiu Wang

Everyone has a lot of experience, and the degree of persistence in this matter is obvious. So it's not so much that we will have conflicts, but that we actually help each other. If there is something unsatisfactory, I will try my best to supplement it. If I don't do well here, Chunqiu will help me find a supplement on the selection map.

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That's right. If we don't choose a particularly suitable map here, we will still have a bottom in our hearts, because in the end, Toshi Utsumi will come to give us the bottom, and we will be more practical in our hearts, because we have done enough work in the early stage and formed a tacit understanding in our usual exchanges, so we can trust each other and don't need to say too much.

Chunqiu Wang

Poster product: a new form of content communication

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What are the advantages of posters?

In fact, what I want is to conquer the world by "Yan" I just want to achieve the effect that "thousands of people are looking for him, but that person is in dim light", and vision must have an impact.

Chunqiu Wang

Posters gather many elements at one point, and then summarize many elements through this point, so readers will be encouraged to spread themselves.

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Compared with a few tens of short messages, posters can convey information more quickly and directly.

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So what's the difference between it and news pictures? News pictures can also convey information.

News picture information is relatively simple, because there is a copy on the poster, and then we have our own subjective treatment of the picture. So posters can convey more accurately and quickly than news pictures.

Looking back at the history of posters for more than 200 years,

Its function is firstly to stimulate, secondly to convey and thirdly to impress.

Posters are more in line with readers' demand for information understanding in the era of information explosion, and posters have gradually become a content product from a propaganda material.

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As a content product, how can a poster be considered a good poster?

In fact, the thinking mode used by many media in making visual material products is still a relatively traditional thinking mode of words. The so-called mapping is basically a code word on the map, and a lot of information is still conveyed in words. But in fact, in this era, we all feel this way. For example, when we watch Tik Tok or friends circle, we can't watch something for more than two seconds. If it doesn't attract me, it will "slip away" quickly. So we make posters to convey information as succinctly, accurately and quickly as possible.

For example, like this epidemic poster, Beijing may be cleared today. From the reader's point of view, the poster only needs to convey the message of "clearing the scene in Beijing". If you want to know more, you can search for a more detailed report.

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Will there be different requirements for editing "online posters" and newspaper pages?

Newspapers have too many things to manage, and pictures are just one element of the whole page. But the new media, the screen is so big, this picture actually occupies the whole picture, so the attention can be completely focused on the composition of this picture.

Chunqiu Wang

Winter Olympics: The Poster Team's Next Plan

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The task of this Tokyo Olympic Games has been completed. Any plans for the next step?

The Winter Olympics is very near, and we will definitely make posters. And we dare say that it will not be worse than Tokyo, but only better. At this point, we are confident.

Chunqiu Wang

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Posters may have been hand-painted by people 200 years ago, and then made by computers in recent decades. With the development of technology in the future, there will be other possibilities. For example, there are some posters now, which are not two-dimensional static pictures, but dynamic pictures.

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Looking back on the past 17 days, the athletes struggled hard on the field, and we felt nervous and full in the rear. The Olympic poster is finally finished, and the effect is good. In terms of communication, relying on colleagues' likes, all of them were forwarded at the first time, including some famous athletes, which made the spread of posters achieve better results. This is also a kind of motivation. I will do better when I make posters in the next competition, and I will not continue the style of Tokyo Olympic Games. We will definitely change the way and innovate again.

Chunqiu Wang

In doing so, newspapers give us great freedom and tolerance, and let us really design products from a visual way of thinking. I think this is unprecedented. I also believe that this kind of freedom will be more and more in the future, and we can design more and better products. The gold medal poster of Tokyo Olympic Games is different from the traditional poster. The most important thing is that we respect the aesthetic way and reading way of this era more and more, and also respect the professionalism of colleagues in various departments, and have excellent leaders to control the whole direction. So it is an inevitable result that we have good products.

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What are the graphic design masters and works at home and abroad in Japan? Famous designers such as Jian Chi Yong, Futian Fan Xiong, Kamekura Yusaku, Gaina Yizheng, Tanaka Guangyi, Yamanaka Ryuichi, Hayakawa Xiong Liang, Kiyoshi Awazu, Sugiyama Kangping, Tadanori Yokoo, etc.

Jian Zhiyong is mainly engaged in interior design and furniture design. 1964, his work "The Round Cane Chair" was selected as the 20th century design collection by new york Museum of Modern Art. Other representative works include 1968' s inner cabin design for JAL jet; 197 1 interior decoration and furniture design of Golden Plaza Hotel. He attaches great importance to the role of interior designers and their position in the whole designers association. He had a nervous breakdown due to his hard exploration of "Japanese design" and committed suicide on 197 1.

Toshi Utsumi Fukuda, born in 1932, is a contemporary genius graphic designer in Japan and one of the founders of post-modern graphic design in Japan after World War II. He has made great achievements in advertising design, such as advertising poster of Osaka World Expo 1976, commemorative medal of 76' Olympic Games 1976. Kamekura Yusaku (19 15- 1997) is known as the father of Japanese modern design. His poster design, especially the design of 1964 Tokyo Olympic Games and 1972 Sapporo Winter Olympics, established his unshakable position in Japanese graphic design circles. 65438-0964 is responsible for graphic design projects of Tokyo Olympic Games, including signs, posters, visual communication systems, etc. In the whole design, he runs through the red circle in the Japanese flag-the so-called symbol of the sun, and connects this circle with the five rings of the international Olympic Games, achieving the effect of both national characteristics and accurate international recognition. It is an outstanding work in the system design of the international Olympic Games.

Born in 1929, Gaia Yi was one of the leaders of graphic design and art direction in Japan in 1960s. At the same time, he is a prolific designer. Among his numerous designs, three exhibition posters designed by 1986 are the most representative.

Born in 1930, Yiguang Tanaka likes the simple geometric figures of vertical and horizontal lines in Japanese traditional culture very much, and is also very interested in the internationalized vocabulary and internationalist graphic design style developed by Bauhaus. He regards the surface and space in composition as the core of design, and he uses grid network as the basis of graphic design to achieve a high degree of order and neatness. He uses colorful and jumping geometric surfaces to form images, and the colors are often close to each other to achieve the purpose of color harmony. The drama poster he designed in 196 1 fully embodies its design style and characteristics.

Germany: Since 1960s, a poetic visual communication process has gradually emerged in Germany. Based on photography, by fiddling with collages and comprehensive paintings of photographic images, it is proved that editing and publicity materials, including book and record covers, magazine design and concerts, TV and radio posters, are the communication fields that provide acceptable audiences and customers for these poets.

Born in 1930, GüntherKieser has made outstanding contributions in this respect. Kaiser is an outstanding imagist who often uses unexpected visual content to solve communication problems. He put images or ideas together to create a new vitality, a new layout or synthesize fundamentally different substances. His poetic visual communication always has a reasonable basis, linking the expressive shape with the content. It is this ability that distinguishes him from those designers who regard fantasy or surrealism as an end rather than a means. In his design, there is often an open character, which is sometimes realized by proportion. In other designs, color or contrast between light and shade brings this trait to his works. 1in the late 1970s,1in the early 1980s, he began to form convincing and real fictional objects. On his or her way, the audience stops to study the huge color photo poster with Kaezer's personal views to determine whether he or she is in an illusion. Kaiser's famous poster designs include 1966 Jaaramaa slow jazz concert, 1975 Berlin jazz festival poster and 1978 Frankfurt jazz festival poster. Among them, the former is a pigeon in a sharp-cut black-and-white poster, inspired by the woodcut movable type in the19th century, which has become a powerful symbol of the desire for freedom and justice contained in folk slow jazz music.

In 1960s and 1970s, the famous graphic design organizations in Germany promoted the visual communication (Frankfurt) and photography (Foto) groups in Frankfurt. GunterRambow and GerhardLienemeyer are the founders of this organization.

In their visual communication design, photographic media has changed from ordinary to unusual through fiddling, massage, synthesis and inkjet printing. They combine or move everyday images, and then print them into clear recorded black and white images. For example, 1980, in the poster they designed for the drama DieHamletmaschine, before tearing up the previous photo, a person stood behind the photo in front of the wall and re-selected another photo of the wall. Finally, the re-shot image brings an impossible confusion to the audience. This image seems to be self-destructive, and a character seems to have the ability to deny his existence.

Designers who used imagism in visual communication design during this period, as well as other designers, such as Han Hillman's illustration design, often combined two images with Dali's simultaneous image skills; In his design, HoglerMatthies often deals with eye-catching images. For example, in an opera poster, a strong contrast photo of an actress was re-selected on a shadow photo of a leaf, and in a promotional material, the pistol aimed at the viewer wore sunglasses.

Domestic: Han Jiaying. Chen Shaohua. Chen Youjian.

Hong Kong Designer: Jin Daiqiang

Too many. . .

Xinhua News Agency photo at this moment in Tokyo, Tokyo, July 20th, 20021year.

(Tokyo Olympics poster) (1) This moment is in Tokyo.

On July 20th, the staff raised the Olympic five-ring flag in the BMX competition venue of Youming City Sports Park in Tokyo.

Cartography: Song Yanhua