We had the distinct pleasure to interview award winning designer Yunzi Liu about their original and creative Branding design work. Yunzi Liu is an award-winning communication designer, that makes our world a better place with their original branding works.
Yunzi Liu ("YL") answered Design Interview ("DI") questions about their award-winning work Viennart Academy Branding. Interview questions prepared by Frank Scott.
YL : The main principle behind the ViennArt Academy branding design is to blend tradition with innovation. Inspired by the symmetry of V and A, the design reflects art as a mirror of life, utilizing the play of light and shadow. This concept is rooted in the belief that art is dynamic and constantly evolving, just like the educational approach of the academy.
YL : My primary focus was to create a visual identity that is both memorable and reflective of the academy's ethos. I aimed to achieve a design that conveys the institution's dedication to fostering creativity and growth while also being adaptable across various media.
YL : I plan to continue refining and expanding the branding elements to ensure consistency across all platforms. Additionally, I aim to leverage the recognition from the award to explore new opportunities for collaboration and further enhance the academy's visibility.
YL : The branding process spanned from August 2023 to February 2024, encompassing initial sketches, stakeholder collaboration, digital iterations, and final refinements. However, this project is always ongoing. Now, I'm working on iterating the school website based on our user testing.
YL : I'm working at the New York School of Arts and the ViennArt Academy is stemming from it. However, I was deeply inspired by the challenge of creating a brand identity that would resonate with both traditional and modern elements, aligning with the academy's vision.
YL : The branding design is exclusively used by ViennArt Academy. There are no plans to sell or lease the production rights as it is tailored specifically to the academy's identity and mission.
YL : My passion for visual communication and education drove me to design this branding. I wanted to create a meaningful and impactful identity that would inspire students and reflect the academy's commitment to artistic excellence.
YL : Yes, Iko Tanaka's work significantly influenced my design. His ability to merge cultural elements with modern aesthetics inspired me to create a brand identity that honors tradition while embracing contemporary design principles.
YL : The target audience includes prospective students, their parents, educators, and the broader art community. The design aims to attract individuals who value a blend of traditional art education and innovative practices.
YL : The unique integration of light and shadow elements, along with the symmetrical representation of V and A, sets this design apart. It not only serves as a logo but also encapsulates the academy's philosophy of art as a reflective and dynamic process.
YL : The name "ViennArt Academy" was chosen to reflect the academy's location in Vienna, Virginia, and its focus on art education. The play on words emphasizes the academy's commitment to art as a core component of its identity.
YL : I used Adobe Illustrator for logo design, Adobe Photoshop for mockups, Wix for website development, and Adobe InDesign for booklet design. These tools allowed for precise and versatile design work.
YL : The most unique aspect is the reflective interpretation of VAA and the use of parallelograms to symbolize light and shadow. This not only represents the academy's name but also its core values of creativity and continuous growth.
YL : I collaborated with stakeholders from ViennArt Academy, including educators and administrative staff. Their insights were invaluable in ensuring the design accurately represented the academy's mission and values.
YL : Technology played a crucial role in the design process, from digital sketching and iterations to the final production of marketing materials. Tools like Adobe Illustrator and Photoshop enabled precision and creativity, ensuring a high-quality outcome.
YL : Yes, the design was influenced by stakeholder feedback and market research. We conducted surveys and focus groups to understand the needs and preferences of our target audience, ensuring the design resonated with them.
YL : One of the main challenges was navigating trademark application rejections and finding a name that was both unique and representative. Additionally, balancing the sharp angles of the parallelograms with a softer visual appeal required careful refinement.
YL : I decided to submit the design to the A'Design Award to gain international recognition and validate the quality of my work. The competition's prestige and global reach offered a platform to showcase the design to a wider audience.
YL : This project reinforced the importance of stakeholder collaboration and iterative design. I learned to balance creative vision with practical considerations, enhancing my ability to produce designs that are both aesthetically pleasing and functional.
YL : I'd like to emphasize the importance of integrating cultural and contemporary elements in design. This approach not only preserves heritage but also makes art accessible and relevant in today's context.
