东大门·东湖商业广场，即KK-PARK东大门。原址为主题公园，在整体改造后，改造为中韩主题风格商业街区。
项目关键词：
商业标识、字体设计、品牌设计、标识造景、文化造景
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SURE Design承担了东大门·东湖商业广场项目中的标识导视和环境图形设计工作。
东大门所在的商业区域周边有众多韩国企业和工厂，覆盖数万常居盐城的韩国居民，因此本项目的定位之一，则是打造一个具有韩国风情的商业街区。我们尝试使用中文、英文和韩文的文字特征，打造一个视觉上同时接近中文、英文和韩文，或者说将文字间的形态区别略微模糊的综合视觉形象，以此将中国人和韩国人的文化背景同时带入。
在字体设计方面，我们以韩文的单字进行拆解，用拆解后的韩文“笔画”特征，重新组合中文和英文部分，在logo和衍生文字的排布上，将三种文字混搭，以减少中文-韩文-英文之间翻译体的对照格式，进一步加深文字间的模糊感，形成中韩街区视觉上模糊的感官边界。在这个做法基础上，我们重新设计了整套东大门街区的中文、英文和对应的韩文，将他们应用在标识上，使街道视觉统一并完整。
在标识上，我们以东大门内部街道的功能划分为依据，在招商之前，以通俗的帮助消费者理解消费类型的消费符号如酒壶、眼镜、鸡腿、啤酒杯、理发剪刀、书本，结合对应消费氛围的文字如好吃、美味、欢迎你、大促销、干杯的中韩英文，在招商之前就以招牌提前打造出商业氛围，结合消费类招牌丰富和多样的工艺做法，一次性将商业街的消费和人气氛围拉到高点，一方面促进了后期的招商，一方面强化了街道的热闹气质。
最终我们以文化造景的方式，以消费者熟悉的标识、广告、旗招等日常场景，联合产生中-韩文化模糊性的字体设计，共同在现场完成了一个具有商业整体感、有烟火气、有文化背景和消费气质的混合场所。
主持设计师：张烁
项目设计师：杨森羽
设计师：杨森羽、吴帆、张皓涵、周文婷（实习）
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内容：环境图形
客户：万路设计咨询（深圳）有限公司
周期：2022年4月-2023年6月
East Gate · East Lake Commercial Plaza, also known as KK-PARK. The original site was a theme park, which was transformed into a Chinese-Korean theme style commercial area after the overall renovation.
Project Keywords:
Commercial Logo, Typography, Branding, Logo Landscaping, Cultural Landscaping
SURE Design undertook the signage and environmental graphic design for the KK-PARK Commercial Plaza project.
The commercial area where KK-PARK is located is surrounded by many Korean companies and factories, and covers tens of thousands of Korean residents living in Yancheng, so one of the positioning of this project is to create a commercial area with a Korean flavor. We tried to use the character features of Chinese, English and Korean to create a comprehensive visual image that is visually close to Chinese, English and Korean at the same time, or slightly blurring the morphological differences between the characters, so as to bring in the cultural background of both Chinese and Koreans at the same time.
In terms of font design, we disassemble the Korean single character, use the disassembled Korean "strokes" to reassemble the Chinese and English parts, and mix and match the three kinds of characters in the layout of the logo and the derived characters, in order to minimize the control format of the translation between Chinese-Korean-English, and to further deepen the blurring sense between the characters, thus forming a visually blurred visual image of the Chinese-Korean neighborhoods. The Chinese-Korean neighborhoods are visually blurred sensory boundaries. Based on this approach, we redesigned the entire KK-PARK neighborhood in Chinese, English, and the corresponding Korean characters and applied them to the signage to make the street visually unified and complete.
Based on the functional division of KK-PARK's internal streets, we used consumer symbols that help consumers understand the type of consumption in layman's terms such as wine bottles, eyeglasses, chicken drumsticks, beer mugs, barber scissors, and books, combined with the corresponding consumer atmosphere in words such as delicious, yummy, welcome, big promotion, and cheers in Chinese and Korean English, to create a business atmosphere in advance with signage before investment promotion, and to combine the consumer type Combined with the rich and varied craftsmanship of the signboards, the consumption and popularity atmosphere of the commercial street is brought to a high point at one time, which on the one hand promotes the investment in the later stage, and on the other hand strengthens the bustling temperament of the street.
In the end, we used cultural scenography to create a mixed place with a sense of commercial wholeness, fireworks, cultural background and consumption temperament by combining the daily scenes of signs, advertisements and flags that consumers are familiar with with with the font design that creates a blurring of Chinese and Korean cultures.
Principal Designer：Zhang Shuo
Project Designer：Yang Senyu
Designer：Yang Senyu、Wu Fan、Zhang Haohan、Zhou Wenting(internship)
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Content：Environmental Graphics Design
Customer：Value Design
Period：04.2022-06.2023
