QQ MUSIC DIANFENG AWARDS RENEWAL
"QQ Music Dianfeng" has unified the diverse musical preferences of the younger demographic since its inception, creating a singular representation. Since 2023, the MUX design team has collaborated seamlessly across various departments, including Dianfeng Chart, Dianfeng Music Festival, Dianfeng Night, Dianfeng Live, and Dianfeng Awards. This substantial interdepartmental collaboration has entrusted us with the comprehensive responsibility of shaping the brand's overall design, encompassing both online and offline visual elements and design guidelines.
As "QQ Music Dianfeng" continues its expansion, we have undertaken the task of redefining the brand's essence and rejuvenating its image to consistently convey its vision with an elevated standard of design quality.
As "QQ Music Dianfeng" continues its expansion, we have undertaken the task of redefining the brand's essence and rejuvenating its image to consistently convey its vision with an elevated standard of design quality.
QQ音乐巅峰榜，年轻人的潮流音乐榜。设计团队自2023年起，开始跨部门合作：巅峰榜、巅峰音乐节、巅峰之夜、巅峰现场、巅峰盛典设计工作。近期圆满收官的巅峰盛典，则是基于「2023年QQ音乐·巅峰榜」年度上榜歌手及作品揭榜而举办的年度盛典。在这次意义非凡的跨部门合作中，设计部负责了盛典品牌全案设计，覆盖线上到线下全链路视觉设计与指导，为活动对外宣传展示了完整专业的品牌设计语言与感知，提高QQ音乐·巅峰盛典外宣品质与厂牌影响力。
PROJECT APPROACH
1. ‘Dianfeng’ and the Cube
The connection between 'Dianfeng' and the cube holds significant symbolism, possibly portraying the festival's first impression or initial encounter. The cube might serve as a visual or physical representation of the music awards’ identity or theme. In 2023 and historically, annual festivals are often celebrations of specific cultural, seasonal, or historical occasions. The ‘Dianfeng’ awards likely follow this tradition, recurring as a celebratory event with its unique identity, possibly tied to the theme or significance of "Dianfeng" highlights.
The connection between 'Dianfeng' and the cube holds significant symbolism, possibly portraying the festival's first impression or initial encounter. The cube might serve as a visual or physical representation of the music awards’ identity or theme. In 2023 and historically, annual festivals are often celebrations of specific cultural, seasonal, or historical occasions. The ‘Dianfeng’ awards likely follow this tradition, recurring as a celebratory event with its unique identity, possibly tied to the theme or significance of "Dianfeng" highlights.
2. A cube, 29 Angles, A Million Meanings
The festival's slogan, "LOVE Diversity CHERISH Uniqueness," embodies inclusion and acceptance. The ‘Dianfeng’ chart symbolizes a diverse collection of young people's music preferences, converging individualized lists into a collective representation. The cube symbolizes this convergence and storage of multifaceted music, reflecting the festival's theme of inclusivity. Lively colors and elements like records, spotlights, and notes further emphasize the celebration of diverse music.
The festival's slogan, "LOVE Diversity CHERISH Uniqueness," embodies inclusion and acceptance. The ‘Dianfeng’ chart symbolizes a diverse collection of young people's music preferences, converging individualized lists into a collective representation. The cube symbolizes this convergence and storage of multifaceted music, reflecting the festival's theme of inclusivity. Lively colors and elements like records, spotlights, and notes further emphasize the celebration of diverse music.
3. Loving New Heights
The awards ceremony, hosting 30,000 people, diverged from tradition by incorporating the "Cube" heritage, symbolizing a collective passion for music. It emphasized "A little love leads to peak achievement," conveying a high-level spiritual message and departing from seriousness to exude "youth trend," "personality vitality," and "grandness." Through refined visual characteristics, the ceremony showcased uniqueness, creating an immersive audio-visual experience, a dazzling joyous feast, and leading the trend with originality.
The awards ceremony, hosting 30,000 people, diverged from tradition by incorporating the "Cube" heritage, symbolizing a collective passion for music. It emphasized "A little love leads to peak achievement," conveying a high-level spiritual message and departing from seriousness to exude "youth trend," "personality vitality," and "grandness." Through refined visual characteristics, the ceremony showcased uniqueness, creating an immersive audio-visual experience, a dazzling joyous feast, and leading the trend with originality.
一、巅峰与立方盒子
谈及巅峰盛典初印象，印入脑海的便是画面中心的立方盒子，你可能会想要知道，
巅峰与盒子有何关联？追溯回2023年巅峰音乐节，年度盛典又是如何承上启下的？
立方盒子让我们遐想到多元音乐的汇聚与承载，包容个性多面的音乐内容。搭配年轻潮流的巅峰紫、Q 音绿，形成高饱和与对比，辅助以唱片、聚光灯束、闪电、音符等元素表达潮流音乐榜单属性，以中心发散的透视布局，构建出一个碰撞吸睛的、个性张扬的、交融汇聚的音乐舞台与空间。
谈及巅峰盛典初印象，印入脑海的便是画面中心的立方盒子，你可能会想要知道，
巅峰与盒子有何关联？追溯回2023年巅峰音乐节，年度盛典又是如何承上启下的？
立方盒子让我们遐想到多元音乐的汇聚与承载，包容个性多面的音乐内容。搭配年轻潮流的巅峰紫、Q 音绿，形成高饱和与对比，辅助以唱片、聚光灯束、闪电、音符等元素表达潮流音乐榜单属性，以中心发散的透视布局，构建出一个碰撞吸睛的、个性张扬的、交融汇聚的音乐舞台与空间。
二、一切从一个盒子开启
巅峰榜集合了多口味音乐内容，开放收纳和评榜「全品类」与「多垂类」的年轻人潮流音乐。榜单音乐内容体现出：自由多面、个性多元、万象包容的音乐内容特征。音乐盒子的定义，巧妙表达对多元音乐的汇聚与承载。盒子的多面性，灵活生动诠释着「热爱不同面」的特质。搭配年轻潮色巅峰紫、Q音绿，形成高饱和对比，辅助以唱片、聚光、灯束、闪电、音符等元素传递音乐榜单属性，整合以中心发散的透视，构建出一个碰撞吸睛的、个性张扬的、交融汇聚的音乐舞台与空间。
巅峰榜集合了多口味音乐内容，开放收纳和评榜「全品类」与「多垂类」的年轻人潮流音乐。榜单音乐内容体现出：自由多面、个性多元、万象包容的音乐内容特征。音乐盒子的定义，巧妙表达对多元音乐的汇聚与承载。盒子的多面性，灵活生动诠释着「热爱不同面」的特质。搭配年轻潮色巅峰紫、Q音绿，形成高饱和对比，辅助以唱片、聚光、灯束、闪电、音符等元素传递音乐榜单属性，整合以中心发散的透视，构建出一个碰撞吸睛的、个性张扬的、交融汇聚的音乐舞台与空间。
三、点滴热爱，成就巅峰
我们承袭了「音乐盒子」为视觉主体，直至巅峰盛典。一年来，每位听众和音乐人点滴喜爱的集合，才能成就一场年度收官嘉年华，「点滴热爱，成就巅峰」是这次盛典的高度精神传递与总结。这场承载了3w人次的盛典现场，如何区别于传统颁奖典礼的严肃感，为听众呈现出沿袭巅峰厂牌「年轻潮流」「个性活力」的态度与风格，同时彰显收官盛典的「盛大」「隆重」感，打造更沉浸式的视听体验。我们尝试归纳巅峰子品牌优先级，提炼各类子品牌视觉定调侧重与特征。年度盛典彰显的是独特，是炫彩喜悦的视听盛宴，它别出心裁，引领趋势。
我们承袭了「音乐盒子」为视觉主体，直至巅峰盛典。一年来，每位听众和音乐人点滴喜爱的集合，才能成就一场年度收官嘉年华，「点滴热爱，成就巅峰」是这次盛典的高度精神传递与总结。这场承载了3w人次的盛典现场，如何区别于传统颁奖典礼的严肃感，为听众呈现出沿袭巅峰厂牌「年轻潮流」「个性活力」的态度与风格，同时彰显收官盛典的「盛大」「隆重」感，打造更沉浸式的视听体验。我们尝试归纳巅峰子品牌优先级，提炼各类子品牌视觉定调侧重与特征。年度盛典彰显的是独特，是炫彩喜悦的视听盛宴，它别出心裁，引领趋势。
HOW TO RENEW THE BRAND
A. Visual Identity System
We developed diverse 2D box shapes alongside the 3D element, expanding our material design techniques. These, paired with brand elements, create a unified, dynamic, and vibrant visual style.
B. Color System
Two Different Themes while Maintaining the Essence of the Design Concept
Day1: "Pop Vector" The first theme emphasizes "Love Diversity" with colorful cubes focusing on trend pioneer music, maintaining the same colors as the graphic key visual.
Day2: "Diversity within Music" The second theme showcases diverse musical choices, refining the colorful cube palette to reflect personalized artist styles.
C. Vibrant and Rich Brand Application System
The extended application design system for the brand expands upon the key visual and design rules for on-site preparation, covering essential elements of the event to ensure a comprehensive and cohesive visual identity throughout. This revision aims to embody the brand's essence"Love from different angles”.
A. 图形体系规则
除了以3D盒子元素外，我们也衍生出盒子2D形态的多种表现形式，形成更多元化的物料
设计手法与规则。搭配品牌元素，物料在具备统一视觉基调与规则下，开始变得多变生动
灵活丰富。
B. 色彩体系规则
盛典为期两天的奖项主题不同，打造统一调性但各具奖项特色的物料设计系统。
Day1: “引领先锋”流行风向标：侧重体现「热爱一切」，凸显年轻人潮流先锋音乐，颁发
「头部先锋艺人」「新热趋势亮点艺人」为主。我们设定与主KV同样基调，深紫氛围，搭配炫彩盒子为中心载体，使艺人更聚焦醒目，强化大版权艺人尊显感，体现头部音乐人引领的潮流趋势。Day2: “潮流多面”多元垂类音乐：侧重体现「坚持不同」，凸显年轻人多元音乐选择，颁发「多元垂类」奖项为主。这一天，则巧妙提炼盒子的渐变至氛围背景，强调个性化、炫彩多变的
艺人风貌，通过渐变色碰撞又融合的视觉氛围，体现自由、多口味音乐选择与共鸣。
C. 缤纷炫彩的品牌应用体系
当我们定义好主KV与基础规则后，马不停蹄需要为巅峰盛典宣发与现场准备品牌全案的延展物料设计。覆盖活动中多个核心板块包括了。基于这几点，打破音乐节封闭式的图文排版，以文字自由环绕主体的方式，强化更透气灵动的空间层次。同时设定了标识的多种组合方式，既是识别，也可作为图形元素，使多类物料在版式呈现与运用上更加灵活丰富。汇聚巅峰，演绎巅峰，点滴热爱，成就巅峰。
We developed diverse 2D box shapes alongside the 3D element, expanding our material design techniques. These, paired with brand elements, create a unified, dynamic, and vibrant visual style.
B. Color System
Two Different Themes while Maintaining the Essence of the Design Concept
Day1: "Pop Vector" The first theme emphasizes "Love Diversity" with colorful cubes focusing on trend pioneer music, maintaining the same colors as the graphic key visual.
Day2: "Diversity within Music" The second theme showcases diverse musical choices, refining the colorful cube palette to reflect personalized artist styles.
C. Vibrant and Rich Brand Application System
The extended application design system for the brand expands upon the key visual and design rules for on-site preparation, covering essential elements of the event to ensure a comprehensive and cohesive visual identity throughout. This revision aims to embody the brand's essence"Love from different angles”.
A. 图形体系规则
除了以3D盒子元素外，我们也衍生出盒子2D形态的多种表现形式，形成更多元化的物料
设计手法与规则。搭配品牌元素，物料在具备统一视觉基调与规则下，开始变得多变生动
灵活丰富。
B. 色彩体系规则
盛典为期两天的奖项主题不同，打造统一调性但各具奖项特色的物料设计系统。
Day1: “引领先锋”流行风向标：侧重体现「热爱一切」，凸显年轻人潮流先锋音乐，颁发
「头部先锋艺人」「新热趋势亮点艺人」为主。我们设定与主KV同样基调，深紫氛围，搭配炫彩盒子为中心载体，使艺人更聚焦醒目，强化大版权艺人尊显感，体现头部音乐人引领的潮流趋势。Day2: “潮流多面”多元垂类音乐：侧重体现「坚持不同」，凸显年轻人多元音乐选择，颁发「多元垂类」奖项为主。这一天，则巧妙提炼盒子的渐变至氛围背景，强调个性化、炫彩多变的
艺人风貌，通过渐变色碰撞又融合的视觉氛围，体现自由、多口味音乐选择与共鸣。
C. 缤纷炫彩的品牌应用体系
当我们定义好主KV与基础规则后，马不停蹄需要为巅峰盛典宣发与现场准备品牌全案的延展物料设计。覆盖活动中多个核心板块包括了。基于这几点，打破音乐节封闭式的图文排版，以文字自由环绕主体的方式，强化更透气灵动的空间层次。同时设定了标识的多种组合方式，既是识别，也可作为图形元素，使多类物料在版式呈现与运用上更加灵活丰富。汇聚巅峰，演绎巅峰，点滴热爱，成就巅峰。
THE RED CARPET EXPERIENCE
Design the offline red carpet area for artists, providing fans with the ‘Dianfeng’ red carpet experience by witnessing ‘Dianfeng’ artists' love moments.
A. Functional Area Segmentation:
Consider proportions, angles, and orientation settings for the interview area, the state of mind awards area, and the advertising areas.
A. Functional Area Segmentation:
Consider proportions, angles, and orientation settings for the interview area, the state of mind awards area, and the advertising areas.
B. Considering the Actual Printing Effect on the Site:
Ensure accurate color reproduction from RGB to CMYK, preparation of Pantone color values, and testing color reduction for LED-like color effects.
C. State of Mind Awards:
Design an artist interactive photo zone allowing artists to hand-paint on the spot within the brand coloured cubes on the wall, combining their handmade craft with the QQ Music World IP characters for the "State of Mind Award".
巅峰盛典同时加入站内多种互动玩法，线上颁发巅峰勋章，为每位听众的“巅峰成就”颁奖；线下举办红毯仪式，为粉丝提供巅峰红毯体验，见证艺人的热爱时刻。
A. 功能区域划分：
为红毯设计前，我们需要首先关注红毯功能分区，清晰艺人动线安排，以及每个区域的功能，才能为艺人带来更好的简采、互动、留影区域感受。
B. 区域效果：
我们需要针对CMYK进行多次颜色校对，除了提供Pantone色值外，准备多个色彩梯度测试颜色还原是很有必要的，确保线下色彩呈现出更趋于LED鲜亮显色的效果。
C. 精神状态大赏:
在红毯动线中，有一个艺人互动留影区域，希望艺人以现场手绘的方式，留下当下的精神状态简笔画与签名。我们使用了QQ音乐世界IP角色，以用户更为熟悉的形象带入，搭配盛典的彩色方形，结合字体设计与图形元素混排，形成了「精神状态大赏」视觉墙。
A. 功能区域划分：
为红毯设计前，我们需要首先关注红毯功能分区，清晰艺人动线安排，以及每个区域的功能，才能为艺人带来更好的简采、互动、留影区域感受。
B. 区域效果：
我们需要针对CMYK进行多次颜色校对，除了提供Pantone色值外，准备多个色彩梯度测试颜色还原是很有必要的，确保线下色彩呈现出更趋于LED鲜亮显色的效果。
C. 精神状态大赏:
在红毯动线中，有一个艺人互动留影区域，希望艺人以现场手绘的方式，留下当下的精神状态简笔画与签名。我们使用了QQ音乐世界IP角色，以用户更为熟悉的形象带入，搭配盛典的彩色方形，结合字体设计与图形元素混排，形成了「精神状态大赏」视觉墙。
