骑缘国际马术俱乐部 – VI、印刷品、衍生品、导视

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北京骑缘国际马术俱乐部位于北京市宋庄，是一所含马术训练、马术教学、马匹寄养、骑术赛事承办于一体的综合马术基地。建筑室内外及景观整体由北京大料建筑设计，我们负责其中VI、环境图形、导视、传播印刷品、衍生品等品牌物料。

我们也将骑缘的LOGO称为“四喜马”，一方面我们希望品牌整体能表达出骑术这一来源于西方贵族运动的西方气质，一方面我们又希望表达出虽然是西方体系，但是毕竟根植于中国，也具有一定中国特色和文化特质。我们在中国的体系中找到了“四喜娃娃”这个文玩作为参照。四喜娃娃体现了中国文明小中见大，少中见多，寓意繁衍和生生不息的文化背景。我们又参考西方的家徽体系，希望以纹章的方式，体现出西方的文化来源和贵族想象。最终我们惊喜的发现在伊朗古代的壁画中，赫然具有融合了东西方“马”和“四喜”的“四喜马”壁画。根据这些元素，我们创造出了属于骑缘马场的“四喜马”标志。希望他能体现出马术运动来源于西方、根植于中国的美好寓意。

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团队成员：
设计总监：张烁、王小阳
设计师：王小阳、梁培华、鲁丹阳、傅诗欣、黄静、陈雅安

内容：VI、印刷品、衍生品、导视设计
规模：7000平方米
地点：北京，宋庄
周期：2017.9 - 2018.6

建筑、室内设计：大料建筑
摄影：孙海霆

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Beijing Rider Partner International Equestrian Club is located in Songzhuang, Beijing. It’s a comprehensive equestrian basement of equestrian training, equestrian teaching, horse fostering, equestrian events all together. The indoor and outdoor architecture and the overall landscape is designed by Beijing Daliao Construction and the parts we are responsible for are the brand materials such as VI, environment graphics, guide, printed matter for communication, and derivative.

We also name the logo of Qiyuan as “Four Happiness Horses”: on one hand, we hope that the brand itself can reflects the western temperament of that the equestrian comes from the western noble sports; on the other hand, we also hope to make the expression that though it is originally a western system, it is rooted in China after all, so it has certain Chinese feature and cultural temperament. We took the cultural ornaments of “Four Happiness Dolls” that’s found in the Chinese cultural system as the reference. The four happiness dolls represent the cultural background of that the feature of “see a world in a grain of sand” and the moral of prosperity and long-living in the Chinese civilization. Then we took the western family crest system as another reference and hoping that the armorial from can reflects the culture resource and noble imagination that’s originated in the west. In the end, we surprisingly came across with the “Four Happiness Horses” mural from the ancient Iran, which obviously integrates the “Horses” and “Four Happiness” from the west and the east. Based on the elements above, we created the “Four Happiness Horses” sign which specially belong to the Rider Partner Equestrian, hoping that it could express the beautiful moral of originating in the west and rooting in China.

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Team members:
Design director: Zhang Shuo, Wang Xiaoyang
Designers: Wang Xiaoyang, Liang Peihua, Lu Danyang, Fu Shixin, Huang Jing, Chen Yaan

Content: VI, print, derivatives, guide design
Scale: 7000 square metres
Venue: Songzhuang, Beijing
Work cycle: 2017.9-2018.6

Architecture, interior design: dl-atelier
Photo: sun Haiting

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