Tokyo Olympics Poster Design-Tokyo This Moment

Color shock! "Beijing News" Detailed behind-the-scenes explanation of the Olympic gold medal poster|Listen to me

The Tokyo Olympics have come to an end. During the Olympics, have your circle of friends been flooded with “colorful” Olympic gold medal posters? In 17 days, the Beijing News’ gold medal poster design team designed the posters for the Chinese Olympic delegation. 38 gold medal winners designed 38 posters.

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

Listen to me in this issue, we talk with the design and production team of the Beijing News

Olympic gold medal poster about the story behind the gold medal

poster.

Poster design: Gao Junfu

Wang Chunqiu:

Senior Editor of the Beijing News Sports News Department

Gao Junfu:

Senior Art Editor of the Beijing News Layout Design Department

Gold Medal Poster Gold Medal Team

Moderator

Yes. It would be more enjoyable and relaxing to just watch the game, but after all, we have the task and pressure of news reporting, especially when we win the gold medal, we are still highly nervous. It felt quite long at first, then it felt very fast, and now I feel completely relaxed.

Wang Chunqiu

I was busy until late yesterday, putting together the 38 posters and designing a Beijing News poster in the style of my previous Olympic gold medal posters. Entertainment posters from the Olympic Posters Team.

Gao Junfu

There are 12 people in our team. There is also a behind-the-scenes hero, our supervisor Jin Qiu, although he does not show his face in the poster. I had this idea at the beginning and discussed with Toshio that after the Olympics, we would put all the posters together and the visual effect would be more shocking.

Wang Chunqiu

Moderator

I remember the day of August 2nd very vividly, which produced 5 gold medals.

Yes, three gold medals that day were produced intensively within 15 minutes, including weightlifting, hanging rings, and shooting. We all came together at that time, and we really didn’t expect it to be so dense.

Wang Chunqiu

Actually, we have made some preparations in advance, including the expectation that there may only be one or two gold medals a day, or there may be more than 10 gold medals a day. Whenever there is a slight possibility of winning a gold medal, we have to make the poster first and then send it out as soon as possible.

Gao Junfu

At that time, our prediction was that China should win 35 to 40 gold medals. When Junfu heard so much, he also said that he had received a big job this time.

Wang Chunqiu

Color Impact: A gold medal poster that breaks through the tradition

Version

Style:

Simple

Host

I have seen many posters from different media, and I think the Beijing News poster is particularly unique and has a particularly strong tone.

Actually, when Toshio and I were discussing the first version of the poster, it was still quite conventional. I felt that no matter how I designed it, the visual effect was not very outstanding. At that time, we thought, what effect does the Beijing News’ Olympic poster want to achieve? What key information should we tell everyone? In the end, we believed that the Beijing News’ gold-winning Olympic poster should have four key elements: Which gold medal? Who won it? What event? What result? There are other secondary elements, such as the Olympic Games logo, competition date, Beijing News logo, and promotion QR code.

Wang Chunqiu

Host

So we actually want to emphasize its news nature, which is how much money China has received.

Actually, this is also considered from the reader's perspective. On the one hand, as national pride is rising day by day, we also want to accurately hit the audience's psychology through posters. This point is actually the number of gold medals. On the other hand, who took the gold medal. Apart from these two points, other aspects are relatively unimportant.

So we try to remove some unnecessary elements as much as possible, and maximize the functionality of the poster - presenting the gold in the most concise state.

Gao Junfu

Color:

Intense

Moderator

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

Choosing colors is indeed difficult. Maybe everyone sees the same color on the poster, but in fact, there are many colors to try during the production process. For example, for diving, blue is a more suitable color, but blue is different from blue. How to adjust the saturation and brightness of this blue requires a lot of trials.

Gao Junfu

Then there is the number of gold medals. First, you have to match the color of the project, and then you also have to consider the posters made for each gold medal within a day. The colors cannot be repeated.

Wang Chunqiu

Moderator

Quite a headache, right?

Things that require a lot of thinking. In terms of color selection, we think about what kind of color can bring people the greatest emotional fluctuations through some color training perspectives, so as to release more of everyone's pride in Chinese sports.

So, our color selection broke away from the traditional Chinese color matching and used many more radical, modern and sporty colors with strong contrast. Because this time it is mainly distributed on new media platforms, there is no need to consider the issue of printing colors. We boldly use RGB color tones to give people a very intense and out-of-the-box feeling.

Gao Junfu

Picture:

Shocking

Host

Teacher Wang will give suggestions for posters Do you have any opinions?

I will still give my opinions. Junfu is definitely more professional in color matching, and we trust him very much. We mainly look at which picture is best to use.

I remember there was a picture of weightlifting at that time. Toshio wanted a picture of him holding a barbell sideways, but we found a picture of an athlete roaring in celebration, which we thought was more impactful. Afterwards, everyone discussed and thought that maybe this more imposing picture would be better. Design teams often have discussions like this.

Another time that impressed me deeply was the picture used on the poster of Ma Long winning the gold medal. The picture I was looking for at that time was a picture of Ma Long serving a topspin ball. It was originally a horizontal picture, but later I turned the picture upside down because everyone called Ma Long the Dragon Team. I thought it had a meaning that the dragon looks up to see the gold medal. At that time, I gave the picture to Toshio, and he also took a liking to it at first sight.

Wang Chunqiu

Values:

Gold medal posters are not just about gold medals

Bao Hongguang, chief editor of the Sports News Department:

In the men's 100-meter semi-finals, Su Bingtian advanced to the final with a time of 9.83 seconds, becoming the first Chinese to stand on the Olympic men's 100-meter final track. We broke the rules and made a poster for this contestant who was not the champion. The copywriting was ChineseSuperman, with the SU amplified.

Sincere cooperation: behind-the-scenes anecdotes under high pressure of timeliness

Host

Is the most important reason for the heavy task this time due to the timeliness of production?

Wang Chunqiu

Host

I’m afraid, I’m afraid.

Wang Chunqiu

Moderator

Do the two teachers have any behind-the-scenes stories about the gold medal posters that you think are particularly worth sharing?

There are many interesting things When we are in a hurry, some unpopular projects will suddenly surprise us and exceed our expectations. For example, in the windsurfing event, Lu Yunxiu competed in several rounds, which was also relatively complicated. In the third round, she only got 25th place, and it seemed that she was definitely out of luck. But the rule is that the worst result can be cancelled. After the total points were calculated, she actually won the first place. We quickly called Toshio who was resting at home.

Wang Chunqiu

Host

Not at work at that time?

Yes, at home. It’s impossible to keep an eye on me at work forever. A lot of work is done at home.

Gao Junfu

However, although we were panicked at the time, we were still very happy. China could also win gold in this kind of project that is not strong.

Wang Chunqiu

Moderator

Do you think this cooperation is pleasant? Are there any differences of opinion and need to compromise?

Let’s not talk about compromise. There are some objective factors that we have no control over. For example, the frontline cannot send back suitable pictures.

Gao Junfu

Yes, to be honest, there are some unpopular players with very few pictures. There are only one or two pictures in the three photo galleries. Sometimes we can only make passive choices. But we know for sure that Toshio is the chief designer, and he will try his best to adjust it to a color system that best combines with this gold medal-winning character.

Wang Chunqiu

Everyone is very experienced, and their dedication to this matter can be seen. So instead of saying that everyone has conflicts with each other, it is better to say that we actually help each other to find out. If there are some unsatisfactory situations, I will try my best to make supplements. If I don't do a good job here, Chunqiu will help me make up for it in the picture selection.

Gao Junfu

Yes. If we don't choose a particularly suitable picture here, we still feel confident, because in the end Toshio comes to give us the details, and we feel more at ease because we have done enough in the preliminary work, and we can also do it in our daily communication. A tacit understanding is formed, so we can trust each other without saying too much.

Wang Chunqiu

Poster product: a new form of content communication

Moderator

What are the advantages of posters?

Actually, what I want is to conquer the world with my appearance. I just want to achieve the effect of "people are looking for him thousands of times, but that person is in the dim light", so the vision must be impactful.

Wang Chunqiu

The poster combines a lot of elements into one point, and then summarizes many elements through this point, so it encourages readers to let them diverge.

Gao Junfu

Moderator

Compared to a text message of dozens of words, posters can convey information more quickly and directly.

Gao Junfu

Host

Then what is the difference between it and news pictures? News pictures can also convey information

News The information in the picture is relatively simple, because there is copywriting on the poster, and we also have our own subjective processing of the picture. Therefore, posters can communicate more accurately and quickly than news pictures.

Looking back at the history of posters, which may be more than 200 years ago,

The first function is to stimulate, the second is to convey, and the third is to impress.

Posters are more in line with readers’ needs for information understanding in the current era of information explosion. Posters are gradually turning from a promotional material into a content product.

Gao Junfu

Host

As a content product, what constitutes a good poster?

In fact, many media The way of thinking used when making visual material products is still a relatively traditional thinking mode of words. The so-called making a picture is actually basically code words on the picture, and a lot of information is still conveyed through words. But in fact, we all have this feeling in this era. For example, when watching Douyin or Moments, we basically won’t look at something for more than two seconds. If the thing doesn’t attract me, it will be “swiped” away quickly. . Therefore, when we make posters, we must convey information as concisely, accurately and quickly as possible.

For example, like this epidemic poster, Beijing may be cleared today. Thinking from the reader's perspective, the poster only needs to convey the message "Beijing is cleared." If you want to know more, you can search for more detailed reports.

Gao Junfu

Moderator

Are there any differences between editing "online posters" and newspaper layouts?

Newspapers It has too many things to control, and the picture is just one element of the entire layout.

But in new media, the screen is so big, and this picture actually fills the entire screen, so the attention can be completely focused on the composition of this picture.

Wang Chunqiu

Winter Olympics again: the next plan of the poster team

Host

This time the Tokyo Olympics mission has been It’s done, what are the next steps?

The Winter Olympics are very close, and we will definitely still make posters. And we dare to say that it will not be worse than the one in Tokyo, only better. We are still confident about this.

Wang Chunqiu

Gao Junfu

Host

Posters were probably hand-painted 200 years ago. In recent decades, it has been computer-generated. In the future, as technology advances, there will be other possibilities. For example, there are some posters now, which are no longer two-dimensional static images, but dynamic images.

Gao Junfu

Host

Looking back on the past 17 days, the athletes have worked hard on the field, and we at the back feel both nervous and fulfilled. The final result of the Olympic poster was pretty good. In terms of dissemination, thanks to the likes of colleagues, they all forwarded it as soon as possible, including some well-known athletes, so that the dissemination of the poster achieved a relatively good effect. This is also a motivation. We will definitely do better when we make posters for the next competition, and we will not continue the style of the Tokyo Olympics. We will definitely change to another way and innovate again.

Wang Chunqiu

When doing this, the newspaper gave us a lot of freedom and tolerance, allowing us to truly design products from a visual way of thinking. I think this is unprecedented. I also believe that this degree of freedom will become greater and greater in the future, and we will be able to design and produce more and better products. The Tokyo Olympics gold medal posters are different from traditional posters in the past. The most important thing is that we increasingly respect the aesthetic and reading styles of this era, and also respect the professionalism of colleagues in each department, and have excellent leaders to control the entire direction. , so it is an inevitable result that we have good products.

What are the graphic design masters and works of Taka Toshio at home and abroad

Japan: Isamu Kenmochi, Shigeo Fukuda, Yusaku Kamekura, Kazumasa Nagai, Koichi Tanaka, Ryuichi Yamashiro, Yoshio Hayakawa, Famous designers such as Kurizu Kiyoshi, Sugiura Kohei, and Yokoo Tadanori.

Among them, Jian Chiyong is mainly engaged in interior design and furniture design. In 1964, his work "Round Rattan Chair" was selected as a 20th century design collection by the New York Museum of Modern Art; other representative works include 1968 Designed for the interior of a Japan Airlines jet; interior decoration and furniture design for the Keio Plaza Hotel in 1971. He paid great attention to the functions of interior designers and its status in the entire designer association. His efforts to explore "Japanese design" led to a mental breakdown and committed suicide in 1971.

Shigeo Fukuda, born in 1932, is a talented contemporary Japanese graphic designer. He is one of the founders of modern post-war graphic design in Japan. He has made great achievements in advertising design. His main masterpieces include the 1976 "Osaka, Japan" Advertising posters for the World Expo", "76' Olympic Games commemorative medal" in 1976, etc. Yusaku Kamekura (1915-1997) is revered as the father of modern Japanese design. His poster designs, especially those for the 1964 Tokyo Olympics and the 1972 Sapporo Winter Olympics, established his unshakable position in the Japanese graphic design community. In 1964, he was responsible for the Tokyo Olympics graphic design project, including logos, posters, visual communication systems, etc. He incorporated the red circle in the Japanese flag - the so-called sun symbol - throughout the design, linking this circle with the International Olympic Games. The five rings are connected together to achieve the effect of both national characteristics and accurate international recognition. It is an outstanding work in the system design of the International Olympic Games.

Kazada Nagai, born in 1929, was one of the leaders of Japanese graphic design and art direction in the 1960s. He is also a prolific designer. Among his many designs, the three exhibition posters he designed in 1986 are the most representative.

Ikko Tanaka, who was born in 1930, is very fond of the simple geometric figures of vertical and horizontal lines in traditional Japanese culture. At the same time, he is very interested in the international vocabulary of design developed by Bauhaus and the style of internationalist graphic design. interested. He regards the surface and space in the composition as the core of the design. He uses a grid network as the basis of graphic design to achieve a high degree of order and neatness. He uses brightly colored and jumping geometric surfaces to compose the image. The colors are often relatively contrasting. Close to achieve color harmony. The theater poster he designed in 1961 fully reflects his design style and characteristics.

Germany: Starting in the 1960s, a poetic treatment of visual communication gradually emerged in Germany, based on photography and through collages and composite paintings that played with photographic images, evidenced by editorial and promotional materials, including books and records Covers, magazine designs and concert, television and radio posters are areas of communication that provide these poets with a receptive public and patrons.

The person who made an outstanding contribution in this regard is Günther Kieser. Kieser, who was born in 1930, is an outstanding imagist. He often uses unexpected Visual content to solve communication problems. He puts images or ideas together to create a new dynamic, a new arrangement or a synthesis of fundamentally dissimilar substances. His poetic visual communication always has a rational basis, connecting expressive shapes with conveyed content. It is this ability that distinguishes him from design practitioners who use fantasy or surrealism as an end rather than a means. . There is often a quality of openness in his designs, sometimes achieved by proportion. In other designs, color or chiaroscuro brings this quality to his work. In the late 1970s and early 1980s, he began to construct fictional objects that were convincingly real. The viewer, on his or her way, stops to study the huge color photo poster with Kaede's personal insights, to determine whether he or she is delusional. Kaede's famous poster design includes the 1966 "Alama Slow" "Step Jazz Dance Concert", 1975 Berlin Jazz Festival poster, 1978 "Frankfurt Jazz Festival", etc. The former, a dove in a stark black-and-white poster with a typography inspired by 19th-century woodcut type, became a powerful symbol of the desire for freedom and justice contained in the folk slow-jazz music.

In the 1960s and 1970s, Germany's famous graphic design organizations promoted the Frankfurt Visual Communication (FrankfurtGrafik) and Photography (Foto) groups. Gunter Rambow and Gerhard Lienemeyer are the founders of this organization.

In their visual communication design, the photographic medium is transformed from ordinary to extraordinary through manipulation, manipulation, synthesis and spray painting. They combine or move everyday images and then print them into clear, documented black and white images. For example, in the poster they designed for the play "Die Hamletmaschine" in 1980, a person stood behind the photo in front of the wall and reselected another photo of the wall before tearing the photo above. Finally, the re-photographed image presents an impossible confusion to the viewer. This image seems to be able to destroy itself, a character seems to have the ability to deny his own existence.

There were several other designers who used Imagism in visual communication design during this period, such as Hans Hillman’s illustration design, which often used Dali’s simultaneity of image techniques in combination. Two images; HoglerMatthies often handles eye-catching images in his designs. For example, in an opera poster, a contrasting photo of an actress is reproduced on a photograph of a leaf, and in a promotional material, a pistol is pointed at the viewer while wearing sunglasses.

Domestic: Han Jiaying. Chen Shaohua. Chen Youjian.

Hong Kong designer: Jin Daiqiang

Too many. . .

This moment in Tokyo