Zansyu 北魏真書體
T Branding
C Zansyu
AD Ting-An Ho
GD Ting-An Ho, Ruopu Li
MD Ting-An Ho, Ruopu Li
Year 2022
類別 品牌塑造
客戶 創談室
藝術總監 何庭安
平面設計 何庭安，李若菩
動態設計 何庭安，李若菩
年份 2022
C Zansyu
AD Ting-An Ho
GD Ting-An Ho, Ruopu Li
MD Ting-An Ho, Ruopu Li
Year 2022
類別 品牌塑造
客戶 創談室
藝術總監 何庭安
平面設計 何庭安，李若菩
動態設計 何庭安，李若菩
年份 2022
2022年底，由香港字體設計師陳濬人花費10年時間所設計的《北魏真書體》集資啟動在即，由於對於字體如此龐大而繁複的專案需要一套清晰易懂且奪人眼睛的識別，我們因此受其委託，打造集資的品牌識別。在初幾次的收斂會議中，我們透過品牌核心的梳理方法得到一些洞見，《北魏真書體》的字型靈感雖是取自香港街頭招牌，然而它的設計方法卻不是畫皮畫骨的照抄，而是取魏碑俐落與厚實的風格、雄渾有力但乾淨俐落的風格設計而成，因此我們得到了「源於城市、取自傳承」的品牌故事，以及「新時代繁體中文楷書字體」的品牌願景，並以這樣脫胎轉生、充滿更迭與迭代精神的能量作為識別設計的主力。
北魏真書作為「楷體字」的一種分支，長久以來受到誤解，由於台灣人自小到大老是受制於有骨無肉有形無神的標楷體所荼毒，加上楷體總是出現在罰寫、倒垃圾、寫論文、收發公文、校園政府軍隊各處室門牌、帳單和律師信函等情境，是以台灣人早已把楷體與「醜」、「無聊」綁死在昭彰的惡名之下。為了顛覆此老舊匠氣的預設，我們啟用了大膽的亮綠色、濃厚的正黑色，以及粗厚銳利的歐文字體做為搭配，並採用充滿數位氣質的動態設計方法，以「衝撞」的破壞式創新去塑造北魏真書體的全新識別，並一以貫之的使用在品牌露出各處。
北魏真書作為「楷體字」的一種分支，長久以來受到誤解，由於台灣人自小到大老是受制於有骨無肉有形無神的標楷體所荼毒，加上楷體總是出現在罰寫、倒垃圾、寫論文、收發公文、校園政府軍隊各處室門牌、帳單和律師信函等情境，是以台灣人早已把楷體與「醜」、「無聊」綁死在昭彰的惡名之下。為了顛覆此老舊匠氣的預設，我們啟用了大膽的亮綠色、濃厚的正黑色，以及粗厚銳利的歐文字體做為搭配，並採用充滿數位氣質的動態設計方法，以「衝撞」的破壞式創新去塑造北魏真書體的全新識別，並一以貫之的使用在品牌露出各處。
In late 2022, Hong Kong type designer Adonian Chan prepared to launch the crowdfunding campaign for Northern Wei Regular Script, a typeface developed over a ten-year period. Given the scale and complexity of the project, we were commissioned to design the brand identity for the campaign, with a focus on clarity, accessibility, and strong visual impact.
Through initial alignment sessions, we identified a key positioning insight. While the typeface draws inspiration from Hong Kong street signage, its design approach is not based on direct imitation. Instead, it distills the structural qualities of Northern Wei steles—characterised by solidity, clarity, and a balance of strength and restraint—into a contemporary typeface system. Based on this, we defined the brand narrative as “rooted in the city, shaped by tradition,” and established the vision of creating a new-generation Traditional Chinese Regular Script typeface. The identity system was therefore developed around themes of transformation, iteration, and continuity, rather than preservation alone.
Through initial alignment sessions, we identified a key positioning insight. While the typeface draws inspiration from Hong Kong street signage, its design approach is not based on direct imitation. Instead, it distills the structural qualities of Northern Wei steles—characterised by solidity, clarity, and a balance of strength and restraint—into a contemporary typeface system. Based on this, we defined the brand narrative as “rooted in the city, shaped by tradition,” and established the vision of creating a new-generation Traditional Chinese Regular Script typeface. The identity system was therefore developed around themes of transformation, iteration, and continuity, rather than preservation alone.
Full Credit ::
Client: Zansyu
Type Director: Adonian Chen
Producer: Ire Tsui
Graphic Design: Ting-An Ho, Ruopu Li
Motion Design: Ting-An Ho, Ruopu Li
Filming: Ting-An Ho
Soundtrack: MAEL
Illustration: Little Thunder (special thx)
Marketing Consultant: Jaded Lin
Digital Marketing: Trigger Co., Ltd.
Year: 2022
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