Chen Youjian Poster Design-Why do people always say that Chen Youjian's design is very good?

Leslie Cheung's royal designer has won more than 600 awards: my design is not expensive, but super expensive, the iconic goatee, small round black glasses and a simple and decent dress. It is said that he is a designer with "star temperament".

Now, he is 70 years old, and his eyes are still the same as those in his twenties and thirties: full of passion and wisdom.

Maybe you don't know his name, but you must have seen his designs, which are all over the shelves of major supermarkets.

So far, he has won more than 600 international design awards and claimed to be.

"Your own design is not expensive, it is super expensive."

, but still deeply loved by people.

▲logo design works

His design concept is a blend of eastern and western cultures, appealing to both refined and popular tastes, and he can be called the inheritor of China culture.

He said, it's not that I know much about China culture, but that I know how to express it.

He is Chen Youjian, the father of graphic design and one of the top ten famous designers in the world.

(Wang Shu, I.M. Pei, Ma and other masters are among the "Top Ten Masterpieces in the World")

▲ Chen Youjian

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Design "Godfather"

It is undeniable that this is a successful and highly competitive "product".

Besides Coca-Cola, we also grew up eating melon seeds from qiaqia, and we still love it now.

Vita milk

also

Lee Kum Kee, Blue Moon, Scream

Wait, their signs are all from him.

It can be seen that they are all classics with a sense of the times.

▲ Nongfu Spring Scream Series

Some people may not know, unlike many design masters.

In fact,

Chen Youjian, the father of design, is not a professional designer.

I have never had a systematic study experience in design major.

Besides the artistic enlightenment from my father,

The rest of my experience comes from my personal practice.

▲ A photo taken with my father when I was a child.

At the age of 20, I began to work as an assistant apprentice in an advertising company run by foreigners, and worked hard for 10 years.

I want to continue, but Chen Youjian is very tired, because "free competition demonstration" was prevalent in the industry at that time.

1980, he started his own entrepreneurial road.

▲ Chen Youjian when he was young

1986, the original dalxun advertising company was officially renamed as.

"Chen Youjian Advertising Design Company"

1996, Chen Youjian Design Company was selected as "Bible" by Graphis magazine.

One of the top ten best design companies in the world, and the only China design company to win this honor.

▲ logo design of Shanghai Bund Art Museum

▲ Logo design of National Grand Theatre

It is difficult to sum up Chen Youjian's works in one word, because his designs are all over the world.

If you have to name one of the most famous, you have to mention his "Seiko Calligraphy Clock".

Exquisite and complex China culture and craft are recombined with modern design skills to create a

Zhong and the essence of China's calligraphy.

▲ It was accepted as a permanent collection by the Museum of Modern Art in San Francisco, USA.

At first glance, it seems unremarkable, waiting for its pointer to "move"

You can discover the mystery.

The intersection of the minute hand and China's regular script stippling symbols,

As long as the complete chinese numerals is formed.

One, two, three, four, five, six, seven, eight.

"This is not so much a clock,

To be exact, this is a calligraphy work written on round rice paper.

Because when I am writing calligraphy or appreciating calligraphy works.

There is also an illusion that time has stood still,

This is also one of my sources of inspiration. "

-Chen Youjian

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Won more than 600 international design awards.

It turns out that so many familiar designs in life were designed by Chen Youjian.

In fact, his design and art are far more than that. Let's take a look at his other classic works.

▲ Some poster works

Record cover design

In 1980s, Chen Youjian designed album covers for many pop stars, including Amy Tan, Anita Mui, Leslie Cheung and Tayu Lo.

▲ Cover of Tan Yuanyuan's Legend of the Condor Heroes

▲ The cover of Anita Mui's "Leaping Stage"

▲ The cover of Tayu Lo's "Lover Comrade"

Among them, my brother Leslie Cheung and I worked together for the longest time, from debut to 1989 farewell concert.

Chen Youjian is the royal designer of Leslie Cheung, responsible for the cover design and production of all his records.

▲ Photos of Chen Youjian and his brother.

Leslie Cheung's insanity.

1984 Leslie

Romantic summer of' 87

1988 Virginia now

1989 tribute

1989 finally met

The "final" special effect in the cover is not a problem at all now, but it is made of wood by hand by Chen Youjian!

Why his design was "expensive" originated in 1980s, when he was the highest bidder in the record industry, which was almost the industry benchmark.

Even so, people looking for him are still in an endless stream. This is probably strength ~

poster design

His poster design is also a must!

▲ Poster exhibition live photos

In 2002,

Posters designed for Beijing's Olympic bid.

The colors of the five rings surround the Temple of Heaven, which embodies the feeling of movement and has the characteristics of Beijing.

200 1 year

Poster design of Nagoya school speech.

The red text in the middle circle shows the relevant information of the theme place, and also

It is this circle that makes it symbiotic with the words around it.

The upper left is the name, the small cross and circle in the middle are the word "ancient", and the combination of the lower right and circle is the word "house", which together is Nagoya.

The following is a font design company

Design magazine cover

, very interesting.

The word "left" is spelled with many right words, and the word "right" is spelled with many left words.

And there is also a contrast in layout. The graph 1 is horizontal, and the graph 2 is vertical.

Chen Youjian 1990

Poster of solo exhibition "Love East and Rhyme West".

The main body of the poster is a Chinese character "East", representing the East, and the English letter "W" at the top of the poster represents the West.

Using the edge of the paper as a vertical line, the upper left corner of the poster seems to be the hidden word "Lu".

▲ "EastmeetsWest" exhibition

When the exhibition was held again in 2002, it was expressed in different ways, but the meaning remained the same.

1997

Company poster.

The Chinese character "one" and Arabic numeral "1" are combined with a brush to form the Chinese character "ten". Emphasize the separation of "one" and "ten".

Chen Youjian Design Company is one of the top ten best design companies in the world.

1998

Poster of "Design and Life Exhibition"

Shenzhen and Hong Kong are brothers, and they are as indispensable as chopsticks. Two chopsticks are used to represent the close relationship between Shenzhen and Hong Kong.

Poster in memory of my good friend Ichimitsu Tanaka.

The subject consists of "I" in the field and "I" in the English name.

Chen Youjian and Kazuo Tanaka are very good friends, including his solo exhibition in Japan, which was also introduced by Kazuo Tanaka. Chen Youjian designed the following poster to commemorate the death of Kazuo Tanaka.

Brand vision &; product design

Speaking of his classic works, I have to mention Tea. He designed many designs about tea.

Zhuyeqing Sichuan Chengdu Green Tea Brand

Since 2008, Chen Youjian has been the brand of Zhuyeqing, and has made a series of products that are still in use today.

Brand Vision and Shopping Mall Space Design

The brand logo is inspired by the shape of each bamboo leaf soaked in a teacup.

Roots stand upright, just like tea leaves dancing in water, which is the unique feature of bamboo leaf green tea.

On the packing box of Lundao, the glass material is selected as the long seal of the package, and the opening method is as beautiful as the precious treasures in ancient China.

▲ Zhu High-end Tea Series "On the Road"

▲ The latest bamboo leaf green tea packaging

Louis Vuitton LV tea ceremony

(of cigarettes) hard pack

Chen Youjian designed a "tea ceremony" hard box.

China tea culture is combined with LV's classic brand culture "Travel" to launch global limited products worth millions.

The whole exhibition structure is inspired by China's word "tea" and evolved from it.

On the trip, opening it can reflect the practical function of tea tasting, while closing it is a classic, exquisite and elegant decorative art.

There are some other designs that are also quite excellent.

Xiwu brand identity

1983 Guangzhou disco club logo

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Can be called the inheritor of China culture.

Anyone familiar with Chen Youjian's design knows that there are many elements of China's traditional culture in his works, showing aestheticism combining things.

He summed up his design expression style as: the blending of eastern and western cultures.

"Love is in the East and rhyme is in the West"

▲ The logo of the studio is exactly the shape of the "Sixi doll" in your hand.

The combination of traditional elements and modern design means is just right, which embodies the true connotation of China traditional culture.

This set a weather vane for the aesthetics of the whole design industry in China at that time, and many people called him a "living design textbook".

▲ "Now" watch

Aesthetics and culture,

He thinks these two conditions are very important for design.

Aesthetics determines visual style, and culture determines whether a work has connotation.

▲ Chen Youjian's photographic works

His design is very expensive, but many people are willing to pay the bill. This is undoubtedly the best example of cooperation between business and design.

He said, just do touching design.

Do it with your heart, and what comes from your heart is naturally the easiest to touch people's hearts.

The design is not to cater to the ideas of brand customers, but to truly understand the consumer market and confirm the authenticity of the works.

Of course, life and business can also be applied in art design.

▲ Window design of Huangpu Club

▲ Chen Youjian "My Diary" Exhibition

For the so-called trend design that everyone is crazy about following the trend.

He believes that,

Creativity and ideas are the most important; Understanding the market and culture is the most basic.

We design now and sell it to the current social circle, but the current trend is just a tool. Such as font expression, color expression, paper expression and appearance expression.

Different concepts, not necessarily just the present.

Good design will not be eliminated with the changes of the times.

▲ Hongling, the top private club in Macau

▲ Aircraft designed by Chen Youjian.

Chen Youjian, now 70 years old, is still active in many design fields like an "old urchin" and has a joint name from time to time.

▲ Chen Youjian cross-border design lipstick

He also cultivated many hobbies in his life, such as visiting flea markets, watching art exhibitions and playing photography.

It has become the envy of everyone's "old age life"!

With 50 years' experience, he has won many reputations for China in the field of design with his unique talent.

Over the years, extending from design to art and developing art may be the sublimation of Chen Youjian's love for design.

The seemingly free will is actually his persistence.

Looking back on his design and artistic career, Chen Youjian said that he never stopped every day. He has a sense of mission. When he ran to this stage, he never gave up.

▲ He appeared on the cover of the magazine.

"From the first day I came out to work in my twenties,

I am grateful for today. "

"Life is like this, constantly looking for,

Constantly increase your energy, from the outside to the inside.

The rest of the time, I should use the time in my life,

Share what I have learned. "

-Chen Youjian

Why do people always say that Chen Youjian's design is very good? Chen Youjian, 1950 was born in Hongkong, China, and is a famous designer. He has won more than 400 awards in Hongkong and internationally, and is famous in new york, London and Tokyo. In 1996, Graphis magazine, which was praised as the "Bible" by the design community, selected Chen Youjian Design Company as one of the top ten best design companies in the world. 1997, posters and art wall clocks were accepted as permanent collections by the Museum of Modern Art in San Francisco, USA.

Chen Youjian loves China's traditional culture, but his persistence and pride in China's heritage did not make him an "artistic old man" who adhered to the tradition, but made the eastern and western cultures more reasonably integrated in his design concept. He successfully integrated western aesthetics with eastern culture, which not only endowed his works with traditional charm, but also endowed them with elegance of fashion taste. His works are full of China flavor, but elegant and exquisite, which makes people realize the aesthetics of combining things. His design is called the design with soul, and his works are full of eastern Zen and imaginative ideas.

In his eyes, life is the best design inspiration, and good taste can bring good design, so even his most representative "East-West integration" design style will change in different stages of life. After years of precipitation, he extended the "integration of East and West" from products to space. The application of oriental elements not only stayed on the surface, but also reflected his devoted research and profound cultural accumulation on the philosophy of Eastern Zen. His works need to be savored more and more, and he can always read different feelings at different times and moods.

Chen Youjian successfully integrated western aesthetics and eastern culture, but he knew how to keep pace with the times, all of which came from his life experience.

His design is greatly influenced by Japanese design.

Chen Youjian, a master of multi-faceted design, refers to China's design with his unique style of "East Feeling and West Rhyme". Up to now, many Japanese design celebrities will still remember a personal design exhibition held in Tokyo in 2002 called "East Feeling and West Rhyme". His works combine the expressions of "western aesthetics" and "oriental culture", and are talked about by the design circles in Asia and even around the world. And "Love in the East and Rhyme in the West" has also become the well-known label of this award-winning Hong Kong-level design master.

He is a new Hong Kong gentleman-Chen Youjian, who is a designer, artist, collector, businessman and photographer. The fifth issue of "Creative Creator" —— The multifaceted life of Chen Youjian, a design master who promoted the internationalization of China design.

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| Art Enlightenment of Hong Kong Fruit Shop |

Chen Youjian, a Hong Kong design master, is one of the most representative China designers in the world. His design concept of "Love in the East and Rhyme in the West" is highly praised by the design community. The works include not only the image systems of Coca-Cola, Lee Kum Kee, Hong Kong International Airport, Vanke and other brands, but also the spatial images of commercial places such as Shanghai Bund No.3 Spa Center and Hong Kong Happy Restaurant.

Over the past decades, Chen Youjian and his design team have won more than 600 design awards, and 1996 has been selected as one of the top ten best design companies in the world by Graphis magazine, which is regarded as the "Bible" by the design community.

People are curious whether such a design genius has been endowed with extraordinary talent or education.

According to Chen Youjian's own statement, he didn't receive any formal design education, but only started to set foot in the design industry at the age of 20, and took a 10-month night design course. Even this kind of amateur study has been abandoned, because I think the school teaching is too slow and learning is not as fast as the company.

When I was a child, Chen Youjian attended the traditional China primary school for the first time, and his grades were not good. He was also criticized by his teacher, so his family transferred him to a Catholic foreign school. Later, Chen Youjian's performance was unexpectedly among the best in the class. Later, he entered Sir Kadoorie Middle School with strong western culture, during which he achieved excellent academic results and participated in many school activities, such as playing basketball, singing competitions and track and field sports. Every Christmas, New Year and other major festivals, Chen Youjian will also be responsible for arranging the venue.

But soon Chen Youjian dropped out of school and worked as a substitute teacher for ten months. Unable to stand the routine teaching work, he resigned soon.

After that, 20-year-old Chen Youjian really started to enter the design industry. At that time, in Hong Kong, where eastern and western cultures met, the advertising design industry was innovating with the economic development, and most advertising companies were foreign-funded enterprises. With the help of the English foundation laid in foreign schools, he went to a foreign advertising company to find a job. That is, during this period, I received a short ten-month design education, which is the only time in my life.

This advertising company gave up school design education and became a school in Chen Youjian. "I have been working hard since then, working overtime and then working overtime."

Chen Youjian, who has no formal design education, thinks he is very talented in art, and he also affirms the importance of talent to designers and artists. "No talent can be cultivated, if you work hard. But if you have talent, you will definitely jump out. "

Chen Youjian thinks that his artistic talent may come from his father.

Chen Youjian was born in 1950 and grew up in a family of Hong Kong fruit merchants. It is such an ordinary family that established Chen Youjian's first impression of art design.

Chen Youjian's father came to Hongkong from Guangdong in 1940, and made a living by selling fruit in a fruit shop. "In the 1950s, this family was not rich, and the furniture was made by my father in wooden boxes filled with fruits. The box can also be put together into a big board and put in a wardrobe at home. "

Before he was ten years old, Chen Youjian would stay with his father like a little assistant and watch him do these strange and interesting things. Chen Youjian said that during the Spring Festival, my father would write Spring Festival couplets and post them in the fruit shop. "He has artistic talent, and my artistic talent comes from my father." .

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| Unique "Love in the East and Rhyme in the West" |

Talent and hard work, coupled with the Hong Kong environment under the collision of eastern and western cultures at that time, made Chen Youjian gradually have its own style of "love the east and rhyme the west".

In Hong Kong in the 1960s and 1970s, the middle and upper classes advocated western culture, and almost all the excellent advertising ideas were imported. Many foreign advertisers and creators come to Hong Kong to look for opportunities. They have promoted the development of the advertising industry in Hong Kong and trained a number of local advertising talents.

"The reason why there were so many talents in the advertising and design circles in the 1980 s was more or less attributed to these foreigners who had taste and were willing to give everything." Chen Youjian said that the six advertising companies he joined from 65438 to 0970 are all foreign-funded enterprises, which is equivalent to learning from foreigners, who have expertise in different fields. "Some copywriting is good, some photos are good, an illustration is good, a font is good, and a perspective is good."

Chen Youjian learned international languages from these bosses from Britain, the United States, Australia and other different places, and gradually began to examine the charm of China's oriental culture from the perspective of foreign culture.

Until 1980, 30-year-old Chen Youjian and his wife set up their own Dalson advertising company in Hong Kong with diversified design thinking accumulated in many advertising companies. Chen Youjian has a different identity from Chen Youjian, a designer and businessman. Six years later, Chen Youjian Advertising Design Company was established.

In the process of running the company, Chen Youjian has gradually found a new position for his design thinking-the "eastern sentiment and western rhyme" that combines eastern and western cultures and the market-oriented business design thinking.

Chen Youjian believes that only by properly combining traditional elements with modern design methods can design and creation reflect the true connotation of traditional culture in China.

With her artistic talent and keen design ability, Chen Youjian has won many design awards in Hongkong and overseas. At the age of 46, Chen Youjian's advertising design company was rated as one of the top ten design companies in the world by the American magazine Graphics, and it was the only China enterprise among the top ten companies.

In 2002, he held a solo exhibition "Love in the East and Rhyme in the West" in Japan. He thinks that this exhibition can better reflect his design characteristics and artistic pursuit than the honor he won. In the Japanese design world, his reputation is like

Jackie Chan

So famous in show business.

Later, Chen Youjian returned to the mainland. At present, more than half of the company's projects are in different cities in the mainland, and solo exhibitions have been held in Beijing and Shanghai. Some say he looks like a designer.

Jack Ma

Critics say that Chen Youjian is a blend of eastern and western design elements, which is soft, elegant and profound. He is a veritable commercial designer who likes to consider the visual effects of his works from different angles. He didn't let his work become a pure artistic display, nor did he let his work completely give up artistry and fall into the marketing routine. On the contrary, he makes his works market-oriented and meets the aesthetic needs of customers.

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| Designer? An artist? A collector? Businessman? |

Chen Youjian's design language is unique, and his personal dress and manners are also labeled. Exquisite clothes, a pair of iconic round-rimmed glasses, goatee, polite and handsome smile, nonstandard Mandarin, typical courtesy and thoughtfulness of Hong Kong people.

Anyone who has seen Chen Youjian probably has a similar impression-he will greet every staff member, and the whole person is just like his design works, with a hint of Hong Kong-style westernization and the "mixed-blood flavor" of combining East and West. People who know him will say, "When he moved, he was a ghost horse."

Aquarius constellation

Old urchin; When he is quiet, he is a gentleman in old Hong Kong and old Shanghai movies.

It is difficult for such a discerning person to find a suitable professional label for him. Designer? An artist? A collector? Businessman? Photographer? Gallery owner? It doesn't seem accurate. His life is so varied and rich.

Among his design works, the most famous one should be the Chinese logo launched by Coca-Cola in 2003. This work is designed with reference to the original English logo, with smooth lines, which fully embodies the design concept that Chen Youjian introduced the integration of eastern and western cultures.

As early as 1980s, Chen Youjian also designed album covers and concert posters for many Hong Kong stars.

Leslie Cheung

, Anita Mui,

Jacky Cheung

. It can be said that Chen Youjian's design has promoted the development of Hong Kong's entertainment culture to some extent.

Speaking of Leslie Cheung, Chen Youjian said in an interview, "At that time, he didn't earn much. At that time, I had already started to wear famous brands, but he had not. He will also invite me to his house for dinner. " We are not very good friends, but mentally, we communicate smoothly.

Up to now, Chen Youjian still keeps the coat he lent to Leslie Cheung to shoot the album cover.

Many people in Beijing design circle still remember the "iEye loves C Chen Youjian iPhone Photography Exhibition" held by Chen Youjian in Beijing 798 New Times Gallery in 20 12. At that time, many people knew that Chen Youjian was not only a designer, artist and businessman, but also a photographer.

The photographic works exhibited at that time also continued his consistent style, using the Western iPhone as a photographic tool to photograph the traditional buildings in China and reflect the living environment and state of China people.

Another well-known identity of Chen Youjian is collector Chen Youjian. "From Panjiayuan 20 years ago to Panjiayuan now, to Yuyuan Garden in Shanghai, Portebello Road in London, etc. I bought a lot of rubbish, fakes and many good things. "

Chen Youjian is not afraid of art investment. He said humorously that investing is the same as finding a husband. "Just like my wife and I, when we started dating, I was still a wage earner with less than 20,000 to 30,000 yuan in savings, and my wife's male friends drove her to dinner, but she only took a fancy to me, that is, invested in me."

Chen Youjian opened a special life concept store "27", which is a home far from home. He said that the purpose of building "27" was to share the real state of his life with everyone, and hoped that this space would provide a bigger platform for young people to concentrate on their creativity.

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|65 to 75 years old, Art golden decade |

Time seems particularly favorable for Chen Youjian. Now he still looks like a calm gentleman, but perhaps because he often goes to Shanghai, his Shanghai accent is a bit "old carat".

Chen Youjian has publicly stated to the outside world that he will position himself as an artistic golden decade between the ages of 65 and 75, extending from the design field to the art field. After my sixties, I will spend ten years thinking about my own affairs, giving lectures in a dedicated state and making artistic space.

Developing art may be the sublimation of Chen Youjian's favorite design. "When I develop art, I don't mean giving up design. I just want to reduce it and choose carefully. "

Exploring the visual arts is Chen Youjian's pleasure. He went from graphic design to space design and artistic installation design, and then to his love for great art. No matter what kind of works, they all profoundly convey Chen Youjian's love for oriental culture and how he expresses his aesthetic thought of "integrating expression and being close to nature".

As for his designers and artists, Chen Youjian said that he was originally a typical Aquarius personality, which was changing all day. He was a "playboy" because without "playboy", there would not be so many creative projects. If you are the same type all day, you will be unhappy. So I have been crossing the border, which enables me to cross the original behavior to another state, enabling me to jump out of the box.

And this kind of follow one's inclinations pays more attention to the word "persistence". Looking back on his 46-year career in design and art, Chen Youjian said that he never stopped every day. At this stage, he has a sense of mission and never gives up. "Life is like this, constantly looking for and increasing your energy, from appearance to heart. I should spend my whole life sharing what I have learned. "

"From the first day to the present, I came out to work in my twenties, and I am very grateful."

Just the year before last, Chen Youjian described his current state like this: "I am not very rich, but my life is very stable. I don't think life needs a lot of money. I have two apartments, two cars, a wife and two children. My mother is still there. She is 94 years old. Basically, I am very satisfied with everything I have. "

Author: Murong Ma