Signage Culture of National Stadium

The logo intuitively reflects the unique architectural appearance of the National Stadium. As an architectural miracle in the world and the landmark of the Beijing 2008 Olympic Games, the National Stadium has become a landmark tourist attraction in modern Beijing and a symbol of the rise of the Chinese nation.

The overall configuration of the logo is designed as a stage, i.e. the stage of the Beijing Olympic Games and a platform for sports events and performing arts activities, implying that the National Stadium will inherit the Olympic spirit and manifest Chinese civilization. The lines in the middle add to the overall momentum, such as the infinite extension of the runway, that is, the runway for sportsmen and women, but also implies the runway of life, which conveys the spirit of hard work of positivity, upward mobility, participation and struggle. These lines are also like dancing ribbons, highlighting the warm atmosphere of all kinds of activities held here, youthful, energetic and full of vitality.

The overall graphic of the logo is like a phoenix returning to its nest. The phoenix is the king of all birds in Chinese traditional culture, reflecting people's good wishes for the National Stadium. The phoenix of returning home implies the concept of "home". The design is clear and distinctive, and the four layers of symbolism are organically combined in a natural way. The color ---- is chosen as the Chinese color of celebration. Red has a strong expression, expressing people's respect for life and the desire for a healthy life. The red color matches the main color of the National Stadium.

The text part of the logo is full of modern sans-serif fonts. The bright, clear lines of the text and the curved shape of the graphic part of the harmony **** exist, complementing each other. The new brand image of "Bird's Nest" clearly interprets the change of positioning and fully demonstrates that it is: firstly, a spiritual temple to appreciate the architectural beauty of "Bird's Nest" and to feel the splendor of the Beijing Olympic Games; secondly, a first-class venue to host international top-level competitions; thirdly, a first-class venue to host large-scale cultural performances; fourthly, a first-class venue to host large-scale cultural performances; and fourthly, a first-class venue to host large-scale cultural performances. The fourth is through the gradual transformation and development, fully explore the "Bird's Nest" in the commercial, exhibition and communication functions, and gradually become a set of sports, cultural performances, exhibition services, catering and hotels, sightseeing, shopping and leisure as one of the large-scale comprehensive international sports and cultural exchanges and exhibition centers for the new positioning.