Thesis book 1

A new way to know Chinese tea culture

Brand Guide Book

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COPYRIGHT@2013YUFEI LIU

All rights reserved. No part of this book may be

reproduced, in any form or by any means, without

the written permission of the owner.

Academy of Art University

79 New Montgomery Street, San Francisco, CA94105

Email

[email protected]

Website

www.thevoiceoftea.com

Phone

(415)671-9363

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Brand Background

Brand Mission

Brand Positioning

Brand Logo

Brand Typography

Brand Color

Brand Photo Style

Brand Graphic Element

Brand Stationary Items

Table of Contents

First Cup

Second Cup

Third Cup

目录

章节

壹First cup

01

In traditional Chinese culture, a cup of tea is more than just water and leaves.

流传

Chinese tea culture has a history of more than three thousand

years, and it is an irreplaceable part in the history of the Chinese

culture. The tea culture plays a very important role in the daily life

of Chinese people. Whether considering from the point of the

classic culture or from the perspective of Chinese’ daily routine,

after a long time accumulation, tea has been recognized as the

well-known culture, Tea Culture.

The brand will represent of Chinese tea culture influences during modern century and spread out widly in the world.

剖析

Brand background

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TeaCultureChinese tea culture refers to the methods of preparation of tea,

the equipment used to make tea and the occasions in which tea is

consumed in China. The terms chayi “Art of Tea 茶藝” and “Tea Cer-

emony” have been used, but the term “Tea Culture茶文化” includes

more than just the ceremony. Also “culture” is easier to translate into

English from the Chinese term “art 藝”. Tea culture in China differs

from that of Europe, Britain or Japan in such things as preparation

methods, tasting methods and the occasions for which it is consumed.

Even now, in both casual and formal Chinese occasions, tea is con-

sumed regularly. In addition to being a drink, Chinese tea is used in

traditional Chinese medicine and in Chinese cuisine.

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1,400,0006%-8%

305,000

2,000,000,000

3,000 years of history of tea

number of tons of tea yearly out-put in China

annual industry growth rate

number of tons of tea exported per year

number of people who drink tea in the world

9 steps to drink tea

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Choosing Chinese Tea Culture as the topic

of my graduate thesis, I have two points.

First of all, as an international student

studying in the US, Culture shock and the

English language are the first problems

Chinese visitors to the United States face.

Consequently, customizing the Chinese

style of thinking and routine into Amer-

ican standards is challenging for Chinese

graphic designers in America. These

challenges are reflected in the organization

of work and the introduction of cultural

design implementations.

China’s economy and foreign policies

are attracting more Americans to the Chi-

nese culture who expect to learn the culture

by experiencing it. For Americans, blending

different cultures into one is not a new prob-

lem since it is an immigrant country. But

blending cultures does not come as easily for

the Chinese, presenting a significant chal-

lenge for those trying to incorporate cultural

influences into American standards.

A lot of work needs to be done to

produce a satisfactory brand.

On one hand, combining Chinese

culture with a modern brand is challenging.

On the other hand, it will further

propagate Chinese culture and many factors

need to be considered for the brand to

succeed. For example, culture shock may

become an issue if the Chinese culture is not

presented in an acceptable and understand-

able way. Also, presenting Chinese style

factors into English typesetting and then

balancing them is an important problem

that must be resolved. Chinese tea culture

presents a great opportunity to find this

balance between traditional Chinese and

modern western cultures.

Thesis TopicWhy Choose Tea Culture as Thesis Topic?

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韵味。013

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茶，不单单只是一杯浓郁的芬香，

更是一种文化的依托，包含着历史的

The Chinese people, in their drinking of tea, place much significance

on the act of “savoring.” “Savoring tea” is not only a way to discern

good tea from mediocre tea, but also how people take delight in their

reverie and in tea-drinking itself. Snatching a bit of leisure from a

busy schedule, making a kettle of strong tea, securing a serene space,

and serving and drinking tea by yourself can help banish fatigue

and frustration, improve your thinking ability and inspire you with

enthusiasm. You may also imbibe it slowly in small sips to appreciate

the subtle allure of tea-drinking, until your spirits soar up and up

into a sublime aesthetic realm. Buildings, gardens, ornaments and

tea sets are the elements that form the ambience for savoring tea. A

tranquil, refreshing, comfortable and neat locale is certainly desirable

for drinking tea. Chinese gardens are well known in the world and

beautiful Chinese landscapes are too numerous to count. Teahouses

tucked away in gardens and nestled beside the natural beauty of

mountains and rivers are enchanting places of repose for people to

rest and recreate themselves.

Drinking tea is a good time to build up the relationship between

family and friends. Normally, Chinese people drink tea at noon or

after dinner and family will stay together and chat. However, the

young generation likes to drink Soda instead of tea but they lost the

chance to can talk with the elders of their family. The benefit for the

young generation to talk with their family during the teatime is they

can get the knowledge from their elders. At the same time, commu-

nication always is the good manner to care about our family via talk.

I want to call on the young people to remind them how important it

is to build up a great relationship with family.

01

02

Why tea culture is important for the young generation?

Important manner

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From green tea to hibiscus, from white tea to chamomile, teas are chock full of flavonoids and other healthy goodies.

—Julie Edgar

Regarded for thousands of years in the East as a key to good health,

happiness, and wisdom, tea has caught the attention of research-

ers in the West, who are discovering the many health benefits of

different types of teas. Studies have found that some teas may help

with cancer, heart disease, and diabetes; encourage weight loss; lower

cholesterol; and bring about mental alertness. Tea also appears to

have antimicrobial qualities.

The health effects of tea have been examined

ever since the first infusions of Camellia

sinensis about 4700 years ago in China.

The legendary emperor Shennong claimed

in The Divine Farmer’s Herb-Root Classic

that Camellia sinensis infusions were useful

for treating conditions including tumors,

abscesses, bladder ailments, and lethargy.

Possible beneficial health effects of tea

consumption have been suggested and

supported by some studies, but others have

found no beneficial effects. The studies con-

trast other claims, including antinutritional

effects such as preventing absorption of iron

and protein, usually attributed to tannin.

The vast majority of studies have been of

green tea; however, some studies have been

made of the other types of tea derived from

Camellia sinensis, such as white, oolong, and

black tea. Green tea has been claimed to be

helpful for atherosclerosis, LDL cholesterol,

cancer, inflammatory bowel disease, diabetes,

liver disease, weight loss, neurodegenerative

diseases, and even halitosis.

Drink for health

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New technologies, alongside global culture, have eye-catching

visual values for the younger generations. For these generations,

the idea of inheriting traditional cultural legacies has never

occurred to them. To avoid losing our legacies, and in an effort

to protect them, traditional Chinese tea culture needs to be

promoted through a visual and universal system. These systems

can make it easier for younger people to understand older ways of

living, while also introducing them to the art of tea.

The main goal of this tea house is to pre-serve and promote Chinese tea culture within the developing global culture.

目标

Brand Mission

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Developing globalization has enabled countries to become more

connected. While the connections might bring economic prosper-

ity and enhance communication between people throughout the

world, some negative results are generated, too. The ease of infor-

mation can adversely affect the local culture, as it tends to largely

promote outside cultures. For example, since younger people

spend much of their time on the internet, they are often exposed

to advertisements for global fast food chains. This increases their

likelihood to buy from those companies rather than preserve what

appears to be tedious, local culture, by comparison. It seems that

the younger generations are prone to accepting non-local cultural

information over local options. As a result, most young people

lose interest in local culture. The main purpose behind The Voice

of Tea brand is to raise awareness among younger generations

regarding the importance and enjoyment of promoting and

preserving classic culture.

What’s the problem we meet right now underneath the golablization culture effect.现

状

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Globalization Influences

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Again, tea culture is an irreplaceable part of traditional Chinese

history. It is not only a cultural medium but also a lifestyle for

the Chinese. From ancient times to the present, tea has become

a necessary part of people’s lives. When tea culture blended into

traditional Chinese culture, it grew more complex and harder

to understand. This partly explains why tea culture is not easily

accepted among the younger generations. However, it is this

complexity that reflects the soul of the culture. This presents the

challenge of transforming tea culture into a more understandable

practice without losing its soul in order to attract a wider variety

of people.

How to solve the problem 解答

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After doing a necessary survey, I found

that most tea brands focus on product sales

without propagating tea culture from a visual

standpoint. Introducing this kind of culture

to people first requires an eye-catching visual

component to get people talking. This will

require numerous, beautiful advertisements

and colorful posters to garner attention,

because people tend to instinctively choose

the most beautiful things from what they

see. It cannot be denied that a successful

and valuable visual advertisement catches

people’s eyes.

Traditional tea culture must also

be modernized. Unlike modern culture,

traditional culture has special features and

characteristics. Before broadcasting tradi-

tional culture in modern society, people’s

real needs must be determined to gain a

more targeted approach toward modernizing

ancient traditions.

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There is an old Chinese saying “music,

chess, books, art, poems, wine and tea.” Tea

connects six other social activities, all of

which are represented in modern life now.

As far as marketing is concerned, Chinese

tea culture plays an increasingly prominent

position in international societies. Modern

life is accompanied by fast tempo and high

pressure. Naturally, people begin to seek

ways to release pressure and enjoy some

leisure time. Drinking a cup of tea can relax

people and allow them to temporarily forget

the painful things in the life. Like yoga, tea

makes people feel comfortable and happy.

Tea is the best choice among other

beverages from a health perspective. It not

only tastes good but it also reduces the neg-

ative effects of fast food and can help adjust

other health conditions. Tea can also help

people connect. While drinking tea, people

may share interesting topics and knowledge

with each other, enhancing friendships

through communication. At any age, com-

munication promotes relationships. Chinese

tea culture plays an increasingly prominent

role in international societies, as well. More

people are becoming interested in Chinese

tea culture and want to learn more about it,

presenting a great opportunity to promote

and propagate it.

From the point of broadcasting, Chinese tea culture plays an increasingly prominent position in the international societies.

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Considering the above factors, The Voice of Tea brand was chosen because it is

a little bit different than a typical tea house. The tea house will be placed in a

Chinese garden. So, while drinking tea, people can enjoy the happy atmosphere

of the garden and appreciate the classic Chinese art. Meanwhile, the traditional

Chinese culture is blended with Chinese tea culture. Alongside the tea services,

The Voice of Tea will also offer a lot of introductory brochures and posters

for brand promotion. While serving tea, customers will be provided with

tea-related products, all of which will be labeled with The Voice of Tea logo to

establish brand advertising through word of mouth and customer referrals. A

corresponding website will also be created to coincide with the other promo-

tional efforts.

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行茶注点，如人饮水，各有异趣。

气畅神清，茶如是，人，如是。

心眼手杯，顺势滑落，一如指尖的延伸

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The Voice of Tea will represent the influence of Chinese tea culture

throughout the modern century and the rest of the world. This

brand will not be designed to focus on tea sales. Rather, it will

instead spread the influence of traditional Chinese culture. Con-

siderations will be made regarding the brand’s distribution into the

international market as an initial step in building the business. It

is a natural step to broadcast this traditional Chinese culture in an

international market due to the goal of blending multiple cultures

into one, The pilot project will start in the United States since it

accepts people from different countries and incorporates various

cultures into its native culture. This indicates that Chinese cultures

will less likely be ignored there and will be a plus for propagating

the brand.

The brand will represent the influence of Chinese tea culture throughout the modern century and the rest of the world.

细解

Brand positioning

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To build the brand, The Voice of Tea

needs a solid basis in Chinese culture. Since

Chinese culture has a long history and is

oriental in nature, a research group con-

sisting of professional people from various

countries, including China, will be formed

to provide cultural direction for our brand.

This will help tailor promotional efforts for

Chinese tea culture to a variety of other

cultures. The Voice of Tea will also only use

tea that comes from China. For the people

who do not really understand Chinese tea, a

tea-growing area map will be used as an easy

way to inform audiences of where the best

tea comes from.

Considering its potential target

customers, The Voice of Tea, as a brand,

should broadcast a kind of traditional culture

within the general public instead of the

upper class. At the same time, the brand will

be promoted through multiple layers with a

meaningful design. This will allow the brand

to tastefully display Chinese tea culture from

the inside out.

The main difference between tea and

other products, in terms of production strat-

egy, is that its cost performance cannot be

judged solely by its appearance. To evaluate

the tea accurately, price, smell, appearance,

taste and value must be considered. From

retailers’ perspectives, The Voice of Tea’s

advertisements and posters should not only

focus on appearance, but other promotions

for the tea products will be necessary,

including taste testing and creating free

drinking areas.

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贰Second cup

02

章节

signature is the most meaningful part of our brand,

and it represents our entire company, present and furture. From

product packaging and ads to stationery system and paper grids, it

functions as a personal sign-off on the ideas we’re presenting and

sharing. The signature consists of two elements that work together

as a whole.

标志

Brand Logo

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The logo is the defining feature of our design system, and the

starting point for many graphic elements you’ll see later in this

document. Inspired by Chinese traditional window, Chinese

calligraphy and red stamp. The outside window shape represents

ideas and information in “see” and “learn”. It places “TEA” at the

center of outside window shape, with red background color of

ideas to present tea could give you more than a cup of water.

Symbol

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The logotype is a typographic descriptor which includes the

name of the denomination, associate, agency, agency division, area

conference or congregation as well as a parent line which (except

in the case of the denomination) identifies its relationship to the

denomination.

Logotype

symbolsignature

logotype

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Signatures

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For ultimate visibility and impact, it’s important to retain a

designated ‘clear space’ around the signature. The minimum

clear area is shown below. This area is designated as being equal

to the height of the letter ‘t’ in the logotype. It should never be

intersected or intruded upon by any other graphic object or edge.

Nor should it be enclosed in a shape. Maintain this clear space

in all uses to give the signature the proper “breathing room” to

visually stand out.

Clear Space

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t

t

t

t

t

t9t

9t

7t

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* Symbol Only Clear Space *

* Symbol Analysis *

t

t

t

t9t

9t

7t

t

t

t

t

t

t9t

9t

7t038

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We have established various minimum sizes for our signature to

help it stand out as much as possible. While the minimum sizes

shown here should accommodate most applications and repro-

duction techniques, make sure that our signature is never smaller

than what can be clearly executed. Applications such as the Web,

signage or merchandise may require larger sizes.

Minimum Size

The symbol should never be used smaller than 3/4 inch in height. Do not reproduce the signature in a small size if poor quality or distortion is likely to result.

.5in

.55in

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An important factor in creating and maintaining a visual identity

is the consistent presentation of the identity elements. Therefore,

the way the signature is displayed must be given careful attention.

Shown below are examples of incorrect or unacceptable uses of

the symbol, logotype and signature.

Incorrect Use

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The one-color version of our signature is used for applications

and collateral where the layout needs to be simple and focused

without too many color variations. The one-color version may

also be used to enhance particular design concepts.

One Color

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Do not superimpose a one-colored symbol or signature on a contiguous colored background

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Type plays an important role in ’s Visual Identity

Program. It must be used consistently along with other visual

elements such as the symbol, logo, color, signature shape and pub-

lication formats to create and maintain the “look.”

Adobe Caslon Pro is the preferred typeface for all publications,

signage, advertisements, forms and stationery. This classic serif

type family is available in six weights: Regular, italic, bold, semib-

old, semibold italic, Bold and Bold italic.

Syntax is a sans serif typeface that can be used for text, captions,

charts, graphs or other short text. It is available in Roman, italic,

bold and Black.

When using Microsoft Office programs on the PC platform, and

where these typefaces may not be available, it is recommended

that you select the TrueType version of Times New Roman or

Bold (serif ) and Arial or Arial Bold (sans serif ) from your list of

available fonts as an alternative for typing letters, memos, reports

and other business applications.

字体

Brand Typography

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Adobe Caslon Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 “:!@#%$&?

Adobe Caslon Pro_Regular


Adobe Caslon Pro_Italic

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Adobe Caslon Pro_Semibold Italic


Adobe Caslon Pro_Semibold

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Adobe Caslon Pro_Bold


Adobe Caslon Pro_Bold Italic

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ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789 “:!@#%$&?



0123456789 “:!@#%$&?

Syntax_Roman

Syntax_Italic

Syntax

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0123456789 “:!@#%$&?



0123456789 “:!@#%$&?

Syntax_Bold

Syntax_Black

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汉仪小隶书繁

琴棋书画诗酒茶








HYXiaoLiShuF

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方正楷体繁体









FZKai-Z03T

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Color is a critical element in creating a memorable and lasting

identity. It can be used to link certain information, and to offer the

viewer visual cues for continuity and/or differentiation. Using this

color palette will lend consistency to . There are two

approved color palettes: a primary palette and a secondary palette.

They are based on the PANTONE MATCHING SYSTEM®.

If PANTONE® colors are unavailable, CMYK simulations may

be substituted. It’s important to note that the colors represented

electronically are only an approximation. The most recent version

of the PANTONE® color formula guide should be used for

matching PANTONE® and CMYK color values. RGB color

values have been provided for on-screen use such as PowerPoint®

presentations and the web. Please note that colors may appear

different depending on specific monitor settings.

颜色

Brand Color

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C20 M75 Y100 K10 C65 M35 Y60 K10

C25 M60 Y85 K10

C30 M10 Y20 K0

C0 M0 Y0 K20

C0 M0 Y0 K80

C35 M50 Y70 K10

C20 M5 Y70 K0

C0 M0 Y0 K100

R185 G88 B40 R100 G130 B115

R175 G110 B60

R185 G205 B200

R210 G210 B210

R88 G90 B90

R160 G125 B85

R210 G215 B110

R0 G0 B0

Primary

Secondary

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The color specifications were developed to add flexibility

and protect the appearance of the signature. Follow the rules

below in handling logo or a signature. The

preferred form of signatures is one-color on a

white background.

Use of color

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* Primary signature color *

* Variation signature color *

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Signatures must always appear clearly and legibly on their

background. Always observe clear space specifications and use

preferred vendors and reproduction methods. The examples below

show various background treatments for signature

and the preferred color application of the signature.

Backgrounds

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叁Third cup

03

章节

Chinese calligraphy and brush stroke serves as a visual differen-

tiator and uniquely identifies all communication

devices. Those shape can be filled with color chosen from the color

palette, contain type, or be used as a mask over photography. The

Chinese calligraphy and brush stroke has been created by my hand

drawing. It is a subtle and unique reminder of visual

identity. Use the Chinese calligraphy and brush stroke wisely.

元素

Brand Graphic Element

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The pattern used to create items, will appears inside

of the tea package design, at the top and bottom of official web-

site, the smart phone apps, stationary pieces and the menu design.

The inspiration behind the pattern is represent and build connec-

tion with traditional Chinese elements and English character.

Brand Pattern

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The images used to represent should be bright

and warm toned in colors. The images should not be cluttered or

oppressive. Refer to the color palette on the brand manual when

choosing photography. Consider using the keywords clean, bright,

lively, placid and warmth.

图片

Brand Photo Style

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Software

InDesign, Lightroom, Photoshop, Illustrator

Photographers

Yufei Liu

Designer

Yufei Liu

Typeface

Adobe Caslon Pro, Syntax

Printer

EPSON 1400

Copy Writers

Yufei Liu, Li Wang & Yvette Journey

Camera

Nikon D3

Lighting

Inter Fit 160

Computer

Mac OS X 10.6.8

Cover Stock

Red River 47lb Premium Matte

Text Stock

Red River 32lb Premium Matte

Scanner

EPSON Perfection V300 Photo

Art Director

Phil Hamlett

Thesis book 1

Documents

Transcript of Thesis book 1