Haibao, with the Chinese character "human" as the core idea, is matched with the sea blue representing life and vitality. His laughter shows China's positive, optimistic, healthy and upward mental outlook; His gesture of holding his chest and raising his head and the cooperation of his hands show tolerance and enthusiasm; His thumbs-up is a sincere invitation to friends all over the world.
The designer of Haibao: Wu Yongjian, [Editor of this paragraph] Design concept The logo and image of previous World Expos have become a unique intangible asset and one of the recognized heritages in the world. The mascot of the World Expo is not only an important part of the image brand of the World Expo, but also reflects the unique cultural charm of the host country and the host city, and reflects the national culture and spiritual outlook of the host country. It has become one of the most valuable intangible assets of the World Expo.
As a symbol representing the characteristics of the host country, "mascot" is a symbol of a national culture. It reflects the historical development, cultural concept, ideology and social background of the host country from all levels, and plays a very important role in the dissemination of politics, economy and culture.
The mascot of China 20 10 Shanghai World Expo aims to achieve the following functions:
(1) fully reflects the culture of the host country.
20 10 Shanghai World Expo is a global event hosted by China and hosted by Shanghai, and it is also the first comprehensive exposition held in a developing country. The mascot design of the Shanghai World Expo must include the cultural characteristics of China, highlight the cultural spirit of China, and reflect the characteristics of cultural exchanges between China and foreign countries in the Shanghai World Expo. At the same time, it meets the requirements of China laws and social public order and good customs.
(2) Fully embody the theme of Shanghai World Expo "Better City, Better Life".
The mascot of China 20 10 Shanghai World Expo should be an image plate and visual logo for theme interpretation, which is obviously different from the existing mascot image of previous World Expo or other international large-scale events in theme expression and modeling design.
Mascot image should fully express the theme of "Better City, Better Life" of Shanghai World Expo through creative refinement, modeling design, concept elaboration, personality setting and action deduction. Through the mascot image, the interactive relationship between the city and the city people is vividly interpreted, and the internal relationship between footprints and dreams is deeply expressed. The design ideas and concepts should be clear and unique, fit the theme and be easily understood by the broad audience.
(3) It has the value of product derivation and development.
The mascot of China 20 10 Shanghai World Expo should conform to the principle of "good-looking, easy to understand, easy to remember and easy to use", have the image foundation and modeling premise of product derivative and market development, have the characteristics of high recognition and strong application, and are suitable for the design and development of various derivative products such as toys, stationery, clothing, gifts and ornaments. In the form of expression and technical means, it is suitable for the dissemination and re-creation of plane, three-dimensional and electronic media, and for the needs of different carriers for theme interpretation and expression style.
(4) It is in harmony with the emblem.
Three years ago, the emblem of the Shanghai World Expo was born. The emblem was made up of three people embracing each other, based on the Chinese character "World". The mascot announced this time echoes the Chinese character "human", which can be described as a perfect combination, further highlighting the people-oriented thinking, strengthening the close relationship between man and the earth and deepening the theme of the Shanghai World Expo.
The theme of the Shanghai World Expo tells the world that people are the main body of the city, the main body of creating a better life and the main body of enjoying a better life. The development of the country and society should be "people-oriented". People are the cells and souls of a city, and they endow it with culture, individuality and creativity. [Edit this paragraph] The main image takes the Chinese character "human" as the core idea, which not only embodies the characteristics of China culture, but also echoes the design concept of the emblem of the Shanghai World Expo. It is an innovation to take the lead in using characters as mascots in the design of international large-scale events. "Haibao" means full from head to toe.
Hair: like rolling waves, it looks lively and full of personality, pointing out the regional characteristics and life source of the birthplace of mascots.
Face: Simple expression like cartoon, friendly and full of confidence.
Eyes: big, round eyes, full of expectations for the future city.
Blue: full of inclusiveness and imagination, symbolizing China full of development hope and potential.
Body: Round body, showing the beautiful feeling of harmonious life, cute and playful.
Fist: A thumbs-up is a compliment and welcome to friends all over the world.
Bigfoot: Standing firmly on the ground, it becomes a strong support with open arms, which shows that China has the ability and determination to run the Expo well.
The structure of the word "people" supporting each other also reveals the idea that a better life depends on you and me. Only when "people" all over the world support each other and people live in harmony with nature, society and people can such a city life be better.
Relying on the communication platform of Shanghai World Expo, the creative modeling of "human" will surely become the auspicious symbol and cultural symbol of China Shanghai World Expo. [Edit this paragraph] The theme embodies the interlocking of three organic systems: people, city and earth, and this relationship runs through the course of urban development. The east. The reporter learned from the Shanghai World Expo Bureau that the mascot "Haibao" is based on "people" and connects the city with the earth.
Haibao's "cross-dressing"-New Year's Clothing City evolved from the original settlement of human beings, and it constantly evolved and grew into an organic system. Man is the most dynamic and innovative cell in this organic system. People's lives are closely related to the formation and development of cities. With the acceleration of urbanization, the interaction between urban organic system and earth biosphere and resource system is deepening and expanding. The three organic systems of human, city and earth are closely connected, and this relationship runs through the course of urban development, and the three systems will be integrated into an inseparable whole in the future.
Man is the cell and soul of the city-man endows the city with culture, individuality and creativity. With the acceleration of urbanization, more and more people become "city dwellers". The urban population is increasing day by day and becoming more diverse. At the same time, people's life outside the city is inevitably affected by the process of urbanization. Cities need to create conditions for the quality of human life, and cities should also become hotbeds of human innovation and creation.
The structures and internal networks of different cities are both common and unique. Understanding the operation and development law of urban system and building a healthy and sustainable urban structure and network are the prerequisites for a city to be livable and have long-term vitality. This depends on people's understanding of the characteristics and development laws of urban systems and their rational behavior in daily life, construction, development and management.
People are always the core of promoting urban development and the most creative subject in the process of urbanization. People are both creators and experiencers of a better life. The design of the mascot of Shanghai World Expo is just from the perspective of theme deduction, and the Chinese character "person" is creatively selected as the creative point. The blue color of the mascot represents the earth, dream, ocean, future, technology and other elements, which is in line with the theme of Shanghai World Expo "Better City, Better Life".
The overall image structure of the mascot is simple, the information is concise, and it is easy to remember and spread. Although there is only one, it can be ever-changing, with different shapes and styles through action deduction and clothing changes.
"Kindness is like water". Water is the source of life. The main form of the mascot is water, and the color is blue like the sea, which shows a brand-new attitude of China's integration into and embrace of the world.
Haibao embodies the ideal of "people" in urban multicultural integration; It embodies the praise of "people" for economic prosperity and environmental sustainable development; It embodies the infinite expectation of "people" for the innovation and development of urban science and technology; It also reflects the desire of "people" to reshape urban communities; He also embodies people's vision of common prosperity of cities and villages. Haibao is a yearning for colorful life, a blessing to colorful life, and a warm invitation from China and Shanghai to friends from all corners of the country. [Edit this paragraph] Experts decrypt Jin Dinghai: "Haibao" means "good water makes a hundred rivers run."
Jin Dinghai, deputy dean of the School of Humanities and Communication of Shanghai Normal University, said in an interview with Dongfang. com. Com says that "Haibao" is the treasure of Shanghai and the treasure of the four seas, which means "as good as water, all rivers run into the sea".
Jin Dinghai said that mascots, as a cultural symbol, should be transmissible, recognizable and applicable. The theme of Expo 20 10 is "Better City, Better Life", and its real core is "People". Based on this design idea, the mascot reshapes and caricatures the word "human" in Chinese characters, which implies the cultural concept of "being good as water and being a river".
Jin Dinghai also said that in the combination of image and concept, people, water and sea (audio-visual, sea blue) are integrated into one, accurate and vivid, simple, flexible and lovely, suitable for different media and different environments, with strong communication, recognition and application. This is the charm of Haibao mascot. The power of "shape" lies in the understanding of "image".
Gao Jun: Haibao belongs to both China and the world.
Gao Jun, the chairman of Gaomei Advertising Co., Ltd., participated in the expert demonstration and discussion of the mascot of the World Expo, and praised Gao Jun, the mascot just announced. Gao Jun said that this mascot image not only embodies the internationality, but also embodies the characteristics of China.
Referring to the international image of the mascot, Gao Jun said, "The so-called international and cosmopolitan, in short, is that people in any country in the world can understand this mascot and feel cordial and vivid. As for the characteristics of China, the core element of the mascot must be China, which must conform to the temperament of China. "
Du: Simple, fashionable, modern and lovely "Haibao" image.
Simple, fashionable, modern, natural, lovely, lively and light ... Du, executive vice president of Shenzhen Design Federation, used a series of vivid words when talking about the newly released mascot of the 20 10 Shanghai World Expo.
"This image feels good and I am very satisfied." Du told the East. Com, "As a mascot, the meaning must be accurate first. This Haibao mascot embodies the theme of city and people, and the blue theme also embodies the characteristics of Shanghai coastal cities. Secondly, this mascot has a high aesthetic, simple, fashionable, modern, cordial and lovely. These are auspicious features. "
Du also said that the simple shape of the mascot also provided favorable conditions for commercial operation and promotion. [Edit this paragraph] Birth process On the night of June 65438+February 18, 2007, the eyes of the whole world once again focused on Shanghai, the venue of the 20 10 Shanghai World Expo in China. CCTV, china national radio, China Radio International and Shanghai Oriental TV broadcasted the "Lucky China-China 20 10 Shanghai World Expo Mascot Announcement Party" to the whole world. More than 100 media from the central, national and overseas witnessed and reported this exciting moment that attracted worldwide attention.
With the opening of the auspicious mussel shell, the shining pearls naturally slide down, and the dominoes change like a water curtain, and the dominoes are interpreted for 45 seconds. The audience and the audience in front of the TV are boiling, and the eyes of the whole world are focused on the center of the stage. After a while, the emblem of China 20 10 Shanghai World Expo became the mascot of Shanghai World Expo-Haibao, and the audience was enthusiastic and applauded. When the animated image of "Haibao" beckons to everyone and dances with the rhythm of music, the luminous sticks dancing under the stage will become a colorful ocean. Self-confident, happy, cute and playful "Haibao" became the brightest star of the night, and a night with bright lights and global attention really became a "treasure of the four seas".
Haibao, with the Chinese character "human" as the core idea, is matched with the sea blue representing life and vitality. His laughter shows China's positive, optimistic, healthy and upward mental outlook; His gesture of holding his chest and raising his head and the cooperation of his hands show tolerance and enthusiasm; His thumbs-up is a sincere invitation to friends all over the world.
As a symbol representing the characteristics of the host country, "mascot" is a symbol of a national culture. It reflects the historical development, cultural concept, ideology and social background of the host country from all levels and plays a very important role in politics, economy, culture and other fields. In order to fulfill China's commitment to the world, it is necessary to have a successful mascot to "make China 20 10 Shanghai World Expo a successful, wonderful and unforgettable event".
In order to raise the strength of the whole country, gather the wisdom of the world, and select a mascot that conforms to the theme and concept of the Shanghai World Expo, the Bureau of Shanghai World Expo Coordination issued the Announcement on the Collection of Mascots for the China 20 10 Shanghai World Expo through the mainstream media such as People's Daily, CCTV, china national radio, Jiefang Daily and Wenhui Daily. The Bureau of Shanghai World Expo Coordination has set up a collection office for Shanghai World Expo mascots.
From 65438+1October 17 to May 3 1, more than 50 comrades visited and contacted more than 500 design companies, more than 800 advertising companies, more than 0/000 animation companies and more than 200 professional colleges nationwide, and had direct contact. The design of the mascot of the Shanghai World Expo has widely mobilized many professionals and people from design, art, animation and education. Our organization has received enthusiastic response from many professional organizations, experts and scholars at home and abroad, and has won wide support from the people of the whole country.
On May 3 1 2007, the solicitation of mascots for the Shanghai World Expo ended, and we received five continents, including China, the United States, Britain, France, Germany, Australia, Italy, Spain, Finland, Romania, New Zealand, Mexico, Portugal, Japan, South Korea, Indonesia and Malaysia. Among them, there are 26,203 works by Chinese mainland, 2/kloc-0 works by Taiwan, Hong Kong and Macao, and 43/kloc-0 works by foreign countries. All provinces, autonomous regions and municipalities directly under the Central Government participated in the collection of mascots. According to the number of participants, the top 10 are: Shanghai, Jilin, Henan, Shaanxi, Shandong, Jiangsu, Zhejiang, Beijing, Tianjin and Liaoning. Really practiced the original intention of gathering the strength of the whole country and the wisdom of the world.
Among the 26,655 submissions, the number of works by authors under 10 accounts for about 7% of the total, the number of works by authors aged/0-20 accounts for about 35%, the number of works by authors aged 2 1-30 accounts for about 28%, and the number of works by authors aged 3 1-40 accounts for about 3%. The ratio of male to female is about 56: 44.
Applicants are students, cadres, retirees, athletes, nurses, designers, ordinary staff, painters, writers, teachers, actors and so on. Among them, 69% came from the eastern coastal area, 20% from the central area and 1 1% from the western area.
During the collection period of 135 days, 8 entries were received every hour on average. After the deadline of May 3 1, hundreds of applications still reached the collection office.
After the solicitation, the Bureau of Shanghai World Expo Coordination started the selection of mascots in late June 2007, formulated strict and standardized selection rules, and organized a jury to carefully, rigorously, objectively and fairly select all submitted works. 1 1 The judges come from the fields of art, design, culture, marketing, animation and so on. They come from Beijing, Shanghai, Guangdong, Hongkong, Taiwan Province Province and other countries in China, as well as Japanese, Italian, Portuguese and other countries. They are highly professional, representative, authoritative and international. The whole selection process is supervised and notarized by a notary office, which ensures the standardization, objectivity and impartiality of the selection work.
Drawing on the experience of previous World Expositions and Olympic Games, and according to the actual situation of the works recommended by the jury, after the selection activity, we made professional argumentation, scheme improvement and design improvement for the shortlisted works from the following four aspects: First, strengthen the theme interpretation of mascots; The second is to beautify the design of mascots; The third is to optimize the product design of mascots; The fourth is to deepen the concept expression of mascots. To this end, the Shanghai World Expo Bureau set up a revision team coordinated by the solicitation office and led by Shao, a famous Shanghai designer, and formed a joint team with Shanghai Yongjian Corporate Image Planning Co., Ltd. and Shanghai Jiumu Chuansheng Advertising Co., Ltd. to design, demonstrate and improve the idea of developing Chinese characters into mascots proposed by Shanghai Yongjian Corporate Image Planning Co., Ltd. for nearly three months. After 10 rounds of scheme adjustment and market research, finally, the revision team focused on "people", the creator and experiencer of a this beautiful city, and thus the core design concept of "Haibao", the mascot of China 20 10 Shanghai World Expo, was born.
According to the theme interpretation manual of China World Expo 20 10, people are always the core of promoting urban development and the most creative subject in the process of urbanization. People are both creators and experiencers of a better life. The design of the mascot of Shanghai World Expo "Haibao" is based on the theme deduction, and the Chinese character "person" is creatively selected as the creative point. The blue color of the mascot represents the earth, dream, ocean, future, technology and other elements, which is in line with the theme of Shanghai World Expo "Better City, Better Life". The name "Haibao" means "the treasure of the four seas". Haibao's design embodies the ideal of "people" in urban multicultural integration; It embodies the praise of "people" for economic prosperity and environmental sustainable development; It embodies the infinite expectation of "people" for urban scientific and technological innovation; It also reflects the desire of "people" to reshape urban communities; He also embodies people's vision of common prosperity of cities and villages. Haibao is a yearning for colorful life, a blessing to colorful life, and a warm invitation from China to friends from all corners of the country. Haibao is looking forward to participating in and witnessing the 20 10 World Expo in China with friends from all over the world.
On September 24th, 2007, the fifth meeting of the Organizing Committee of Shanghai World Expo was held in Shanghai, and the mascot design scheme of China 20 10 Shanghai World Expo was formally confirmed.
On June 5438+February 65438+August 2007, "Lucky China-China 20 10 Shanghai World Expo Mascot Revealing Party" was held grandly, and the mascot of Shanghai World Expo "Haibao" was officially released to the whole world.
Haibao's cocked hair is like a rolling wave; Haibao's posture of holding his chest high and holding his head high, and the cooperation of his hands show tolerance and enthusiasm; Haibao thumbs up, which is a sincere invitation to friends all over the world; Haibao's laughter shows China's positive, optimistic, healthy and progressive mental outlook, and shows the brand-new achievements in the development of global urban civilization. Haibao, send sincere greetings from China to the whole world-"Welcome to China 20 10 Shanghai World Expo!" [Edit this paragraph] Collecting Documentaries On June 65438+ 10/7, 2007, the Bureau of Shanghai World Expo Coordination officially sent a sincere invitation to the whole world, hoping that people all over the world who care about and love Shanghai World Expo can participate in the design of the mascot of China 20 10 Shanghai World Expo.
In order to raise the strength of the whole country and gather the wisdom of the world, we will select the mascot design that conforms to the concept and theme of the Shanghai World Expo, and spread the concept of "understanding, communication, convergence and cooperation" and the theme of "Better City, Better Life" to the whole world through the collection of mascot designs. The Shanghai World Expo Coordination Bureau has set up a collection office for Shanghai World Expo mascots (hereinafter referred to as the collection office). During the short period from June 65438+1October 17 to May 3 1, more than 50 comrades of the working group traveled all over the country in more than 50 cities in more than 20 provinces and cities, and visited and contacted 1500 design companies, more than 800 advertising companies,/kloc-0. We directly contacted 80,000 people of all kinds, and widely mobilized many professionals and people from design, art, animation and education to participate in the design of the Shanghai World Expo mascot. Our organization has received enthusiastic response and selfless support from many professional institutions, experts and scholars, design colleges and the masses at home and abroad.
The collection and organization of the mascot design of the World Expo can be said to be a promotion activity with the largest number of ground activities, city visits and visitors in China. Taking advantage of collecting mascots, we made many friends and established extensive contacts with domestic design and art circles; We worked hard to strengthen the influence of mascot solicitation through various channels and ways, expand the popularity of mascot solicitation and publicity, and invited experts from the design, communication and art circles at home and abroad to put forward suggestions on the design of Expo and Expo mascots, so as to truly make solicitation a national action of Expo publicity, which not only accumulated professional team strength for the solicitation of Expo mascots, but also created a good mass base for the birth of mascots, and finally ensured the complete success of this solicitation and selection activity, and also implemented the leadership's proposal.
I was ordered to entrust the Expo.
The solicitation of Expo mascots began in June 65438+1October 65438+July. Due to the influence of the Spring Festival and winter vacation, the number of natural contributions was lower than expected. Under the direct leadership of the leadership of the Expo Bureau, the solicitation office quickly organized and established a special working organization with nearly 50 people. At the same time, a national mobilization team of 16 people has been deployed, divided into eight groups, ready to go deep into all parts of the country, organize mobilization, gather the strength and wisdom of the whole country and at home and abroad, stimulate the enthusiasm and creativity of professional teams, universities and the masses, and contribute wisdom to the mascot design of the Shanghai World Expo.
On the third day of the first month, when many people were still immersed in the happy and peaceful atmosphere of the Spring Festival, the comrades of the Call for Papers Office shouldered the entrustment of the leaders and began their intense and busy work. Just as a war was about to start, all the comrades devoted themselves to their work.
Goals, create miracles.
Be ambitious and slow and steady. After receiving the order, we set the goal of completing the task with good quality and quantity. Quality assurance is to finally select a work that can truly represent China and gain international recognition; Quality assurance is the basis of quality assurance. As the saying goes, only with the support of a large number of applied works can the works that best meet the theme of Shanghai World Expo appear.
The comrades in the solicitation office promised the leaders of the Expo Bureau to solicit at least 15000 works, while our requirement for ourselves is to solicit at least 20000 works.
As far as we know, the mascots of previous World Expo and Olympic Games are generally collected directionally, and the number of mascots collected each time is generally only a few hundred. If the collection of mascots for large-scale events only depends on media release without in-depth mobilization and extensive organization, it is difficult to ensure the quality and quantity of the applied works. Besides, the design of the mascot is more professional than the emblem. In the words of Song Jianming, vice president of China Academy of Fine Arts, "It's not a problem for an Aauto to produce dozens or twenty emblems a day, because it is a simple graphic structure. Mascots are different. The design of mascots is much more complicated. It is difficult for professional designers to grind a work in a month! "
Under the current circumstances, it is difficult to mobilize the enthusiasm of professional designers and college students only by relying on the temptation of bonuses. Because only one work becomes a mascot in the end, the chances of winning the prize are too low. It is undoubtedly a very arduous task to incite 20 thousand design works. It is precisely because of the challenging task that everyone is more eager to try. Comrades said half jokingly that by May 3 1, we will complete our expected goal and apply for "The Best in Guinness World"!
Focus and gather global wisdom.
In order to gain time and ensure the effect, we have formulated the promotion and delivery strategy of "stabilizing Shanghai, radiating the whole country, focusing on the big and releasing the small, and locking in the key points".
Well-known domestic design, advertising and animation companies are the first target we decided to visit. These companies are experienced and powerful, engaged in design, communication and marketing for many years. Their professional standards can provide high-quality works for mascot solicitation activities. And through the influence and radiation of these professional companies, we can also expand the influence of the Expo and the collection of Expo mascots. According to our statistics, most of these famous companies and famous design and animation professionals are concentrated in large and medium-sized cities such as Beijing, Shanghai, Guangzhou and Shenzhen.
On the other hand, a large number of teachers and students from well-known art and design colleges in China can also provide us with a large number of high-quality design works. So this is also the focus of our trip.
In the domestic art circle, there have always been eight famous art academies, which refer to eight old-fashioned art academies composed of Central Academy of Fine Arts, Central Academy of Arts and Crafts (now Tsinghua University Academy of Fine Arts), China Academy of Fine Arts, Lu Xun Academy of Fine Arts, Tianjin Academy of Fine Arts, sichuan fine arts institute Academy of Fine Arts, Hubei Academy of Fine Arts and Guangzhou Academy of Fine Arts. These institutions are the Whampoa Military Academy, which is full of domestic design talents. Many years of talent export ability and subject radiation energy have promoted the construction of art institutions in other regions. Our tour route is designed around the location of the eight fine arts institutes and penetrates into their radiation areas. For the western region, although art colleges are not concentrated enough, we can't give up from the strategic height of promoting the Expo and fully participating.
On the basis of massive information, the launch map with high accuracy, dense network and strong driving force has been made: First, key cities, key colleges and universities have been ensured to participate, and Shanghai, Beijing, Guangzhou, Shenzhen, Chengdu, Shenyang, Changchun, Hong Kong in China and South Korea, Japan, Singapore, the United States, France and Britain in the world have become strategic locations; Second, various advertising companies, design companies, animation companies, art colleges, animation colleges and design colleges have become tactical breakthroughs.
A huge global map is finally edited and integrated into a network with reasonable layout and combination of points and surfaces.
Team, capable and talented.
To achieve the goal of creating miracles, we need to rely on a team that can create miracles. The comrades in the solicitation office undertake the task of going out on behalf of the China World Expo, and they are not just individuals. Whether the recruiter has the whole country in mind, knows the Expo like the back of his hand, has a healthy image and good communication skills will directly affect the reception staff's cognition of the Shanghai World Expo.
To this end, comrades with good higher education background, overseas study experience and strong political and professional quality are selected to form a working group. The team composed of, Zhao Yihua, Jiang, Jin Jiangbo, Zhu, Song Nan, Du Fu, Wang Xiang, Zhao, Zou Jie, Guo Wei, Li Muyang and other comrades includes foreign masters who have studied and lived abroad for many years. There are also graduate students who have just left the university campus; There are also elite soldiers from other institutions who are responsible for this activity.
In order to make every comrade live up to his mission, he has been trained in professional knowledge, communication skills, dress etiquette and other aspects for many times before leaving, and has conducted several rounds of simulation training. Considering all kinds of problems that may arise in promotion, he has made an appointment for various countermeasures.