The logo for the 2021 FIS Freestyle Ski & Snowboard World Championships in Zhangjiakou, which was designed by a team led by Associate Professor Gu Xin of the Department of Visual Communication (of the Academy of Arts and Design at Tsinghua University), was officially unveiled recently. The event is to take place February 18-28, 2021, at the Genting Resort in Zhangjiakou of Hebei Province and at the Shougang Industrial Park in Shijingshan District of Beijing.
FIS Freestyle Ski & Snowboard World Championships organizing committee and Zhangjiakou Municipal Government leaders unveil the logo at a ceremony
Being in charge of the logo design was viewed with the highest degree of importance by the Academy of Arts & Design. With support from Academy Dean Lu Xiaobo and Party Secretary Ma Sai, a design team was organized consisting of Professor Hong Xingyu of the Department of Arts & Crafts (as a consultant), Associate Professor Gu Xin of the Department of Visual Communication (who headed the project), graduate student Dai Yongjun of the Department of Visual Communication, and designer Hao Mengyuan. The team surveyed the venues, held discussions, organized online voting, and widely sought suggestions as part of their work process. Guidance was provided by Qian Zhe, who is also an associate professor in the Department of Visual Communication and head of the Look & Image Design Section of the Culture and Ceremonies Department of Beijing 2022. In addition, FounderType provided support. Over nearly a whole year of work, the logo was revised and improved repeatedly before the final look was decided upon. The result has been strongly affirmed by the FIS, the Chinese Ski Association, Beijing 2022, the CPC Hebei Committee, and the People’s Government of Hebei.
The design team discusses the logo with event organizers
FIS Secretary General Sarah Lewis said in a recorded video message that the launch of the official logo was an important milestone, hailing the design as a correct interpretation of the significance of the event. It has imagery of the Great Wall, a world-renowned landmark symbolizing China, as well as mountains, snow, and the natural colors associated with the event. This will be the first time for China to hold an event of this caliber. It is sure to be the first of many more such events and will serve as a strong catalyst for the development of winter sports in China. In addition, it will be a perfect showcase of the athletes and events everyone is looking forward to seeing at the next Winter Olympics.
Logo design scheme
Report on logo design scheme
2021 FIS Freestyle Ski & Snowboard World Championships logo
Font designed especially for the logo
The logo contains tall mountains, ski trails, snowflakes, a gated section of the great wall, and the FIS logo. The mountains represent the landscape of Zhangjiakou, and within the mountains is imagery of ski trails and ski jumps, which call to mind the purpose of the event. The snowflakes are symbolic of Zhangjiakou’s fame as one of China’s top ten cities for winter tourism. The gold snowflake represents the Genting Resort in Zhangjiakou, the primary event venue, while the blue one represents the Shougang Industrial Park in Shijingshan, the secondary event venue. The Chinese characters and English words in the logo tell the names of the venues, event, and year. The imagery of the Great Wall is symbolic of the region’s cultural heritage. The use of blue and gold comes from the colors used in the FIS logo: blue represents both the sky and winter sports, and gold represents the sun.
Early on in the project, the design team surveys the venue in Zhangjiakou
Source: Gu Xin, Li Xiangyu, Dai Yongjun
Editor: Zhao Ruohan
