橫山獎品牌塑造
Hengshan Awards Brand Identity Design
三獎築山，從山的形態創造藝術對話
Three Awards Building a Mountain: Shaping the Hengshan Prize through an artistic dialogue rooted in the language of mountain forms.
「橫山獎」由桃園市立美術館設立，旨在推動臺灣書法藝術的展覽與研究，並培育與發掘具潛力的書法藝術人才。這項立足臺灣、放眼國際的重要獎項，涵蓋「橫山書藝獎」、「橫山書法研究論文獎」及「橫山評論」三大類別，透過深化理論研究與藝術實踐的對話，推動書法藝術的傳承與創新。
獎項品牌設計以「三獎築山」為核心概念，運用幾何化的三個長形方體構築出山的意象，並以不同的結構呼應不同獎項的特質，象徵三大獎項的並立與相互支撐，寓意書法藝術在文化延續與創造中的堅實基礎與無限可能。
The “Hengshan Awards”, established by the Taoyuan Museum of Fine Arts, aims to promote exhibitions and research on Taiwanese calligraphy while cultivating and discovering promising talents in the field. Positioned in Taiwan with a global vision, this prestigious award encompasses three categories: Hengshan Calligraphy Award, Hengshan Calligraphy Research Award, and Hengshan Calligraphy Art Criticism. By fostering dialogue between theoretical research and artistic practice, it advances both the preservation and innovation of calligraphic art.
The brand identity is built around the concept of “Three Awards Forming a Mountain.” Three geometric rectangular forms are used to construct the imagery of a mountain, with varied structures reflecting the distinct characteristics of each category. Together, they symbolize the coexistence and mutual support of the three awards, embodying the solid foundation and infinite possibilities of calligraphy in cultural continuity and creative expression.
三獎築山
橫山獎的視覺識別以「三獎築山」為核心概念，運用不同材質與結構對應三大獎項的獨特特質，層疊構築成山的意象，象徵獎項的並立與文化傳承的延續。標準字由書法大師李蕭錕題字，與標誌相互呼應，共同塑造出兼具傳統底蘊與當代美感的品牌形象。
Three Awards Forming a Mountain
The visual identity of the Hengshan Awards is built upon the core concept of “Three Awards Forming a Mountain.” Different materials and structures are employed to represent the distinct qualities of each category, layered together to form the imagery of a mountain. This symbolizes both the coexistence of the three awards and the continuity of cultural heritage. The logotype was inscribed by renowned calligrapher XiaoKun Li , resonating with the emblem to create a brand identity that bridges traditional depth with contemporary aesthetics.
堅柔並蓄的標準字設計
橫山獎標準字設計融合了現代簡約與書法韻味。透過簡化筆畫結構並移除傳統襯線體的裝飾元素，在保留漢字基本骨架的同時，運用微妙的筆畫收尾變化，創造出俐落而不失書法韻味的當代字體。筆畫末端的精煉處理，既突破了黑體的剛硬筆直，又避免了明體的繁複裝飾，展現出簡約而富有美感的當代書法設計語彙。
A logotype that embodies both strength and elegance
The logotype design of the Hengshan Award embodies modern minimalism while preserving calligraphic aesthetics. By simplifying stroke structures and removing traditional serif decorations, the design maintains the fundamental framework of Chinese characters while introducing subtle variations in stroke endings. This treatment creates a clean, contemporary typeface that breaks away from the rigidity of Gothic style without the ornate details of Ming style, presenting a minimalist yet aesthetically refined contemporary calligraphic vocabulary.
以色彩系統區分獎項架構與整合風格
品牌色彩以墨色黑為主金色為輔，象徵獎項的卓越價值。為了區分獎項與評論，設計團隊規劃了三組沈穩內斂的輔助色系。以紅色系代表創意滿溢的「橫山書藝獎」; 以藍色系代表理性沈穩的「橫山研究論文獎 ; 以綠色系代表「中立」的「橫山評論」。 這些色彩經過細緻調和，既保持了獨特性，又能和諧共存，完美展現出符合書藝的典雅氣質。
Using a color system to differentiate award categories while maintaining a unified visual style
The brand color palette features ink black as the primary tone, complemented by gold, symbolizing the award’s distinguished value. A vibrant red palette represents the creativity and boldness of the Hengshan Calligraphy Award; a calm blue palette reflects the rational and composed nature of the Hengshan Research Award; and a balanced green palette signifies the neutrality of the Hengshan Calligraphy Art Criticism.
These color palettes were carefully harmonized to ensure each retains its uniqueness while coexisting in visual harmony — perfectly capturing the elegance and sophistication of calligraphy culture.
以解構再重組標誌製作輔助圖型系統
輔助圖形的設計延展橫山獎標誌的核心造型，透過對其基本元素的擷取與重組，展現出書法藝術中動態的筆墨效果。視覺語彙運用了標誌中的長形結構，透過不同的重疊、延伸與層次變化，創造出猶如潑墨、行氣與結構之美的視覺張力，呼應了書法藝術中流動的韻律感。
Creating an auxiliary graphic system through the deconstruction and reassembly of the logo
The brand pattern system evolves from the core elements of the Hengshan Award logo. By extracting and reimagining these basic forms, the patterns create dynamic compositions that echo calligraphic ink effects. Through overlapping structures and layered variations, these patterns capture the flowing aesthetics of traditional calligraphy while maintaining a contemporary visual language.
Hengshan Award Brand Design
橫山獎品牌設計
Hengshan Calligraphy Art Center
Project Planning | Harper Wang 王怡真 / Jiaying Lin 林佳穎 / Chen Yu-Tso 陳俋佐
Calligraphy Brush | Jiaying Lin 林佳穎
Award Typography Design (橫山獎)｜ Xiaokun Li 李蕭錕老師
StudioPros Design
Art Direction | Yi-Hsuan Li
Brand Design Strategy | Moon Chang
Brand Experience Direction | Moon Chang
Visual Design | Yi-Hsuan Li, Tinn Chang
Portfolio Animation Support | Jin Tseng
3D Animation Design | Studio SUNG / Pinguin Kao