Yunnan advertising sign design company, how to use a brand to tell the story of Yunnan?

Hey, when you think of Yunnan, what pops into your mind? Is it the wind, flowers, snow and moon in the Erhai Lake in Cangshan, the bluestone road in the ancient city of Lijiang, or the tropical rainforest in Xishuangbanna? This land is so special, and there are stories hidden in every corner, but you know, it is not easy to put the unique "taste" of Yunnan into an advertising sign so that people passing by can remember it at a glance. Today we will talk about how advertising signage design companies rooted in Yunnan use this "facade".

You may think that signs are just there to tell others "where is this place" and "what is sold here"? This may be true in other places, but in Yunnan, it would be too "losing" to think so. Yunnan's signs have long been unwilling to be just "guidance signs". They must be an extension of the scenery, a slice of culture, and even become a small attraction in itself. I know Lao Yang, the owner of a design company in Kunming for more than ten years, and he said something interesting to me.: “When making signs in Yunnan, you can't just bring a computer and a ruler, you have to bring a greed for this land. ” What does it mean? You have to really be greedy for every plant and tree here, and the smoke and smoke here, in order to create something with a soul.

For example, the signboard of a tie-dye shop in the ancient city of Dali did not use those shiny acrylic characters. The designer went to work with old craftsmen for several days, and finally used an old elm board with natural wood grain. The store name was engraved on it in an indigo color that is close to tie-dyeing, with a seemingly casual but actually hand-made touch, leaving some on the edges. The rough feeling, after hanging it up, does not look like a new sign, but like an old object that has been on the wall of the ancient city for decades, and it fits perfectly with the atmosphere of the entire ancient city. When tourists pass by, they are led into the tie-dye story by this sign before entering. You see, this is the design created by "Gan" - the handmade texture of "Gan", the traces of time left by "Gan".

Going further south, Xishuangbanna is another scene. The tropical atmosphere there is so strong that it cannot be transformed. If the signage design is too "cold" or too industrial, it will immediately be out of place. The local design team in Banna is more "wild". They make extensive use of local materials such as teak and bamboo weaving, and dare to use full banana leaf green, mango yellow, and flame patterns for colors. The shape often borrows from Dai bamboo houses and large buildings. Drawing inspiration from elephants, peacocks and even lush tropical plants, I have seen a signage system for a resort hotel. All road signs are made in the shape of slightly curved banana leaves, with arrows cleverly hidden in the veins of the leaves. When the lights are turned on at night, they are shadowy. Walking inside is like exploring in the rain forest. This kind of signage speaks and breathes by itself, releasing the unique enthusiasm and vitality of Banna.

"Shape" and "color" are not enough. The real difficulty is to grasp the "god". Yunnan is a multi-ethnic settlement, and each ethnic group has different cultural symbols and aesthetic habits. In the Naxi area of Lijiang, the picture-like characters of Dongba script are excellent design elements in themselves. ； In the Tibetan area of Shangri-La, thick colors, mysterious totems, and fluttering prayer flags can all inject spiritual power into signs. A good design company must conduct field surveys like anthropologists to understand the awe and belief behind these symbols, instead of simply pasting and copying, otherwise the resulting products will be considered nondescript to locals and superficial tourist souvenirs to outsiders.

Of course, feelings are feelings, and practical problems must also be faced. Yunnan's strong ultraviolet rays and humid rainy season will be a huge test for the durability of signs. Those experienced companies will take the material and technology into consideration at the beginning of the design, whether to use weather-resistant steel plates to allow them to naturally develop mottled rust, use specially treated wood to resist moisture, or choose new composite materials. Composite materials require a lot of local experience. Lao Yang once complained that in his early years, he used a certain kind of beautiful paint, but it faded and cracked after a dry season. Only after paying "tuition" did he figure out the way. The advantage of local design companies in Yunnan is not only the closeness in aesthetics, but also the mastery of the temperament of "things" in this unique climate environment.

Now many brands, especially those who want to open up the Yunnan market, are beginning to understand this truth. They no longer just ask for "eye-catching" and "generous", but also ask: “How can our brand look like it grew from the soil of Yunnan? ” This puts forward higher requirements for design companies - no longer a simple service provider, but a translator and connector between the brand and local culture.

In the final analysis, advertising signage design in Yunnan is a science about "integration". Modern business needs must be skillfully integrated into the ancient natural landscape and humanistic texture. It rejects the same industrial assembly line products. It calls for the warmth of hands and thoughts. A work with a deep understanding of this land. A good Yunnan sign is like a well-designed window. Through it, people can glimpse not only a store or a scenic spot, but also a style, an attitude, and a unique story belonging to Yunnan.

Next time, if you are attracted by a unique sign on the streets or in a mountain inn in Yunnan and can't help but stop to take a second look or even take a photo of it, then its designers may have succeeded, because they used steel, wood, lights and colors to complete a silent narrative, solidifying thousands of images about Yunnan in a small space. This may be the most charming part of Yunnan advertising sign design.