Huaning geographical indication signage production, how to let a piece of iron tell a local story?

Recently, I was chatting with a few friends who are in the cultural and tourism industry, and everyone mentioned one word invariably.: “"Locality", to put it bluntly, is how to make tourists feel "this place is different" at a glance. As we were chatting, the topic turned to those geographical indication signs that are erected at intersections, at the entrances of scenic spots, and at the entrances of characteristic villages and towns. My friend suddenly asked me: “You said, for a place like Huaning, is its geographical signboard as simple as engraved with the words "Huaning welcomes you"? ”

This question stopped me and made me excited. Yes, we write about signage design and production every day, but have we ever really thought about what a sign standing on the land of Huaning should look like? Is it just a cold tool that indicates direction? I'm afraid not. It should be the "first face" of this land, the "greeter" who smiles before saying a word, and the "miniature landscape" that condenses the spirit of Huaning.

Today we won’t talk about the process parameters that are universally applicable, but will just focus on them. How should Huaning's geographical indication signs be "produced" so that they can live up to the land and water?

The materials cannot be casual. You can get a stainless steel polished plate that is common across the country. It seems to be fine if it is placed near any city. But if it is placed in Huaning, it may not make sense. What does Huaning have? What I’m thinking of is pottery, Huaning pottery, which is famous for its warm, simple texture with traces of handicrafts, which can never be replaced by industrial boards. Can elements of pottery be incorporated into it? Instead of simply sticking a few pottery pieces on it, which is too stiff, the base of the sign can be made of rammed earth-effect concrete that imitates the texture of clay, which feels grainy to the touch. ； Or transform the classic glaze colors of Huaning Pottery - such as the quiet moon white glaze or the lively green and white glaze - into the main color system of the sign. From a distance, the colors are telling the origin.

Let’s talk about the shape. A square and square board is the easiest but also the most ruthless. What is the character of Huaning’s mountains and landscapes? Is it the dense and dynamic atmosphere of Ningzhou hot springs, the rolling hills and valleys of Modou Mountain, or the Yi rural customs of Tonghongdian? Can the outline of the sign be an abstract mountain shape, or simulate the flowing curve of pottery? You can even make the signboard itself into a "pottery" silhouette, so that people passing by can recognize it at a glance.: Oh, this is the land of pottery. This "shape" hint is more direct and powerful than any words.

Next is the most important thing: Content and visual expression.  “How to write the word "Huaning"? Use italics or boldface in the computer font library? That would be a pity. Can we go to the old streets and alleys and ancient inscriptions in Huaning to find inspiration? Take a look at the signs and Spring Festival couplets handwritten by local folk artists. The randomness and vividness in the brushstrokes are truly "living" fonts. Or, invite local calligraphers to dip their brushes in thick ink and write the word "Hua Ning" with both bones and charm. These two words are the soul of the sign.

It is not enough to have words, there must be "painting", but this painting is not an ordinary landscape photo inkjet painting. It can use minimalist lines to engrave Huaning's iconic scenery - such as the outline of the ancient building of Ciyun Temple, or the cultural symbols of Quanxiang Square. More advanced ones use hollowing out. , light and shadow, imagine that the sun sets, the sunlight passes through the hollowed-out "Huaning" characters or pottery patterns on the sign, casting moving light and shadow on the ground. As time goes by, the light and shadow move and change, and this sign becomes an installation art that dialogues with nature, and it "comes alive".

It is the "temperature" of craftsmanship. Geographical signboards are often large in size, but they cannot reveal the coldness of large-scale industrial products. How to retain the handmade feel? When treating metal surfaces, is it possible to try techniques such as distressing and hammering to leave a subtle, uneven texture on the surface, as if it has experienced the caress of time? ； The splicing does not have to be so tight that it is suffocating. Some traces of craftsmanship can be retained appropriately to tell people that it was assembled bit by bit by the hands of craftsmen. You can even leave the last name of the craftsman or a small handprint mark in a corner of the brand, so that there are specific people standing behind this public product.

I always feel that a good geographical indication sign should not passively provide information when you see it. It should have an "attraction" that makes you attracted by its temperament from a distance and can't help but get closer and take a closer look. After reading it, you will have a hazy and beautiful premonition and expectation for the land you are about to step into. It is a silent "preface" that sets the tone for you to read Hua Ning's book in advance.

The production of Huaning geographical indication signs is by no means as simple as cutting, welding and spray-painting in a factory. It is a design that grows from the land, a creation that has an in-depth dialogue with local culture, and a local narrative written with steel, color and light and shadow. Its ultimate goal is to make everyone passing by feel the heartbeat and breathing of Huaning the moment they see it.

This is difficult. Designers need to put down their posture and live and feel like locals. ； Craftsmen are required to have not only craftsmanship, but also understanding and empathy, but it is precisely because it is difficult that it is valuable when it is made. When that unique sign is erected, it is no longer a road sign, but a cultural coordinate on the land of Huaning. Do you think this is true?