Download - Thesis book 1
A new way to know Chinese tea culture
Brand Guide Book
02
The
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COPYRIGHT@2013YUFEI LIU
All rights reserved. No part of this book may be
reproduced, in any form or by any means, without
the written permission of the owner.
Academy of Art University
79 New Montgomery Street, San Francisco, CA94105
Website
www.thevoiceoftea.com
Phone
(415)671-9363
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oice of Tea
Brand Background
Brand Mission
Brand Positioning
Brand Logo
Brand Typography
Brand Color
Brand Photo Style
Brand Graphic Element
Brand Stationary Items
Table of Contents
First Cup
Second Cup
Third Cup
目录
章节
壹First cup
01
In traditional Chinese culture, a cup of tea is more than just water and leaves.
流传
Chinese tea culture has a history of more than three thousand
years, and it is an irreplaceable part in the history of the Chinese
culture. The tea culture plays a very important role in the daily life
of Chinese people. Whether considering from the point of the
classic culture or from the perspective of Chinese’ daily routine,
after a long time accumulation, tea has been recognized as the
well-known culture, Tea Culture.
The brand will represent of Chinese tea culture influences during modern century and spread out widly in the world.
剖析
Brand background
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TeaCultureChinese tea culture refers to the methods of preparation of tea,
the equipment used to make tea and the occasions in which tea is
consumed in China. The terms chayi “Art of Tea 茶藝” and “Tea Cer-
emony” have been used, but the term “Tea Culture茶文化” includes
more than just the ceremony. Also “culture” is easier to translate into
English from the Chinese term “art 藝”. Tea culture in China differs
from that of Europe, Britain or Japan in such things as preparation
methods, tasting methods and the occasions for which it is consumed.
Even now, in both casual and formal Chinese occasions, tea is con-
sumed regularly. In addition to being a drink, Chinese tea is used in
traditional Chinese medicine and in Chinese cuisine.
010
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1,400,0006%-8%
305,000
2,000,000,000
3,000 years of history of tea
number of tons of tea yearly out-put in China
annual industry growth rate
number of tons of tea exported per year
number of people who drink tea in the world
9 steps to drink tea
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oice of Tea
Choosing Chinese Tea Culture as the topic
of my graduate thesis, I have two points.
First of all, as an international student
studying in the US, Culture shock and the
English language are the first problems
Chinese visitors to the United States face.
Consequently, customizing the Chinese
style of thinking and routine into Amer-
ican standards is challenging for Chinese
graphic designers in America. These
challenges are reflected in the organization
of work and the introduction of cultural
design implementations.
China’s economy and foreign policies
are attracting more Americans to the Chi-
nese culture who expect to learn the culture
by experiencing it. For Americans, blending
different cultures into one is not a new prob-
lem since it is an immigrant country. But
blending cultures does not come as easily for
the Chinese, presenting a significant chal-
lenge for those trying to incorporate cultural
influences into American standards.
A lot of work needs to be done to
produce a satisfactory brand.
On one hand, combining Chinese
culture with a modern brand is challenging.
On the other hand, it will further
propagate Chinese culture and many factors
need to be considered for the brand to
succeed. For example, culture shock may
become an issue if the Chinese culture is not
presented in an acceptable and understand-
able way. Also, presenting Chinese style
factors into English typesetting and then
balancing them is an important problem
that must be resolved. Chinese tea culture
presents a great opportunity to find this
balance between traditional Chinese and
modern western cultures.
Thesis TopicWhy Choose Tea Culture as Thesis Topic?
00
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韵味。013
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茶,不单单只是一杯浓郁的芬香,
更是一种文化的依托,包含着历史的
The Chinese people, in their drinking of tea, place much significance
on the act of “savoring.” “Savoring tea” is not only a way to discern
good tea from mediocre tea, but also how people take delight in their
reverie and in tea-drinking itself. Snatching a bit of leisure from a
busy schedule, making a kettle of strong tea, securing a serene space,
and serving and drinking tea by yourself can help banish fatigue
and frustration, improve your thinking ability and inspire you with
enthusiasm. You may also imbibe it slowly in small sips to appreciate
the subtle allure of tea-drinking, until your spirits soar up and up
into a sublime aesthetic realm. Buildings, gardens, ornaments and
tea sets are the elements that form the ambience for savoring tea. A
tranquil, refreshing, comfortable and neat locale is certainly desirable
for drinking tea. Chinese gardens are well known in the world and
beautiful Chinese landscapes are too numerous to count. Teahouses
tucked away in gardens and nestled beside the natural beauty of
mountains and rivers are enchanting places of repose for people to
rest and recreate themselves.
Drinking tea is a good time to build up the relationship between
family and friends. Normally, Chinese people drink tea at noon or
after dinner and family will stay together and chat. However, the
young generation likes to drink Soda instead of tea but they lost the
chance to can talk with the elders of their family. The benefit for the
young generation to talk with their family during the teatime is they
can get the knowledge from their elders. At the same time, commu-
nication always is the good manner to care about our family via talk.
I want to call on the young people to remind them how important it
is to build up a great relationship with family.
01
02
Why tea culture is important for the young generation?
Important manner
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From green tea to hibiscus, from white tea to chamomile, teas are chock full of flavonoids and other healthy goodies.
—Julie Edgar
Regarded for thousands of years in the East as a key to good health,
happiness, and wisdom, tea has caught the attention of research-
ers in the West, who are discovering the many health benefits of
different types of teas. Studies have found that some teas may help
with cancer, heart disease, and diabetes; encourage weight loss; lower
cholesterol; and bring about mental alertness. Tea also appears to
have antimicrobial qualities.
The health effects of tea have been examined
ever since the first infusions of Camellia
sinensis about 4700 years ago in China.
The legendary emperor Shennong claimed
in The Divine Farmer’s Herb-Root Classic
that Camellia sinensis infusions were useful
for treating conditions including tumors,
abscesses, bladder ailments, and lethargy.
Possible beneficial health effects of tea
consumption have been suggested and
supported by some studies, but others have
found no beneficial effects. The studies con-
trast other claims, including antinutritional
effects such as preventing absorption of iron
and protein, usually attributed to tannin.
The vast majority of studies have been of
green tea; however, some studies have been
made of the other types of tea derived from
Camellia sinensis, such as white, oolong, and
black tea. Green tea has been claimed to be
helpful for atherosclerosis, LDL cholesterol,
cancer, inflammatory bowel disease, diabetes,
liver disease, weight loss, neurodegenerative
diseases, and even halitosis.
Drink for health
03
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New technologies, alongside global culture, have eye-catching
visual values for the younger generations. For these generations,
the idea of inheriting traditional cultural legacies has never
occurred to them. To avoid losing our legacies, and in an effort
to protect them, traditional Chinese tea culture needs to be
promoted through a visual and universal system. These systems
can make it easier for younger people to understand older ways of
living, while also introducing them to the art of tea.
The main goal of this tea house is to pre-serve and promote Chinese tea culture within the developing global culture.
目标
Brand Mission
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Developing globalization has enabled countries to become more
connected. While the connections might bring economic prosper-
ity and enhance communication between people throughout the
world, some negative results are generated, too. The ease of infor-
mation can adversely affect the local culture, as it tends to largely
promote outside cultures. For example, since younger people
spend much of their time on the internet, they are often exposed
to advertisements for global fast food chains. This increases their
likelihood to buy from those companies rather than preserve what
appears to be tedious, local culture, by comparison. It seems that
the younger generations are prone to accepting non-local cultural
information over local options. As a result, most young people
lose interest in local culture. The main purpose behind The Voice
of Tea brand is to raise awareness among younger generations
regarding the importance and enjoyment of promoting and
preserving classic culture.
What’s the problem we meet right now underneath the golablization culture effect.现
状
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Globalization Influences
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Again, tea culture is an irreplaceable part of traditional Chinese
history. It is not only a cultural medium but also a lifestyle for
the Chinese. From ancient times to the present, tea has become
a necessary part of people’s lives. When tea culture blended into
traditional Chinese culture, it grew more complex and harder
to understand. This partly explains why tea culture is not easily
accepted among the younger generations. However, it is this
complexity that reflects the soul of the culture. This presents the
challenge of transforming tea culture into a more understandable
practice without losing its soul in order to attract a wider variety
of people.
How to solve the problem 解答
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After doing a necessary survey, I found
that most tea brands focus on product sales
without propagating tea culture from a visual
standpoint. Introducing this kind of culture
to people first requires an eye-catching visual
component to get people talking. This will
require numerous, beautiful advertisements
and colorful posters to garner attention,
because people tend to instinctively choose
the most beautiful things from what they
see. It cannot be denied that a successful
and valuable visual advertisement catches
people’s eyes.
Traditional tea culture must also
be modernized. Unlike modern culture,
traditional culture has special features and
characteristics. Before broadcasting tradi-
tional culture in modern society, people’s
real needs must be determined to gain a
more targeted approach toward modernizing
ancient traditions.
022
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There is an old Chinese saying “music,
chess, books, art, poems, wine and tea.” Tea
connects six other social activities, all of
which are represented in modern life now.
As far as marketing is concerned, Chinese
tea culture plays an increasingly prominent
position in international societies. Modern
life is accompanied by fast tempo and high
pressure. Naturally, people begin to seek
ways to release pressure and enjoy some
leisure time. Drinking a cup of tea can relax
people and allow them to temporarily forget
the painful things in the life. Like yoga, tea
makes people feel comfortable and happy.
Tea is the best choice among other
beverages from a health perspective. It not
only tastes good but it also reduces the neg-
ative effects of fast food and can help adjust
other health conditions. Tea can also help
people connect. While drinking tea, people
may share interesting topics and knowledge
with each other, enhancing friendships
through communication. At any age, com-
munication promotes relationships. Chinese
tea culture plays an increasingly prominent
role in international societies, as well. More
people are becoming interested in Chinese
tea culture and want to learn more about it,
presenting a great opportunity to promote
and propagate it.
From the point of broadcasting, Chinese tea culture plays an increasingly prominent position in the international societies.
023
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Considering the above factors, The Voice of Tea brand was chosen because it is
a little bit different than a typical tea house. The tea house will be placed in a
Chinese garden. So, while drinking tea, people can enjoy the happy atmosphere
of the garden and appreciate the classic Chinese art. Meanwhile, the traditional
Chinese culture is blended with Chinese tea culture. Alongside the tea services,
The Voice of Tea will also offer a lot of introductory brochures and posters
for brand promotion. While serving tea, customers will be provided with
tea-related products, all of which will be labeled with The Voice of Tea logo to
establish brand advertising through word of mouth and customer referrals. A
corresponding website will also be created to coincide with the other promo-
tional efforts.
024
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025
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行茶注点,如人饮水,各有异趣。
气畅神清,茶如是,人,如是。
心眼手杯,顺势滑落,一如指尖的延伸
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The Voice of Tea will represent the influence of Chinese tea culture
throughout the modern century and the rest of the world. This
brand will not be designed to focus on tea sales. Rather, it will
instead spread the influence of traditional Chinese culture. Con-
siderations will be made regarding the brand’s distribution into the
international market as an initial step in building the business. It
is a natural step to broadcast this traditional Chinese culture in an
international market due to the goal of blending multiple cultures
into one, The pilot project will start in the United States since it
accepts people from different countries and incorporates various
cultures into its native culture. This indicates that Chinese cultures
will less likely be ignored there and will be a plus for propagating
the brand.
The brand will represent the influence of Chinese tea culture throughout the modern century and the rest of the world.
细解
Brand positioning
027
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To build the brand, The Voice of Tea
needs a solid basis in Chinese culture. Since
Chinese culture has a long history and is
oriental in nature, a research group con-
sisting of professional people from various
countries, including China, will be formed
to provide cultural direction for our brand.
This will help tailor promotional efforts for
Chinese tea culture to a variety of other
cultures. The Voice of Tea will also only use
tea that comes from China. For the people
who do not really understand Chinese tea, a
tea-growing area map will be used as an easy
way to inform audiences of where the best
tea comes from.
Considering its potential target
customers, The Voice of Tea, as a brand,
should broadcast a kind of traditional culture
within the general public instead of the
upper class. At the same time, the brand will
be promoted through multiple layers with a
meaningful design. This will allow the brand
to tastefully display Chinese tea culture from
the inside out.
The main difference between tea and
other products, in terms of production strat-
egy, is that its cost performance cannot be
judged solely by its appearance. To evaluate
the tea accurately, price, smell, appearance,
taste and value must be considered. From
retailers’ perspectives, The Voice of Tea’s
advertisements and posters should not only
focus on appearance, but other promotions
for the tea products will be necessary,
including taste testing and creating free
drinking areas.
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贰Second cup
02
章节
signature is the most meaningful part of our brand,
and it represents our entire company, present and furture. From
product packaging and ads to stationery system and paper grids, it
functions as a personal sign-off on the ideas we’re presenting and
sharing. The signature consists of two elements that work together
as a whole.
标志
Brand Logo
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The logo is the defining feature of our design system, and the
starting point for many graphic elements you’ll see later in this
document. Inspired by Chinese traditional window, Chinese
calligraphy and red stamp. The outside window shape represents
ideas and information in “see” and “learn”. It places “TEA” at the
center of outside window shape, with red background color of
ideas to present tea could give you more than a cup of water.
Symbol
033
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033
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The logotype is a typographic descriptor which includes the
name of the denomination, associate, agency, agency division, area
conference or congregation as well as a parent line which (except
in the case of the denomination) identifies its relationship to the
denomination.
Logotype
symbolsignature
logotype
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Signatures
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For ultimate visibility and impact, it’s important to retain a
designated ‘clear space’ around the signature. The minimum
clear area is shown below. This area is designated as being equal
to the height of the letter ‘t’ in the logotype. It should never be
intersected or intruded upon by any other graphic object or edge.
Nor should it be enclosed in a shape. Maintain this clear space
in all uses to give the signature the proper “breathing room” to
visually stand out.
Clear Space
036
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t
t
t
t
t
t9t
9t
7t
037
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* Symbol Only Clear Space *
* Symbol Analysis *
t
t
t
t9t
9t
7t
t
t
t
t
t
t9t
9t
7t038
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We have established various minimum sizes for our signature to
help it stand out as much as possible. While the minimum sizes
shown here should accommodate most applications and repro-
duction techniques, make sure that our signature is never smaller
than what can be clearly executed. Applications such as the Web,
signage or merchandise may require larger sizes.
Minimum Size
The symbol should never be used smaller than 3/4 inch in height. Do not reproduce the signature in a small size if poor quality or distortion is likely to result.
.5in
.55in
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An important factor in creating and maintaining a visual identity
is the consistent presentation of the identity elements. Therefore,
the way the signature is displayed must be given careful attention.
Shown below are examples of incorrect or unacceptable uses of
the symbol, logotype and signature.
Incorrect Use
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The one-color version of our signature is used for applications
and collateral where the layout needs to be simple and focused
without too many color variations. The one-color version may
also be used to enhance particular design concepts.
One Color
042
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Do not superimpose a one-colored symbol or signature on a contiguous colored background
044
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Type plays an important role in ’s Visual Identity
Program. It must be used consistently along with other visual
elements such as the symbol, logo, color, signature shape and pub-
lication formats to create and maintain the “look.”
Adobe Caslon Pro is the preferred typeface for all publications,
signage, advertisements, forms and stationery. This classic serif
type family is available in six weights: Regular, italic, bold, semib-
old, semibold italic, Bold and Bold italic.
Syntax is a sans serif typeface that can be used for text, captions,
charts, graphs or other short text. It is available in Roman, italic,
bold and Black.
When using Microsoft Office programs on the PC platform, and
where these typefaces may not be available, it is recommended
that you select the TrueType version of Times New Roman or
Bold (serif ) and Arial or Arial Bold (sans serif ) from your list of
available fonts as an alternative for typing letters, memos, reports
and other business applications.
字体
Brand Typography
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Adobe Caslon Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 “:!@#%$&?
Adobe Caslon Pro_Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 “:!@#%$&?
Adobe Caslon Pro_Italic
047
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ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 “:!@#%$&?
Adobe Caslon Pro_Semibold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 “:!@#%$&?
Adobe Caslon Pro_Semibold
048
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ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 “:!@#%$&?
Adobe Caslon Pro_Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 “:!@#%$&?
Adobe Caslon Pro_Bold Italic
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 “:!@#%$&?
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 “:!@#%$&?
Syntax_Roman
Syntax_Italic
Syntax
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 “:!@#%$&?
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 “:!@#%$&?
Syntax_Bold
Syntax_Black
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汉仪小隶书繁
琴棋书画诗酒茶
琴棋书画诗酒茶
琴棋书画诗酒茶
琴棋书画诗酒茶
琴棋书画诗酒茶
琴棋书画诗酒茶
琴棋书画诗酒茶
琴棋书画诗酒茶
HYXiaoLiShuF
052
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方正楷体繁体
琴棋书画诗酒茶
琴棋书画诗酒茶
琴棋书画诗酒茶
琴棋书画诗酒茶
琴棋书画诗酒茶
琴棋书画诗酒茶
琴棋书画诗酒茶
琴棋书画诗酒茶
FZKai-Z03T
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Color is a critical element in creating a memorable and lasting
identity. It can be used to link certain information, and to offer the
viewer visual cues for continuity and/or differentiation. Using this
color palette will lend consistency to . There are two
approved color palettes: a primary palette and a secondary palette.
They are based on the PANTONE MATCHING SYSTEM®.
If PANTONE® colors are unavailable, CMYK simulations may
be substituted. It’s important to note that the colors represented
electronically are only an approximation. The most recent version
of the PANTONE® color formula guide should be used for
matching PANTONE® and CMYK color values. RGB color
values have been provided for on-screen use such as PowerPoint®
presentations and the web. Please note that colors may appear
different depending on specific monitor settings.
颜色
Brand Color
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C20 M75 Y100 K10 C65 M35 Y60 K10
C25 M60 Y85 K10
C30 M10 Y20 K0
C0 M0 Y0 K20
C0 M0 Y0 K80
C35 M50 Y70 K10
C20 M5 Y70 K0
C0 M0 Y0 K100
R185 G88 B40 R100 G130 B115
R175 G110 B60
R185 G205 B200
R210 G210 B210
R88 G90 B90
R160 G125 B85
R210 G215 B110
R0 G0 B0
Primary
Secondary
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The color specifications were developed to add flexibility
and protect the appearance of the signature. Follow the rules
below in handling logo or a signature. The
preferred form of signatures is one-color on a
white background.
Use of color
056
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* Primary signature color *
* Variation signature color *
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Signatures must always appear clearly and legibly on their
background. Always observe clear space specifications and use
preferred vendors and reproduction methods. The examples below
show various background treatments for signature
and the preferred color application of the signature.
Backgrounds
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叁Third cup
03
章节
Chinese calligraphy and brush stroke serves as a visual differen-
tiator and uniquely identifies all communication
devices. Those shape can be filled with color chosen from the color
palette, contain type, or be used as a mask over photography. The
Chinese calligraphy and brush stroke has been created by my hand
drawing. It is a subtle and unique reminder of visual
identity. Use the Chinese calligraphy and brush stroke wisely.
元素
Brand Graphic Element
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The pattern used to create items, will appears inside
of the tea package design, at the top and bottom of official web-
site, the smart phone apps, stationary pieces and the menu design.
The inspiration behind the pattern is represent and build connec-
tion with traditional Chinese elements and English character.
Brand Pattern
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The images used to represent should be bright
and warm toned in colors. The images should not be cluttered or
oppressive. Refer to the color palette on the brand manual when
choosing photography. Consider using the keywords clean, bright,
lively, placid and warmth.
图片
Brand Photo Style
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Software
InDesign, Lightroom, Photoshop, Illustrator
Photographers
Yufei Liu
Designer
Yufei Liu
Typeface
Adobe Caslon Pro, Syntax
Printer
EPSON 1400
Copy Writers
Yufei Liu, Li Wang & Yvette Journey
Camera
Nikon D3
Lighting
Inter Fit 160
Computer
Mac OS X 10.6.8
Cover Stock
Red River 47lb Premium Matte
Text Stock
Red River 32lb Premium Matte
Scanner
EPSON Perfection V300 Photo
Art Director
Phil Hamlett