[Case 04]
Qingjin Literature Award CIS Redesign
The Qingjin Literature Award is a poetry and prose competition for vocational students in Taiwan. This project redefines the brand’s visual identity to better resonate with modern audiences while preserving its deep cultural values.
Role
Graphic Designer
Personal Project
Project type
Academic, Brand Identity Design
Duration
4 Weeks, 2023
Responsibilities
Identified redundancies and break points in the webpage using web crawler tool.
Conducted Card Sorting to understand users’ mental models and redesigned an intuitive labels and navigation system.
Designed high-fidelity prototypes and performed second round card sorting to validate the effectiveness of the new architecture.
Tools／Skills: Adobe Creative Suite(Illustrator, Photoshop)
[Define]
Background
The QingJin Literature Award is a poetry and prose competition organized by Chihlee University of Technology, open to students from vocational and technical schools in Taiwan. The competition aims to encourage student creativity, promote artistic and cultural development on campuses, foster humanistic values, and discover students with outstanding literary talent from various schools.
Vertical/ Lateral Thinking Analysis
To have a deeper understanding of brand concepts and drive innovation, I utilized a vertical and lateral thinking analysis on its existing poster and design. Through vertical thinking, I performed a deep dive into the award's core identity—focusing on its target audience (vocational students) and its cultural roots (the 'Qingjin' traditional attire). This ensured the redesign stayed true to its mission of fostering literary talent. On the other hand, horizontal thinking allowed me to bridge the gap between abstract values and tangible design elements. I brainstormed lateral metaphors such as 'Planting' (Growth), 'Breeze' (Atmosphere), and 'Draft Paper' (Creation) to create a rich visual vocabulary for the brand.
[Ideate]
Logo Sketches
Based on the core keywords identified in the thinking matrix, I translated these abstract concepts into three distinct visual directions.
Version A: A minimalist approach using a quill and a wave-like baseline. The design focuses on the "flow" of writing, keeping the visual elements light and approachable.
Version B: Combines a fountain pen nib with a laurel wreath. This version was selected because it clearly symbolizes "literary achievement" while using clean, modern lines that appeal to a younger student audience.
Version C: Focused on a balanced, circular layout. I placed the traditional characters within a geometric grid and added a single brushstroke to create a mix of stability and movement.
The final logo evolved from Version A, prioritizing structural balance and visual stability. The circular geometry was selected for its formal and prestigious aesthetic, which aligns with the academic nature of a literature award. The clean, geometric lines ensure high legibility and impact across all scales. Besides, to ensure a consistent brand experience, I used simple lines and geometric shapes similar to the brand logo as supporting graphics. This system ensures that the brand remains easily recognizable even when the main logo is not the visual focus.
[Execute]
Logo
To ensure the logo functions across all media, I designed a comprehensive variations, including color variations and layout adaptations for maximum flexibility and professional consistency. The full color version is used for high-impact digital and physical branding. The monochrome version optimizes for single-color printing, ensuring the mark remains legible even without its signature colors. I also established vertical and horizontal patterns to fit diverse spatial requirements such as narrow social media banners and vertical event banners.
Key Visual Comparison
Mockup
The final design was applied to five key physical touch points. This selection spans diverse scales and materials, ensuring the award feels professional and unified across all platforms.
Invitation Card & Award Certificate
Staff ID Card
Lightbox Advertising (Vertical/Horizontal)
Exhibition Signage
