Zhongyang LI Shouming CHEN Huazheng LIU
Abstract: Urban image design was researched through the great stage of Olympics. Relationship between content design and urban image, and the concept and categories of content design were analyzed. Content design of urban image was investigated concretely with five aspects. Significance and availability of studying content design of urban image was concluded in the end.
Keywords: Olympic Games, Urban Content, Urban Image, Content Design
1. Olympics and City
Since the Olympics of the modern era has developed more than hundred years, every city is proud itself of hosting the Olympic Games. Indeed, the Olympics is not only the sports movement all over the world, but also is a big stage where hosted country can show its economy, culture, and the overall strength. Besides, it has become a good chance for national development, a big window for propagandizing urban civilization, an effective way for creating urban image, and a driving Force for improving public literacy. Although there are some comments about negative effects of post-Olympics economy, we can easily know that the countries which hosted Olympic Games access to lots of huge business opportunities, and their economy develops more rapidly than before. Especially, the Olympic cities are the biggest beneficiary. For instances, thanks to the stimulation of Tokyo Olympic Games, it became a world financial centre through continuous development. Its city is ‘capable, elegant and cooperation.’ Seoul Olympic Games in 1988 had Korean economy and its culture transmitted all over the world. Because the Olympic brand has tremendous influence, all countries want to choose the most competitive city in its bid to host the Olympic Games. London is a vivid example. After the years of 1908 and 1948, it will be the third time hosting the XXX Olympic Games in 2012.
Both sports competition and promoting friendship are the two initial purposes of Olympic Games. Now, it has upgraded to show the state's overall images. The Olympic Games can establish the unique image of city and make city more individuation. On the one hand, as we know, the city achieves substantial material wealth through accurate direction of urban content——this treasure does not disappear with the lapse of year. Instead it will be richer than before. On the other hand, the public spiritual wealth can be continuously enriched with the increasing urban soft power. In short, the Olympic Games render cities to show a good cycle of urban development patterns from the economic, cultural, environmental and other aspects。
2. Content Design and the Olympic Games
The Olympic Games are a process. It improves urban planning system. The Olympic Games are a means as well. It upgrades urban comprehensive strength. Depends upon the excellent opportunity of the Olympic Games, the administrator should invite experts and scholars at the aspects of economy, science, literature, history, architecture, design and folk to identify the differences between cities to find city’s advantages. Specifically, urban image can be created relying on high technology and urban culture. As a result, city shapes unique temperament, expands global visibility, and promotes the development of whole country.
the experience of the Olympic Games tells people a truth that the construction of infrastructure, public services and housing conditions of the host city have immense improvement with the impact of the Olympics. The city has a profound meaning instead of no longer machinery. The quality of life is also enhanced gradually. These changes are the results on the basis of studying urban content under background of the Olympic Games.
3. Content Design
3.1 The Concept of Content Design
Content design is the research method. Creation as blood and content as vein are its features. By finding the meaning of things which is the core of design, designers use accurate methods of design to enhance the taste of design objects, so as to raise their added value. As long as designers grasp the essence, the target groups of content design do not be restricted either sex or any age, so regardless of region or space.
21st century is the era of aesthetic economic development. Fusion of the Science, technology, culture and arts is the global trend of design. Content design has become a new term in contemporary society. Design is not for the basic function level, but also for content, meaning and communication. Therefore, designers need to find the fashionable and personal elements and gather information in order to make life more harmonious, richer and higher quality.
3. 2 Categories of Content Design
3.2.1 Corporation Services Design
Synthetical coordination capacity of one city can be improved rapidly by corporate design of urban services. City services system includes the urban public transport services, communication services, public recreational places and so on. When carrying out corporation services design, designers must proceed from the actual demand for human beings, and make cities fast, convenient and comfortable as the purpose so as to form obstacle-free link between design and services with systemic planning. During the past seven years after wining the bid for Olympics on 13th July 2001, Beijing has been changed obviously. The urban green space is increasing, and the environment is improving. The function of various districts becomes clearer. For examples, Chaoyang District takes CBD construction as the name card of Beijing international image. Haidian District develops the information transmission services and software design industry through university research strength. In addition, the Government organizes a hearing to adjust the charges of telecom, and reduces the public transport expenses through financial subsidies.
3.2.2 Brand's Value Design
Brand's value design requires designers tell the feelings about the design with the cultural connotations of design objects behind the technical support. Urban image is shown through not only modern high-rise buildings but also its culture. Recently, every city is focusing on the build of culture, history and regional characteristics by improving economic construction. A contest of city’s glamour in China, carried out by CCTV is a typical example to prove the point above. Qufu, a city of Shandong Province in China, which is famous for hometown of Confucius (the Confucian Mansion where he lived in, the Confucian Temple where he imparted knowledge to people, and the Confucian Cemetery where he die ) highlights the cultural content as its brand to explore tourism, which boosts the overall economic development.
3.2.3 New Forms of Creative Design
New forms of creative design are built on scientific and technological innovation. They could enrich connotations of cities, improve people's lifestyle and enhance the competitiveness of urban image with a new modeling, materials and crafts. Faced with the ever-changing technology and the current pressure of environment, City must refresh itself continuously to ensure sustainable development. Taking the National Grand Theater as an instance, it has a unique new design pattern with high technology. Another typical example is the new building of CCTV which located on Central Business District of Beijing. It reverses the traditional architectural forms. Both of landmark buildings have increased status as a cosmopolitan city.
3.3 Content Design and Urban Image
There are mainly two aspects of city research currently. One is urban planning and architectural design. The other is urban image design which is based on CIS, to be specific, using concepts of MI, BI and CI to shape city image. Both of them, however, should be studied from urban content. Because content is the key.
In the context of modern information society, with accelerating the urbanization process, Reinforced concrete structure makes urban image more homogenization. Urban image design must be returned to the original point. Designers should think more about the inner thoughts and feelings of cities, except for meeting people's basic needs, such as food, clothing, housing and transportation. So, it requires them to collect regional resources, improve the service system, create new urban space, and upgrade urban brand image with the inner touching story, then establish a humanistic, harmonious and livable city.
4. Strategies in Content Design Of Urban Image
One place has its own content and characteristic which is the core of content design of urban image. Cultural identity, regional patterns, urban content and urban form, environment and humanity qualities should be researched. Preferred resource integrated and creative value should be paid attention with science and technology as entry point. Therefore, it is out of question that the Olympic Games are the huge power which speeds up content design of urban image.
4.1 Human-Centered Urban Planning
Interaction between people and city is one of the most crucial aspects of content design of urban image. Urban development is to enhance people's living standards, improves the working environment and raises people's minds. Only all-round development of human being, can urban image be consolidated continuously. It is also the best interpretation of ‘People's Olympics’. The 8.0 earthquake in Sichuan province has caused big losses in both human lives and properties on May 12, 2008. It warns that whether the construction quality, or public places, such as emergency shelters, should be thought from human beings. In view of this, human-centered content design needs government planning, business responsibilities and public supervision timely.
4.2 Urban Sustainable Development
The Olympic Games strengthen the concept of sustainable development. The spirit of ‘Green Olympics’ is to enhance people's awareness of ecology and the full protection of natural resources so that circular economy can be developed. The Olympic Games do not need to use up a lot of land and construction of stadiums at the cost of sacrificing the green. While the 2008 Beijing Olympics draws on the 2000 Sydney Olympic Games experience. proceed from building globalization and information era of ecological objectives of the Olympic Games, Beijing’s image is enhanced comprehensively through the 3R(Reduce, Reuse, Recycle)concept of environmental protection. It is reported that life hot water at the Olympic village is supplied with Solar Energy. At the same time, solar energy also provides 90 percent energy of lawn lamp and street light of venues.
4.3 Regional Character in City
One person is raised with one side of water and soil. Just like personality as the commodity selling point, content design of urban image should be not only made overall plans to form a global style, but also positioned urban personality with new technologies new packaging, and new point of view, in order to avoid the loss of competitiveness due to lack of it. Looked at the past Olympics, the host city thought a lot about the development of regional image. For instance, the 1968 Mexico Olympic Games were the first developed Western countries no longer hold the Olympic Games. Finding Mexico's geographical features, being different from modern Western cities are two keys to build urban image. After the Olympic Games, People from all over the world are interested in the original unique American culture.
4.4 The Rich Cultural Deposits in City
If a city has not cultural roots, it will be an empty city. “City is the cultural container” said Lewis Chi Ford, who is a famous architect in America. Architecture is not just itself, also includes the social culture, history, national culture, folk culture and so on. As a city with 3000 years history of Beijing from its foundation, and 860-year history of Chinese Capital, its cultural connotations are the biggest advantage. During the Olympic Games, Beijing should be given full display to the world with the unique cultural and three-dimensional urban image. Not because the Olympic Games and the transformation of the old city affect the long-term development. Chinese courtyard houses, the Forbidden City, Temple of Heaven Tiananmen Square and other traditional architectures should be organic integration with modern building.
4.5 Urban Visual Identity
Urban static, concrete, visual communication system is also another aspect of content design of urban image. It mainly includes the urban standard color, the urban core graphics, landmark architecture, urban landscape form and brand advertising. For example, Hong Kong has been defined as ‘Asia's world city’, through the study of international successful cases of urban image design. ‘Brand Hong Kong - the dragon sign’ is a new brand of urban image, spreading urban concept of culture convergence between the east and west. Therefore, the visual design is the intuitive and effective form of expression to explore inner urban culture and display the external visual image.
Based on above analysis, the content design of urban image mainly includes two categories. One for hardware design: City shape, urban planning, public service systems and so on; the other for software design: people behavior, regional character, cultural connotation etc.. Both of them are interrelated and complementary.
5. Conclusion
Contemporary design needs global marketing and regional designing. Like products should attract mass consumer with rich emotion, Cultural identity is the basis of the city differences and brand image. Under background of the Olympic Games, content design plays an important role of transmitting a global new image. It is obvious that urban culture is not only a culture, but a way of life, a kind of economy and a life. The uniqueness of regional content itself can be viewed as a local economic resource, creating urban image and transforming into urban high-value brand.
Finally, as a new subject, content design of urban image is a lasting research project. Study must be explored the relationships of human being and city, city and environment, cities and regions, cities and culture, city and vision from the perspective of human caring and multi-angle thinking in order to come up with solutions of urban image design, then establish urban brand accurately through the design , Testing and redesign.
References
Wang Ying. Big System thinking [M]. Beijing: China Youth Press.1998
Ren Hai. Encyclopedia of the Olympic Games[M]. Beijing: Encyclopedia of China Publishing House.2000
Jiao Yan. Expression and planning of urban colors[J]. Urban Planning 2001-3
Zhao Jiuzai(Korea). Suggestions on the Bejing 2008 Olmpics [M]. B内。
ejing: National Press. 2007
奥运会背景下对内容设计与城市形象的研究
李中阳 陈寿名 刘华铮
北京市西三环北路105号首都师范大学美术学院,100037
Email:li919@163.com Tel: 86-10-67409288 Mobile: 86-13501195539
Email: shoumingchen@126.com Mobile: 86-13439568158
Email: liuhuazheng@163.com Mobile: 86-13520297969
摘要:通过奥运会提供的有利舞台,研究城市形象与内容设计。以内容设计与城市品牌形象的关系为切入点,分析内容设计的概念与分类,探讨内容设计与奥运会及城市形象设计的关联,并从五个方面具体研究城市形象的内容设计,提出内容设计对城市品牌形象建立的重要性和有效性。
关键词:奥运会;城市内容;城市形象;内容设计
韩国东西大学课程设置以及特色课程安排:
1.合理安排以不同专业的实习课为中心进行的相关理论课。
2.开设以数字理论为基础,通过数字处理过程,实现数字化的多样有关数字理论的课程。
3.加强与不同专业,不同课程的交流,加强多学科之间的联系。
4.在数字化影像设计中心进行产学研合作科研项目,它是深刻的,有战略意义的设计学科的教育制度。
韩国东西大学硕士、博士课程及学制如下:
学制/所需学分:
硕士学位学制2.5年,共需32学分,授予设计学硕士学位。
博士学位学制2.5年,共需36学分,授予设计学博士学位。
学位课程/标准课程计划:
课程: 设计学硕士课程,设计学博士课程
专业: 视觉设计,产品设计,空间设计,时装设计,多媒体设计
获得学位: 硕士学位课程的学制为2.5年,博士学位课程的学制为2.5年。硕士学位课程的所需学分为32学分,博士学位课程是36学分。硕士学位课程要求在韩国学术振兴财团或候补登载学会发表1次以上,博士学位课程要求学会发表2次以上或登载论文1篇以上。硕士、博士学位课程通过韩语考试以后可以提出学位论文。如果学生修完所要求的学分而办完手续,可以取得修了资格。为了取得课程修了资格,该学生的成绩平均必须超过B(3.0)。
报名:
1.招生专业与招生人数:

设计吧简介
澳大利亚新南威尔士大学美术学院Omnium 研究中心正式成立了“设计吧” COLLABOR8 (C8)。“设计吧”是一个非盈利的网上设计教育项目,项目将持续八个星期。本项目的英文名COLLABOR8使用了中国文化里的吉祥数字8,中文名“吧”是英文“bar”的意思-在这里意为一群不同背景的人在同一处共同做设计项目。并且中文名字里的“吧”同英文名字COLLABOR8里的8发音相同。“设计吧”也可以被译成大家一起来设计吧。
设计吧目的
1. 向设计专业学生提出挑战,考验他们如何共同完成当代陶瓷、纺织品、实物和环境设计里的图式设计方案。提高对跨文化设计实践的重视性。
2. 澳大利亚和中国设计系学生在互联网上进行合作,一起创作环境友好型、可持续发展的跨文化平面设计作品。
3. 为澳中大学间网络艺术与设计合作打下基础。
4. 为中澳设计专业学生提供机会合作进行平面设计,这也顺应了设计行业里日渐风行的全球化团队合作的潮流。
5. 激发跨文化设计工作的新方式。
6. 为陶艺、纺织品、实物和环境设计提供平面设计解决方案。
7. 成为一个案例,用来研究文化背景对网上学习效果的影响。不同文化背景的学生在选择设计媒介时会有不同的文化倾向,研究这些区别可以了解文化背景的影响。
8. 帮助了解在不同的文化中,哪些媒介对提高学生对教材的理解更有效。
9. 为设计网上跨文化课程内容提出建设性意见。
10. 帮助澳中研究小组进一步研究设计教育领域里的网上合作和网上教学。
11. 发掘设计教育和设计产业之间潜在的合作机会。
必要性
1.在文化和艺术产业里,设计师之间越来越多地采用网上合作的方式创作作品。工作流程全球化要求设计师更多地同来自不同文化背景的同行合作。这其中有这么几个问题值得我们思考:来自东西半球的设计教育家、学生和设计师能否通过互联网为跨文化的设计作品形成有效的沟通?我们是否真能有效地进行设计合作,而无需面对面的交流?
2. 作品的可持续发展性意味着设计者的环保意识、社会道德意识在设计过程中有更重要的意义。在这些领域,“设计吧”项目将为学生提供大量重要的实践经验。
3. 一个基于互联网,全球性的、跨学科的合作设计模式正在迅速成形。在传统设计教育中,学生在课堂上学到的东西和他们以后工作实践需要的专业技能之间有着巨大的空白。
操作方式
1.从澳大利亚和中国来的学生们会同项目负责人、指导老师、以及外国嘉宾们在网上一起进行这个为期八周的教学项目。参加的同学会定期得到澳大利亚和中国的同伴们、老师们和经验丰富的设计师们的反馈意见,互联网是他们的唯一交流工具。
2. 设计吧项目由网上讲座、讨论和论坛组成。学生们可以在网上讨论自己的设计方案。学生将会以小组的形式完成任务。学生们应该努力找到一种新的工作方式,可以在网络上尊重各自的文化,接受和其他小组成员身在异处的挑战,共同完成设计方案。
适合人群
设计专业学生,侧重平面设计及其一系列应用。任何在澳大利亚或中国的设计院校就读的学生(专业属于视觉传达领域,例如平面设计、数字媒体艺术,摄影、插图等)都可以申请参加。对学生的年级没有限制,从本科生到研究生阶段的学生都可申请参加。该项目主要使用英语,因此申请人需要具备一定程度的英语水平。
设计吧界面操作
申请者用自己的密码登陆,建立自己的个人首页。小组成员之间可以通过Sketchpad(几何画板),file sharing(文件共享),pin-up wall(贴照墙面)等功能进行交流合作。小组成员之间,以及与指导老师之间的交流可以通过如下方式:聊天室、留言板、讨论和反馈区。除此之外,网站还提供发布讲座、讨论会、通知、活动、各种有用链接和展示学生作品的功能和页面。成员之间可以彼此传输各种文件,如文本文件、声音文件、Shockwave或Quicktime视频。上传或交换作品时,只要从桌面选择文件并选择上传或展示在哪里即可。需要有一台能上网的电脑,各种图像编辑软件,如果有照相机和扫描仪更好。
时间:
报名截止时间:2008年4月中旬
项目开始时间:2008年4月28日
项目结束时间:2008年6月20日
如何报名
欢迎登陆设计吧网站http://creativewaves.omnium.net.au/c8(点击Apply)
应日本京都精华大学、韩国大庆大学的邀请,党委书记于茂阳教授率我校访问团一行五人,将于3月26日赴日本、韩国进行为期两周的学术访问。
访问期间,我校访问团将参加由国际设计艺术院校联盟和日本京都精华大学共同主办的国际研讨会,并将向国际设计艺术院校联盟执委会汇报将于7月在济南举办的联盟会议的筹备工作情况。
在日本期间,访问团还将访问东京造型大学和长冈造型大学。随后,访问团将赴韩国访问韩国大庆大学和庆云大学。
山东工艺美术学院代表团此次出国考察,旨在加强我校与以上各校在学术交流方面的合作,探讨新的合作模式,并为下一步合作搭建新的平台。
1. Provide the visa for examination
2.Provide the health certificate issued by public hospital in China
3.Sign with our university on Pledge Letter
4.Hand in tuition, accommodation fees, etc.
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