宁波松兰山旅游度假区数智标识系统 | 迎亚运，随风扬起国际的帆

宁波松兰山旅游度假区，东海边璀璨的明珠，随着“国内领先，亚洲一流，世界知名”的亚帆中心的落址，不仅让加速迈向国家级度假区的松兰山奋楫亚运，也以“海洋+运动”的引擎扬帆国际。

Ningbo Songlan Mountain Tourist Resort is a bright pearl beside the East China Sea, with the Sailing Centre which is “leading in China, first-class in Asia and famous in the world”. Songlan Mountain is accelerating the construction of the national tourist resort to promote the Asian Games, and sets sail to the world with the engine of “sea + sports”.

标识设计围绕“乐活松兰山、最美海岸线”的发展定位，以“国际范 海湾风 年轻态”为核心理念，通过富涵人文情愫与关怀的创作，向五湖四海的游客发出明亮、开放的邀请，随时与内心的向往重逢，开启理想的度假生活。

The signage design is centered on the development orientation of “Vigorous Songlan Mountain and The Most Beautiful Coastline”, follows the core concept of “international style, bay amorous feelings, humanistic fashion and young trend”, and depends on the works with rich humanistic feelings and care to send out a bright and open invitation to tourists from all over the world, so that they can reunite with the inner yearning at any time and start the ideal holiday life.

01 国际风范

International style

作为杭州亚运会唯一涉及海域建设的比赛场馆，亚帆中心半山半海，在云烟缭绕下宛若仙境，正静静等待亚运盛会的到来。设计从建筑艺术与度假生活中汲取灵感，借鉴沙滩的地域语言归置意象，以“时代之帆”作为场地精神所在，缔结松兰山的亚运情结，构建起一个帆海互生、景随帆行的场域，牵引空间的流动。

As the only competition venue for Hangzhou Asian Games that involves the construction of sea area, the Sailing Centre has a half on the mountain and a half in the sea. Covered with the cloud and mist, it is just like a fairyland, quietly waiting for the arrival of the Asian Games. The design is inspired by architectural art and holiday life, draws on the regional language attribution image, and takes the “sail of the times” as the spirit of the venue, to create the Asian Games emotion of Songlan Mountain, build a field where the sail coexists with the sea and the scenery moves along with the sail, and boost the flow of space.

耸立向上巧似“扬帆远航”的精神堡垒，以海浪为依托，采用抽象而强烈的设计表达， 一层层顺势筑起节奏变化、竞逐演进的形态，配合如同巨轮的造型，衬上中外文波光透影的 字迹，成为了度假区的象征符号和视觉焦点。整个场地即刻化为了无形的海洋，也让游人从 出发点就带上休闲的度假气息，一路驰骋在了风景里。

The spiritual fortress, which stands up like "sailing for a long voyage", relies on the waves, adopts abstract and strong design expression, builds a rhythm change and competitive evolution pattern layer by layer, matches with the shape of a huge ship, and is lined with transparent handwriting in Chinese and foreign languages, which becomes the symbol and visual focus of the resort. The whole site immediately turned into an invisible ocean, which also allowed visitors to take a relaxing holiday atmosphere from the starting point and gallop all the way in the scenery.

感性手法打破理性的硬朗，以立体界面与丰富层次描摹松兰山意境，巧妙留白与呼吸空隙，让单元既被高度凝聚，又在统一中释放出非凡活力，为不同方向带来截面的律动。整体勾勒成山型，既点缀度假区名，也展示出松兰山扬帆山海的澎湃气势，并开始展开有序的引导。

The perceptual technique breaks the rigidity of rationality, and depicts the artistic conception of Songlan Mountain with the 3D interface and rich layers. Exquisite blank and breathing space allow the unit to be highly cohesive and release extraordinary vitality in unity, bringing the rhythm to the cross-section in different directions. The overall outline of the mountain shape embellishes the name of the resort, shows the surging momentum of Songlan Mountain that sets sail, and starts to launch the orderly guidance.

02 海湾风情

Bay amorous feelings

从所在城市象山“万象山海、千年渔乡、百里银滩、十分海鲜和一曲渔光”凝炼而成的五线谱品牌标志中，提取衍生图案加以应用，线条的起伏节奏，成为感官上美妙的过渡，寄寓松兰山与象山共谱新乐章，沿传未来可期、无限发展的美好寓意。

In the stave brand signage based on “Wanxiangshanhai, Thousand-year Fishery Hometown, Hundred-li Silver Beach, Shifen Seafood and Yiquyuguang” in Xiangshan where the project is located, the derived patterns are extracted and applied, and the undulating rhythm of lines becomes the wonderful sensory transition. This implies that Songlan Mountain and Xiangshan jointly create the new movement, and conveys the good meaning of bright future and unlimited development.

以海天蓝作为最具象征性的色彩体现，使人感受天空、海洋的辽阔。连同云帆白，构成色彩系统，静谧、空灵、唯美，最接近艺术本真，既统合蓝色，又彰显蓝色的表现力。

With the sea & sky blue as the most symbolic color, it makes people feel the vastness of the sky and sea. The white of the sail is used to constitute the color system, which is quiet, ethereal and beautiful. This is the closest to the true nature of art, integrates blue and highlights the expressive power of blue.

当“北纬30度最美海岸线”披上亚运妆，标识之美显露精神的维度，构筑起形而上的氛围，给予观者想象空间，生动自由而包容无限可能。

When the most beautiful coastline at 30° north latitude is covered with the charm of the Asian Games, the beauty of the signage reveals the spiritual dimension, builds the metaphysical atmosphere, and gives the visitors the space for imagination, which is vivid, free and inclusive of infinite possibilities.

03 人文风尚

Humanistic fashion

让人情有独钟的大海，总能赋予游客别具一格的情感体验，呼唤人类与自然之间最原始本真的感动。将大海的流动转化为流畅舒展的曲线，乘借体态轻盈、富涵艺术张力的质地识物，充满动态感和方向感韵味的入口空间由此而生。

The sea that is favored by people can always give tourists the unique emotional experience to call the most primitive and authentic touch between human beings and nature. The flow of the sea is transformed into a smooth and stretched curve. The entrance space full of dynamic and directional charm is generated by taking advantage of the lightness of the body and the texture of the artistic tension.

摒弃几何形态的冰冷感，设计选择更为舒适、安全也更符合人体工程学的圆角和弧度的柔和形态。在视觉、触觉以及心理层面，渗透情感化和体贴入微的人本思想。

Abandoning the cold feeling of geometrical morphology, the design selects the soft shapes with round corners and radians that are more comfortable, safer and more ergonomic. The emotional and considerate humanistic thinking is permeated at the visual, tactile and psychological levels.

亲近自然，融于自然，标识正是让人们去感受自然的媒介。与整体氛围巧妙而和谐的搭配，使自然、文化、人三个维度相互融合和衬托。

The signage is close to nature, integrated with nature. It is the medium for people to feel the nature. The ingenious and harmonious combination with the overall atmosphere promotes the integration among the three dimensions of nature, culture and human beings, to set off each other.

松兰山拥有大量的水域，玲珑生动的温馨提示牌上安装了自动化提醒的数智播音盒。一旦游人靠近危险区域，预警播音会第一时间有效阻止，以安全防线，筑起人文关怀的风景线。

Songlan Mountain has a large water area. The digital & intelligent broadcasting boxes for automatic reminders are installed on the exquisite and vivid signs of warm tips. Once someone approaches the dangerous area, the early warning broadcast can effectively stop such behavior as soon as possible, to create the safety line and build the scenery line of humanistic care.

04 年轻风潮

Young trend

采用契合当下年轻人气质的视觉美学，延展空间予人的记忆点。明快的色彩与灵动的布局结合，实现空间静谧开放的自然衔接，也让游人在行进中感受有节奏的呼吸，不断以新的角度偶遇。

The visual aesthetics fitting the temperament of the current young people is adopted to extend the memory points of people granted by space. The combination of bright color and flexible layout realizes the natural connection of serene and open space, so that tourists can experience the rhythmical breathing during walking and constantly meet from a new angle.

松兰山是人们的度假胜地，由此特别设计出专属海边的骑行驿站和景观式座椅，不仅有丰富的旅游、体育元素，更不乏创新因子。活力引领运动休闲风潮，成为“打卡”拍照的新据点。

Songlan Mountain is a holiday resort for people, so the exclusive seaside cycling stations and landscape seats are specially designed, which involves abundant tourism and sports elements, as well as innovative factors. This vigorously leads the trend of sports and leisure, becoming a new popular destination for tourists to take photos.

项目以国际现代、简洁生态、科技感、标志性的创新表现，基于时代的精神，意趣叠生地丰富情境体验，营造出自然精致的度假生活艺术标识。与亚运共风采，迎面而来松兰山的最美海风，也让游人成为此间最美的风。

Based on the spirit of the times, the project expresses the international modernity, concise ecology, sense of technology, and iconic innovation, to enrich the situational experience and create the natural & exquisite holiday life art signage. Songlan Mountain shares the elegant demeanor with the Asian Games, and the most beautiful sea breeze caresses the cheeks, so that tourists become the most wonderful scenery here.

项目名称 | 宁波松兰山旅游度假区

Project Name | Ningbo Songlan Mountain Tourist Resort

项目地点 | 浙江 · 宁波

Project Location | Zhejiang · Ningbo

项目类型 | 度假区

Project Type | Resort

服务内容 | 导示标识系统设计及实施

Service Content | Guide Signage System Design and Implementation