The Beijing News gold medal poster design team designed 38 posters for the 38 gold medal winners of the China Olympic delegation.
Behind the high-energy output is the efficient input of the design team and countless brainstorming.
Listen to me in this issue, we and the Beijing News
The design and production team of Olympic gold medal posters talk about gold medals together.
The story behind the poster.
Poster design: high
Wang Chunqiu:
Senior Editor, Sports News Department, Beijing News
High:
Art editor, Senior Layout Department of Beijing News
Gold medal poster gold medal team
host
That's right. If we just watch the game, we will enjoy relaxing, but after all, there is the task and pressure of news reporting, especially when winning the gold medal, the spirit is still highly nervous. It was a long time at first, but soon after. Now I feel completely relaxed.
Chunqiu Wang
I was busy yesterday. Finally, I put the whole 38 posters together and designed an entertaining poster for the Beijing News Olympic poster team according to the style of making Olympic gold medals posters before.
tall
There are 12 people in our team. There is also a hero behind the scenes, that is our supervisor Qiu Jin, although he didn't appear in the poster. At first, I had an idea to discuss with Toshi Utsumi that after the Olympic Games, we would stick all the posters together, and the visual effect would be quite shocking.
Chunqiu Wang
host
I remember the day of August 2 very deeply. I won five gold medals.
Yes, that day 15 minutes intensively produced three gold medals, weightlifting, rings and shooting. At that time, we all went into battle together. I really didn't expect it to be so dense.
Chunqiu Wang
In fact, we have all made some preparations, including anticipating that there may be only one or two gold medals a day, or 10 gold medals a day. Whenever there is a little possibility of winning gold, we must first make the poster and then send it out at the first time.
tall
At that time, our prediction was that China should win 35 to 40 gold medals. After hearing so much, Toshi Utsumi also said that he had a big task this time.
Chunqiu Wang
Color shock: the breakthrough of traditional gold medal posters
version
Type:
Concise
host
I have seen many posters of different media, and I think the posters of the Beijing News are particularly unique and have strong colors.
In fact, when I first discussed the first edition of the poster with Toshi Utsumi, it was quite routine. I felt that no matter how I designed it, the visual effect was not very prominent. At that time, I thought, what effect does the Olympic poster of the Beijing News want to achieve? What is the key message to tell you? In the end, we think that the poster of Beijing News winning gold in the Olympic Games should have four key elements: which gold? Who took it? What project? What achievement? There are other small elements, such as Olympic logo, competition date, Beijing News logo and promotion QR code.
Chunqiu Wang
host
So we actually want to emphasize the nature of its short message, that is, which gold did China take?
In fact, this is also considered from the perspective of readers. On the one hand, in today's increasingly high national pride, we also want to accurately hit the audience's psychology through posters, which is actually the number of gold medals. On the other hand, who won the gold medal. Apart from these two points, other aspects are relatively unimportant.
So try to remove some unnecessary elements and maximize the functionality of the poster-presenting gold in the simplest state.
tall
Color:
strong
host
Do you think this idea is too much trouble for yourself now?
It's really difficult to choose a color. Maybe everyone looks at the poster in the same color, but in fact, we have to try many colors in the production process. For example, diving, blue is a more suitable color, but blue and blue are different. How to adjust the saturation and lightness of this blue requires many attempts.
tall
Then the number of gold medals. First, you have to match the colors of the project, and then you have to consider the posters made by each gold medal in one day. Colors cannot be repeated.
Chunqiu Wang
host
It's a headache, isn't it
Things that require brains. In the choice of color, we think from the perspective of color training, what kind of color can bring people the greatest emotional fluctuations, thus releasing more pride in China sports.
Therefore, our color selection is divorced from the traditional China color scheme, and many more radical, modern and sporty colors are used. Because this time it is mainly distributed on the new media platform, it gives people a very strong and detached feeling to boldly use RGB tones without considering the printing color.
tall
Picture:
shock
host
Will Mr. Wang give advice to the poster here?
I will still express my opinion. Toshi Utsumi is definitely an expert in color matching, and we trust him very much. We mainly look at which diagram to use.
I remember there was a picture of weightlifting. Toshi Utsumi wanted a photo with a barbell next to it, but we found that there was an expression of athletes cheering and celebrating, which was more impactful. Later, after discussion, we thought it might be better to take such imposing photos. Design teams often have such discussions.
Another time, I was deeply impressed by the picture of Malone's gold medal poster. The picture I was looking for at that time was the picture of Malone serving the topspin. It was originally a horizontal picture. Later, I put the picture right, because Malone called the Dragon Team, and I felt that the dragon looked up and saw the gold medal. At that time, I gave this painting to Toshi Utsumi, and he saw it at a glance.
Chunqiu Wang
Values:
Gold medal posters are not just "gold medal theory"
Editor-in-Chief of Sports News Department:
In the men's 100 meter semi-final, Su advanced to the final in 9.83 seconds, becoming the first China person to stand on the track of the men's 100 meter final in the Olympic Games. We broke away from convention and made a poster for this player who is not a champion. The copy was written by a Chinese superman, in which Sue enlarged it.
Sincere cooperation: behind-the-scenes fun under the pressure of aging
host
Is the timeliness of production the most important reason for this task?
Chunqiu Wang
host
Fear, fear.
Chunqiu Wang
host
Do the two teachers think the behind-the-scenes story of the gold medal poster is particularly worth sharing?
There are many times when we are in a hurry, for example, some unpopular projects will suddenly surprise us and exceed expectations. For example, in windsurfing, Lu Yunxiu is more complicated than several rounds. She just won a 25th place in the third round, which generally seems hopeless. But the rule is that the worst score can be cancelled, and after the final total score came out, she actually won the first place. We soon called Toshi Utsumi who was resting at home.
Chunqiu Wang
host
You weren't at work?
Yes, at home. It is impossible to stare at the unit forever, and a lot of work is done at home.
tall
However, although we were very nervous at that time, we were still very happy. China may also win gold in such a weak project.
Chunqiu Wang
host
Do you think this cooperation is pleasant? Is there a time when people disagree and need to compromise?
Without compromise, there are some objective factors that we cannot do. For example, the front line can't send back the right pictures.
tall
Yes, to tell the truth, there are some unpopular players with few pictures. Three galleries have been painting, just one or two. Sometimes we have to choose passively. But we have a bottom. Toshi Utsumi is the chief designer, and he will do his best to turn it into the best color system with the gold medal winner.
Chunqiu Wang
Everyone has a lot of experience, and the degree of persistence in this matter is obvious. So it's not so much that we will have conflicts, but that we actually help each other. If there is something unsatisfactory, I will try my best to supplement it. If I don't do well here, Chunqiu will help me find a supplement on the selection map.
tall
That's right. If we don't choose a particularly suitable map here, we will still have a bottom in our hearts, because in the end, Toshi Utsumi will come to give us the bottom, and we will be more practical in our hearts, because we have done enough work in the early stage and formed a tacit understanding in our usual exchanges, so we can trust each other and don't need to say too much.
Chunqiu Wang
Poster product: a new form of content communication
host
What are the advantages of posters?
In fact, what I want is to conquer the world by "Yan" I just want to achieve the effect that "people are looking for him thousands of times, but that person is in dim light", and vision must have an impact.
Chunqiu Wang
Posters gather many elements at one point, and then summarize many elements through this point, so readers will be encouraged to spread themselves.
tall
host
Compared with a few tens of short messages, posters can convey information more quickly and directly.
tall
host
So what's the difference between it and news pictures? News pictures can also convey information.
News picture information is relatively simple, because there is a copy on the poster, and then we have our own subjective treatment of the picture. So posters can convey more accurately and quickly than news pictures.
Looking back at the history of posters for more than 200 years,
Its function is firstly to stimulate, secondly to convey and thirdly to impress.
Posters are more in line with readers' demand for information understanding in the era of information explosion, and posters have gradually become a content product from a propaganda material.
tall
host
As a content product, how can a poster be considered a good poster?
In fact, the thinking mode used by many media in making visual material products is still a relatively traditional thinking mode of words. The so-called mapping is basically a code word on the map, and a lot of information is still conveyed in words. But in fact, in this era, we all feel this way. For example, when we watch Tik Tok or friends circle, we can't watch something for more than two seconds. If it doesn't attract me, it will "slip away" quickly. So we make posters to convey information as succinctly, accurately and quickly as possible.
For example, like this epidemic poster, Beijing may be cleared today. From the reader's point of view, the poster only needs to convey the message of "clearing the scene in Beijing". If you want to know more, you can search for a more detailed report.
tall
host
Will there be different requirements for editing "online posters" and newspaper pages?
Newspapers have too many things to manage, and pictures are just one element of the whole page. But the new media, the screen is so big, this picture actually occupies the whole picture, so the attention can be completely focused on the composition of this picture.
Chunqiu Wang
Winter Olympics: The Poster Team's Next Plan
host
The task of this Tokyo Olympic Games has been completed. Any plans for the next step?
The Winter Olympics is very near, and we will definitely make posters. And we dare say that it will not be worse than Tokyo, but only better. At this point, we are confident.
Chunqiu Wang
tall
host
Posters may have been hand-painted by people 200 years ago, and then made by computers in recent decades. With the development of technology in the future, there will be other possibilities. For example, there are some posters now, which are not two-dimensional static pictures, but dynamic pictures.
tall
host
Looking back on the past 17 days, the athletes struggled hard on the field, and we felt nervous and full in the rear. The Olympic poster is finally finished, and the effect is good. In terms of communication, relying on colleagues' likes, all of them were forwarded at the first time, including some famous athletes, which made the spread of posters achieve better results. This is also a kind of motivation. I will do better when I make posters in the next competition, and I will not continue the style of Tokyo Olympic Games. We will definitely change the way and innovate again.
Chunqiu Wang
In doing so, newspapers give us great freedom and tolerance, and let us really design products from a visual way of thinking. I think this is unprecedented. I also believe that this kind of freedom will be more and more in the future, and we can design more and better products. The gold medal poster of Tokyo Olympic Games is different from the traditional poster. The most important thing is that we respect the aesthetic way and reading way of this era more and more, and also respect the professionalism of colleagues in various departments, and have excellent leaders to control the whole direction. So it is an inevitable result that we have good products.
tall