丝绸之路风情城——旅行+主题乐园品牌形象设计国际竞赛

丝绸之路风情城——旅行+主题乐园
Scenic City on the Silk Road--Travel + Theme Park
品牌形象设计国际竞赛公告
Announcement on International Competition of Brand Image Design
 
一、组织机构

I. Organizer

主办：陕西旅游集团有限公司
Sponsored by: Shaanxi Travel Group Co., Ltd.
承办：西咸新区丝路文化旅游发展有限公司
Undertaken by: Xixian New Area Silk Road Culture Tourism Development Co., Ltd.
支持：华商报华商网
Supported by: Hua Shang Daily and www.hsw.cn
二、大赛主题

II. Theme of the competition

“丝绸之路风情城——旅行+主题乐园Travel + Theme Park”品牌形象设计国际竞赛
International Competition of Brand Image Design of "Scenic City on the Silk Road--Travel + Theme Park"
三、大赛主旨

III. Purpose of the competition

旨在通过开展全球范围内的项目标识系统设计竞赛活动，通过活动前后期的多渠道、广范围的宣传，提升全球范围对丝路文化的关注，从而将项目品牌内涵深入推广。
It is targeted to raise the world's attention to the Silk Road culture and achieve further promotion of the connotation of the project brand through the design competition of the project identification system around the world and multi-channel and extensive advertisement.



四、大赛背景

IV. Background of the competition

1. 公司简介
1. Company profile
西咸新区丝路文化旅游发展有限公司是由陕旅集团与沣西新城2015年5月合资成立，注册资本金10亿元，陕旅集团占股66%，沣西新城投资公司占股34%，主要承担丝绸之路风情城项目开发建设工作，承载着陕西旅游集团践行“一带一路”国家战略的重要历史使命，肩负着实现陕西旅游集团“王”字型文化旅游产业布局关中板块做大做强的宏伟发展目标。
Founded in May 2015, Xixian New Area Silk Road Culture Tourism Development Co., Ltd. has registered capital of RMB 1 billion, 66% and 34% of which are contributed by Shaanxi Travel Group and Fengxi New City respectively. The company is mainly specialized in development and construction of the Scenic City on the Silk Road, takes on the important historical mission of carrying out "The Belt and Road" national policy by Shaanxi Travel Group and shoulders the grand development target of making the sector of "king-shaped (王in Chinese)" cultural tourism industry layout of Shaanxi Travel Group in Central Shaanxi Plain bigger and stronger.
2. 项目简介
2. Project profile
旅行+主题乐园“Travel + Theme Park”（原丝路风情园）是陕西省三十二个重大文化项目之一的“丝绸之路风情城”核心项目，位于咸阳市区南部，沣西新城内，距周边大型交通中心均在一小时车程内。项目占地548亩，北临天元路，南接红光路，西靠兴科，东接沣渭大道。
As the core project of "Scenic City on the Silk Road", one of the 32 major culture projects in Shaanxi, Travel + Theme Park is located in southern Xianyang and in Fengxi New City and is one-hour's drive away from large traffic centers around. Covering an area of 548mu, the project is adjacent to Tianyuan Road in the north, Hongguang Road in the south, Xingke in the west and Fengwei Avenue in the east.
项目基于“一带一路”的伟大战略及汉文化深度挖掘的重要意义，依托区位优势，旨在建成一个以丝路发源为始端，汇聚陆上和海上丝路中的重要节点，以多样化的建筑风格、色彩斑斓、装饰性强的地域景观及丰富多变的主题项目为特色，融入高科技手段，打造 “旅游演艺、影视主题、中国古代童话园、互动体验家庭游”四位一体、别具一格的旅游项目，填补陕西乃至整个西北地区游乐园区相对匮乏的深壑。
Based on the grand strategy of "The Belt and Road" and the great significance of Chinese culture tapped, efforts will be made, relying on the superior regional advantages, to develop a unique travel project by taking the origin of the Silk Road as the starting point, gathering important nodes along the Continental Silk Road and Maritime Silk Road, employing diversified architectural styles and gorgeous and magnificent regional landscapes as well as abundant themes, and also integrating "tourism performing art, film and television themes, China's ancient fairy gardens and interactive experience family travel" so as to increase the number of scarce amusements parks in Shaanxi and even in the northwest China.
项目巧妙地通过水陆相合的空间构造手法，打造东亚·梦回东方、中亚·探秘楼兰、西亚·童话世界、欧洲·奇幻森林、印度·激情畅想、入口服务区等六个主题游乐区，设置玄奘塔、穿越火焰山、醉美长安城等30余个特色游乐项目。同时以《马可波罗东方之行》等大型系列实景演出为核心项目，打造全国首家文化演艺主题乐园、丝绸之路文化潮流体验中心。共设置“全家总动员”、“宝贝亲子游”“青春激情游”“浪漫情侣游”、四条主题游线。
In ingenious land-water combined spatial structure construction techniques, six theme recreation areas, including East Asia-A Dream to the Orient, Central Asia-A Mysterious Journey to Loulan, West Asia-Fairy Tale World, Europe-The Jungle Book, India-Great Imagination and Entrance Service Area, will be created. Moreover, more than 30 characteristic amusement projects will be developed, such as Xuanzang Tower, Travel to the Mountain of Flames and Beautiful Chang'an City. At the same time, taking such large series live-action performances as The Travels of Marco Polo to the East as the core project, efforts will be made to create China's first cultural performance theme park and culture experience center of the Silk Road. The four theme tour lines to be rendered include "Family Mobilization", "Parent-Children Tour", "Youth Tour" and "Romance Tour".
预计项目总投资将达到30亿元，2017年11月将全面启动，预计2019年6月开园。
The project is expected to have RMB 3 billion of investment, fully commenced in November 2017 and put into service in June 2019.
项目建成后将会带来提供大量就业机会，对于城市休闲功能完善、大西安新中心城市建设有着强大的推动作用。同时也将全面展现西安作为丝绸之路起点的文化内涵和优势，促进西安乃至陕西省旅游产业的优化发展。
After the completion of the project, a great amount of job opportunities will be created and powerful driving force generated for the improvement of urban leisure functions and construction of new key city of grand Xi'an. Meanwhile, the cultural connotation and superiorities of Xi'an as the starting point of the Silk Road will be fully demonstrated so as to facilitate the optimized development of the tourism industry of Xi'an and even Shaanxi Province.

五、参赛对象
V. Participating objects

凡从事设计行业或者相关产品的设计师丶院校师生丶企业设计人员或者设计爱好者等均可参加。
The competition is open to designers engaged in the design field of or the relevant products, teachers and students from colleges and universities, enterprises' designers and design amateurs.

六、作品要求
VI. Requirements for works

（一）项目名称
(I) Project name
项目英文名“Travel + Theme Park”+标识图形（中文名不做体现）
English name "Travel + Theme Park"+mlabel graphics (Chinese name is not required)
（二）设计内容
(II) Design contents
1、项目标志及标志创意说明
1. Project label and creative description of the label
2、参赛者提供不少于2套设计方案
2. The participants are required to provide at least two sets of design schemes.
（三）设计要求
(III) Design requirements
1. 旅行+主题乐园“Travel + Theme Park”作为“丝绸之路风情城”项目下属主题公园板块，在标志的设计上，要求既能体现项目独立性以及自身特色，又能体现项目作为单独板块与主体项目之间的紧密关联；
1. The Travel + Theme Park is a theme park under the project of "Scenic City on the Silk Road". The label of the project is required to represent the independence and features of the project and also embody the close correlation between the project and the main project.
2. 本着以人为本的设计理念，充分反映创新、文化和艺术性强的设计原则；
2. Following the people-oriented design ideology, the design principle of innovation, culture and art should be fully reflected.
3. 具备唯一性、创造性，有独特的创意，易懂、易记、易识别；
3. In addition, all works are required to be creative, unique, understandable, readable, catchy and identifiable.
4. 参赛作品须参赛者原创，无仿冒、无侵害他人知识产权，未曾公开发表或参加其他比赛。
4. Participating works must be original ones of the participants without counterfeit and infringement to other's intellectual properties, have not been released and exposed in other competitions.
5. 作品图形电子稿分辨率不低于300dpi(像素英寸)，JPG或者TIF格式，并提供矢量图（AI或CDR格式文件）。
5. The resolution of the electronic copy of the works shall not be inferior to 300dpi(pixels per inch) and in JPG or TIF format and vector diagram should also be rendered (in AI or CDR format). 

七、奖项设置
VII. Awards setting

全场大奖一名：奖金三万元+旅游套票大礼包；；
One grand prix: RMB 30,000 bonus+ gift pack of tourism tickets
最佳文化特色奖一名：奖金一万元+旅游套票大礼包；
One best characteristic culture award: RMB 10,000 bonus+ gift pack of tourism tickets
最佳创意设计奖一名：奖金五千元+旅游套票大礼包；
One best creative design award: RMB 5,000 bonus+gift pack of tourism tickets
最佳参与奖五名：获奖证书+旅游套票大礼包
Five participating awards: honor certificate+gift pack of tourism tickets;
同时颁发获奖证书和奖牌。
Honor certificate and medal will be awarded at the same time.

八、征稿时间
VIII. Time for submission

•征稿时间：2017年6月21日-2017年7月5日
•Time for submission: from June 21, 2017 to July 5, 2017
•大赛邮箱：siluwenlvgongsi@163.com
•E-mail for submission: siluwenlvgongsi@163.com
邮寄地址：西咸新区沣西新城管委会总部经济园九号楼七层
Mailing address: F7, No.9 Builing, Economic Park, Head Office of Administration Committee, Fengxi New City of Xixian New Area
联系电话：029-38020822、15809223069
Tel.: 029-38020822,15809223069

九、评审标准
IX. Review criteria

1.文化特色
1. Cultural characteristics
•体现项目特色，具有丝绸之路的文化内涵；
•Embody project characteristics with cultural connotation of the Silk Road;
2.创意设计
2. Creative design
•设计具有创新性和独特性；
•The design is creative and unique;
•符合现代流行趋势；
•Conform to the modern fashion trend;
•在风格、颜色搭配等元素上是否具有创意；
•Be creative in such elements as style and color assortment;
3.商业价值
3. Commercial value
•是否具有市场潜在力；
•Have market potential;

十、评审会
X. Review committee

1.时间：2017年7月6日-2017年7月11日
1. Date: from July 6, 2017 to July 11, 2017
2.地点：西安唐乐宫
2. Address: Tang Dynasty Xi'an
3.活动形式：PPT讲解
3. Event form: PPT presentation
4.由相关专家成立评审委员会，对参赛作品进行评审，并对社会公布。
4. The review committee will be composed of relevant experts to review the participating works and make public the result.

十一、参赛声明
XI. Statement

1.大赛组委会对所有参赛作品拥有展示、出版和宣传的权利。其他任何单位和个人不得将本次大赛的获奖作品的设计方案进行宣传、出版、展览等，并不得向第三方转让，否则，组委会追究其法律责任。对于获奖作品，参赛者不能再次参加其他展览、比赛等活动，否则大赛组委会将追究其法律责任。
1. The organization committee of the competition reserves the exhibition, publication and advertising rights of all participating works. Any other units and individuals shall not advertise, publish and display the design scheme of the award-winning works of the competition and not transfer such to any other third party, or else those in question shall be held accountable therefor by the organization committee. The participants shall not use the award-winning works in any other exhibition and competition, or else those in question shall be held accountable therefor by the organization committee.
2.本次竞赛第一名获得者，西咸新区丝路文化旅游发展有限公司将与其签订旅游+主题乐园VI设计合同。
2. Xixian New Area Silk Road Culture Tourism Development Co., Ltd. will sign a VI design contract on the Travel + Theme Park with the one winning the first prize in this competition.
3.参赛作品要求原创，如因抄袭和剽窃他人作品、窃取商业机密而发生知识产权或版权纠纷等均由参赛者自行承担责任，对此大赛组委会有权取消其参赛资格并索回相关奖项。
3. The participating works shall be original. In case of disputes over intellectual properties and copyrights incurred by plagiarizing other's works and stealing trade secrets, the participants shall assume the liability therefor on his own and the organization committee shall be entitled to cancel the eligibility thereof and reclaim the relevant awards.
 
西咸新区丝路文化旅游发展有限公司
Xixian New Area Silk Road Culture Tourism Development Co., Ltd.
2017年6月21日
June 21, 2017