2022年北京冬奥会吉祥物“冰墩墩”设计历程

Design Process of Bing Dwen Dwen, the Mascot of Beijing 2022 Winter Olympics

中文关键词: 冰墩墩  北京冬奥会  顶流IP  设计历程

英文关键词: Bing Dwen Dwen  Beijing 2022 Winter Olympics  world-renowned intellectual property  design process

中文摘要:

      目的 以创作亲历者的视角透视和阐释“冰墩墩”这一新时代“讲好中国故事，做好国际传播”的典型案例。 方法 以事中参与者与事后旁观者2个角度对“冰墩墩”从创作到传播再到影响的全过程进行综述，并对其成功背后的原因展开讨论。结论 “冰墩墩”作为一个被市场证明的成功设计，向全球公众充分展示了“和平、温暖、可爱”的中国文化形象，其背后的经验或能为往后的相关案例带来启示。

英文摘要:

      This paper penetrates and interprets the case of Bing Dwen Dwen, typical case of "doing well in international communication and telling stories of China" during this era. A review of the entire process of the creation, spread and influence of this image will be conducted in a integrated and deep way from the perspective of participant and bystander. The design experience is worth more discussion and summarizing:Bing Dwen Dwen fully expresses a "peaceful, warm and adorable" Chinese cultural image to the global audience as a successful design proved by the market.