年度 Year: 2025
类别 Tags: 界面设计 UI ; 视觉形象 VI ; 字体编排 Typography ; 三维设计 3D Art ; 插画设计 Illustration
类别 Tags: 界面设计 UI ; 视觉形象 VI ; 字体编排 Typography ; 三维设计 3D Art ; 插画设计 Illustration
Based on the traditional astronomical culture of ancient China and combined with the old visual identity of the Wearewer, create a cross-media visual identity with W(ild)DOG and W(ild)ISLAND as the core brand concepts to update the old visual identity. Design a W(ild)DOG IP based on the newly created 2025 W(ild) Culture Universe, as well as twelve departmental W(ild)DOG IP corresponding to the twelve stars. Design and produce concept short videos in sequence, and finally gather them into the 2025 W(ild)CU webpage.
湖北省随县战国曾侯乙墓中，发现了我国和世界上现存最早的一张具有二十八宿名称的天文图，而后也发现了历代多种星图，记载传承着古代天文学的发展。古代天文主要有七政五纬、三垣、十二星次四象二十八宿等天文基本概念。古人把日月和金木水火土称七政，也叫七曜，其中金木水火土合起来又称五纬。
三垣四象二十八宿则是古代对星空的分区。三垣即紫微垣、太微垣、天市垣。古人在黄河流域的北天上空，以北极星为标准，集合周围其它各星，合为一区，名曰紫微垣。在紫微垣外，在星张翼轸以北的星区是太微垣；在房心箕斗以北的星区是天市垣。紫微垣相当于天上的紫禁城，是天帝生活的地方；太微就是朝廷之意，是天帝问政处理政务的场所；天市则是天上的市集、综合贸易市场。
十二星次是古代为了量度日、月、行星的位置和运动，把黄道带分成十二个部分，叫做 「十二星次」 。简称 「十二次」 ，或径称 「星次」 ，每个星次对应的区域包含着二到三个星宿，且有若干星官作标志。十二次初见于《左传》、《国语》、《尔雅》等书，主要用于记木星的位置。汉以后定型。据《汉书·律历志》记载，十二星次的名称是：星纪、玄枵、娵訾、降娄、大梁、实沈、鹑首、鹑火、鹑尾、寿星、大火、析木。
星宿是邻近若干星的集合。古人把比较靠近的几颗恒星联系起来称为星宿，东西南北各有七宿，每七宿想象成一种动物，称为二十八宿，二十八宿对应东西南北四个方位，各称四象。东方苍龙：角亢氐房心尾箕，北方玄武：斗牛女虚危室壁，西方白虎：奎娄胃昴毕觜参，南方朱雀：井鬼柳星张翼轸。
The earliest astronomical chart in China and the world containing the names of the Twenty-Eight Lunar Mansions (二十八宿) was discovered in the tomb of Marquis Yi of Zeng from the Warring States period in Suixian County, Hubei Province. Later, various star maps from successive dynasties were also unearthed, documenting the development of ancient astronomy. Key concepts in ancient Chinese astronomy include the "Seven Luminaries and Five Planets" (七政五纬), "Three Enclosures" (三垣), "Twelve Celestial Zones" (十二星次), and the "Four Symbols with Twenty-Eight Lunar Mansions" (四象二十八宿). The sun, moon, and the five planets (Venus, Jupiter, Mercury, Mars, and Saturn) were collectively called the "Seven Luminaries" (七曜), with the five planets also referred to as the "Five Celestial Paths" (五纬).
The "Three Enclosures, Four Symbols, and Twenty-Eight Lunar Mansions" system divided the night sky into distinct regions. The Three Enclosures include:
1. Purple Forbidden Enclosure (紫微垣): Centered around Polaris in the northern sky, symbolizing the celestial imperial palace where the Heavenly Emperor resided.
2. Supreme Palace Enclosure (太微垣): Located south of the Purple Forbidden Enclosure, representing the celestial court for governance.
3. Heavenly Market Enclosure (天市垣): Positioned east of the Purple Forbidden Enclosure, envisioned as a cosmic marketplace.
The Twelve Celestial Zones (十二星次) divided the ecliptic into twelve segments to track planetary movements, first recorded in texts like *Zuo Zhuan* and *Guoyu*. Standardized during the Han Dynasty, their names as listed in the *Book of Han* are: Star纪 (Xīngjì), Mysterious空 (Xuánxiāo), 娵訾 (Jūzī), 降娄 (Jiànglóu), 大梁 (Dàliáng), 实沈 (Shíchén), 鹑首 (Chúnshǒu), 鹑火 (Chúnhuǒ), 鹑尾 (Chúnwěi), 寿星 (Shòuxīng), 大火 (Dàhuǒ), and 析木 (Xīmù). Each zone corresponds to 2-3 lunar mansions.
The Twenty-Eight Lunar Mansions are clusters of stars grouped into four celestial quadrants, each symbolized by a mythological creature: Azure Dragon of the East (东方苍龙): Horn (角), Neck (亢), Root (氐), Room (房), Heart (心), Tail (尾), Winnowing Basket (箕); Black Tortoise of the North (北方玄武): Dipper (斗), Ox (牛), Maiden (女), Emptiness (虚), Rooftop (危), Encampment (室), Wall (壁); White Tiger of the West (西方白虎): Legs (奎), Bond (娄), Stomach (胃), Hairy Head (昴), Net (毕), Turtle Beak (觜), Three Stars (参); Vermilion Bird of the South (南方朱雀): Well (井), Ghost (鬼), Willow (柳), Star (星), Extended Net (张), Wings (翼), Chariot (轸); This system integrated celestial observation with cultural symbolism, reflecting ancient China's cosmic worldview.
天文仪又称天体仪，古称 「浑象」 ，是我国古代一种用于演示天象的仪器，主要有浑仪和简仪，用来直观、形象地了解日、月、星辰的相互位置和运动规律，是现代天球仪的祖先。
天文仪主体是一个球体模型，其中有一根铁轴贯穿球心，轴的方向就是地球自转轴的方向。轴和球有两个交点，一个是北极（北天极），一个是南极（南天极），球的外表面上刻有二十八星宿。
Also known as "Hunxiang" (浑象) in ancient times, celestial demonstrators were instruments in ancient China used to simulate astronomical phenomena. The main types include the armillary sphere (浑仪) and abridged armilla (简仪), designed to visually represent the positions and motion patterns of the sun, moon, and stars. These instruments are considered the ancestors of the modern celestial globe.
The main body of the celestial demonstrator is a spherical model with an iron axis passing through its center, aligned with Earth’s rotational axis. The two endpoints of this axis correspond to the North Celestial Pole (北极) and South Celestial Pole (南极). The outer surface of the sphere is engraved with the Twenty-Eight Lunar Mansions (二十八宿).
基于W野狗品牌的 「不做创意人，只做创造者 」 的理念、「野狗」 文化、「超媒体」 的战略、「服务不得志的创造者」 的使命，打造品牌世界观，并在「超媒体」 战略下跨媒体传播、输出品牌理念、转换品牌价值。
提取品牌理念中核心的 「野狗」 及 「野岛」 等野狗文化内容，结合品牌行为识别中的部门架构设计（W野狗文策舱、创造舱、科艺舱、音乐舱、品牌舱、艺术舱、游戏舱、漫画舱、潮玩舱、AI舱、财务舱、人事舱），根据古天文图的三坦十二星次二十八宿，共同构建于品牌世界观中，基于古天文仪的圈环轨道建立世界坐标。
提取品牌视觉形象中的野狗蓝、火星红品牌色，将其中星星、海洋、野岛、野狗等视觉元素转化为品牌世界观中的重要元素，并在品牌世界观的指导下，通过 「超媒体」 的战略源源不断地跨媒体输出。
Based on the concept of "not being a creative person, but a creator" of W wild dog brand, the "wild dog" culture, the "hypermedia" strategy, and the mission of "serving unsuccessful creators", build a brand world view, and cross media communication, output brand ideas, and transform brand values under the "hypermedia" strategy.
Extract the core of the brand concept of "wild dog" and "wild island" and other wild dog cultural content, combined with the department structure design in the brand behavior identification (W wild dog culture and strategy class, creation class, science and art class, music class, brand class, art class, game class, cartoon class, tide play class, AI class, finance class, personnel class), according to the ancient astronomical map of the Santan twelve star times twenty-eight constellations, jointly build in the brand world view, and establish the world coordinates based on the circular orbit of the ancient astronomy.
The brand colors of wild dog blue and Mars red in the brand visual image are extracted, and the visual elements such as stars, oceans, wild islands and wild dogs are transformed into important elements in the brand world view. Under the guidance of the brand world view, the cross media output is continuously carried out through the strategy of "hypermedia".
「2025 W野狗世界观_W(ild)CU」 主要包含两个概念，即 「野狗_W(ild)DOG」 及 「野岛_W(ild )ISLAND」 。
以W野狗品牌视觉形象中原有的野狗形象为基础，设计一个野狗形象(原型)，并根据W形时空网上的9个星次时空、野狗星系的三个星次时空，对应十二星次及二十八星宿的形象及文化意象进行系列化设计，在野狗原型统一性的基础上根据星宿意象及野狗部门特征进行差异性设计，并根据品牌世界观中的星次进行编号。
根据各个野狗舱的职责分工及星宿文化内容，对应各个野狗及时空舱进行舱体(与野岛产生联系的空间/物件)的设计，基于古天文仪的圈环轨道建立世界坐标，环绕 「野岛_W(ild)ISLAND」 。
「 W形卫星网（9个时空）+ 野狗星系（3个时空）」 的十二个时空舱及位于野岛海底的AI虚拟时空舱，共十三个时空，共同组成W野狗世界。
The 2025 W(ild)CU mainly contains two concepts, namely W(ild)DOG and W(ild)ISLAND.
Based on the original wild dog image in the visual image of Wearewer brand, a W(ild)DOG image (prototype) is designed, and the image and cultural image of 12 stars and 28 stars are systematically designed according to the 9 times of space on the W-shaped space-time network and the 3 times of space in the W(ild)DOG galaxy. On the basis of the unity of theW(ild)DOGprototype, the differential design is carried out according to the star image and the characteristics of theW(ild)DOG department, and the star number in the brand world view is numbered.
According to the division of responsibilities of each W(ild)DOG module and the content of Xingxiu culture, the design of the module (space/object related to W(ild)ISLAND) is carried out for each W(ild)DOG module and space-time module. The world coordinates are established based on the circular orbit of the ancient astronomer, and the W(ild)ISLAND is surrounded.
The 12 space-time modules of "W-shaped satellite network (9 space-time)+W(ild)DOG Galaxy (3 space-time)" and the AI virtual space-time module located at the bottom of W(ild)ISLAND, a total of 13 space-time modules, form theW(ild)CU world.