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19 August 2020 | in Summer FISU World University Games

Visual design and stamps for Chengdu 2021 revealed

The Executive Committee organising the Chengdu 2021 FISU World University Games officially revealed the 'Key Visual Design' of the Games, i.e. the 'look and feel' of the next edition of the summer multi-sport spectacle for university students. The visual branding aims to boost Chengdu's reputation as a world-renowned city of sports and create an atmosphere that resonates with the slogan "Love Chengdu, Embrace the Games".


A global competition for the main design concept had been launched on on 20 April earlier this year and entries were invited from all over the world. Participation was open to the public and professional designers alike, and the response turned out to be phenomenal. A total of 10,074 proposals came in, outnumbering that of other sport events in China including the Beijing Olympics.

Chengdu Visual Design 5

Shortly after the launch, several top-notch Chinese design institutes and designers, including Dongdao Creative Branding Group (visual designer of the 2008 Beijing Olympics) and Beijing International Design Week Company, sent in their proposals.


Chengdu Visual Design 2Participation of thousands of designers from overseas added lustre to the competition and noteworthy names include Linda Leila from the Netherlands, Lorraine Freda from France and Iry Olive from Greece.


The campaign also attracted attention from the international fashion world. In addition to submitting his proposal for the 'Key Visual Design', independent fashion designer Wen Han also designed a colourblocked T-shirt with Chengdu elements — red chili pepper, green prickle-ash, ginkgo leaves and hibiscus flowers. It is a vivid design that is both Chengdu-style and international.


From among the thousands of proposals received, selected works were presented during the event.


The expert review team comprised of big names including He Jie, Project Specialist for Beijing Olympics, Bi Xuefeng, Dean of the School of Design of China Academy of Art, Chen Xiaolin, Member of China Artists Association, and Luo Li, a famous curator.


The expert review team finalised the top 15 selected works that displayed creativity, ingenuity and distinctive designs. 


The works of Zhang Xuejiao used the Chengdu 2021 emblem as the base, with gradient strips to show upbeat, fashionable, and colorful life in Chengdu as well as the vibrant youth of college students. It also showcases the spirit of a sustainable, smart, spirited, and shared event.


Representative elements and iconic buildings of Chengdu at the background epitomize the unique charm of the ancient city, revealing its culture and history. Leading figures in the design sector, such as He Jie, Project Specialist for Beijing Olympics, were impressed with the campaign, and agreed that it was of great historical and theoretical value in innovative visual communication for global sport events.

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An exhibition of selected works of 2021 FISU WUG Key Visual Design will be held from 18-22 August at the Chengdu Museum and the Wide and Narrow Alley.


Debut of 2021 FISU WUG Summer stamp and other postal products


Chengdu Visual Design 6During the event, Mu Tao, Deputy Director of the Department of Marketing and Activity Planning of the Executive Committee of 2021 FISU WUG, presented the franchise license to China Post Chengdu Branch on behalf of the Executive Committee.


Together with Luo Cheng, General Manager of China Post Chengdu Branch, Mu Tao unveiled the 2021 FISU WUG (Summer) postal products, including the stamp, commemorative stamp album, commemorative envelope, and postcard.


The China Post Chengdu Branch was officially named licensed merchandise producer and retailer for 2021 FISU WUG Summer.


The stamp incorporates the Golden Sun Bird -- a symbol of Chengdu -- along with Rong Bao the Games' mascot, the Games' emblem, and the Dong'an Lake Sports Center – main venue of the Games. On this little stamp, the Tianfu Culture and the spirit of 2021 FISU WUG find vivid expression.


The 2021 FISU WUG Summer Stamp and other postal products are for sale in post offices across Chengdu.


Chengdu VIsual deisgn 7