创意总监◯ 文成武↖字体设计◯  洪美玲↖创意团队◯ 一册品牌

设计背景 

百姓日用即道源自明代王艮的观点，强调非遗与老百姓日常生活紧密相连，老百姓日常的生活条理之处，就蕴含着圣人所遵循的道理，体现非遗在百姓生活中的重要性与普遍性。

非遗与百姓生活

非遗涉及老百姓的吃、住、行、说、唱、喜、怒、哀、乐等各个方面，是根植于乡土、生长于民间的艺术，贯穿民众日常吃穿住行、年俗节庆、劳作休憩、人际往来等生活场景。

语境置换与当代表现

图形：包含“深埋于沃土的根、延绵不绝”“燃起于心中的火、灼烈不息”“传颂于人间的乐、永世流传”“守千年文明之璀璨、寻传统文化之根脉”等元素，体现非遗在当代图形表现上对传统文化内涵的挖掘与传承。

文字：从五四运动到五四广场，再联系到鲁迅先生的《新青年》，体现非遗在当代文字表达上与历史文化、时代精神的关联。

探讨将具有地方特色的非遗元素，以当代的方式进行应用，使其成为具有代表性的“超级符号”，融入现代生活。

↖Derived from the viewpoint of Wang Gen in the Ming Dynasty, it emphasizes that intangible cultural heritage is closely related to people's daily life. The people's livelihood contains the principles followed by saints, which reflects the importance and universality of intangible cultural heritage in people's lives.

Intangible cultural heritage involves people's diet, residence, travel, conversation, singing, joy, anger, sorrow and happiness. It is an art rooted in the countryside and grown among the people. It runs through people's daily diet, clothing, residence, travel, New Year festivals, work and rest, interpersonal communication and other life scenes.

Graphics: Contains elements such as "roots buried deep in fertile soil, continuous", "fire ignites in the heart, constantly burning", "joy spreads throughout the world, eternal", "guarding the glory of thousands of years of civilization, looking for the roots of traditional culture", etc., reflecting the excavation and inheritance of traditional cultural connotations by contemporary graphic expression of intangible cultural heritage.

Text: From the May Fourth Movement to the May Fourth Square, and then to Mr. Lu Xun's "New Youth", it reflects the relationship between intangible cultural heritage and historical culture and the spirit of the times in contemporary text expression.

Explore the contemporary application of intangible cultural heritage elements with local characteristics, making them a representative "super symbol" and integrating them into modern life.