THE CLOUD WOOD ART TM
Branding & Book design
Year: 2019
Where clouds deepen, the path home eludes; through diligent cultivation, elegance flourishes.
The name “Yún” (Cloud) evokes the Buddhist concept of wu yun jie kong (emptiness of the five aggregates)—pure, singular, austere in bearing, and carved with the spirit of Chan philosophy. The overall visual communication employs a Song-style “pictographic” typographic sensibility, complemented by seal mark identities rendered in Qing-dynasty seal script. The accompanying natural materials invite users to engage with and appreciate this publication in a relaxed, unencumbered manner.
The logo integrates Qing seal script forms to evoke the image of time’s vastness—the first tolling of monastery bells at dawn, solemn yet lucid, outlining the architectural silhouette of temple structures. It embodies the unwavering dedication to preserving and mastering ancient techniques: “Steadfast as unweathered cinnabar, devoted to the utmost refinement.” This communicates Yúnsì Handicraft’s creative philosophy: “The sincerity of the artisan’s heart, understanding materiality to touch the spirit.” Polished yet undiminished, steeped yet unstained—the resonance of handcraft flows in perpetual continuity.
The symbolic significance of the tripartite palette—red, black, and white:
Courtyard Wall Red: Petals drift along shadowed paths where mats lie spread—evoking the freedom and splendour of Song dynasty culture, recreating scenes of literati gathering for wine cups floating down winding streams.
Eave Cliff Black: Frost hastens the sorrowful swan’s return to the Chu marshes—representing profound, weighty intellectual ingenuity, revered as divine.
Pavilion Terrace White: Listening quietly to pine winds whilst dreaming of butterflies—embodying the Chan Buddhist serenity of “One smile brings spring warmth; a straw cape in misty rain, accepting life as it comes.”
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