2025年日本大阪世博會(huì)中國館

2025年日本大阪世博會(huì)于4月13日至10月13日在日本大阪舉行，主題為“構(gòu)想煥發(fā)生機(jī)的未來社會(huì)”。中國館占地面積約3500平方米，是大阪世博會(huì)最大的外國自建館之一，展館圍繞“共同構(gòu)建人與自然生命共同體——綠色發(fā)展的未來社會(huì)”的主題，以“天人合一”“綠水青山”“生生不息”三大篇章為敘事主線，向世界展示5000年中華文明孕育的傳統(tǒng)生態(tài)智慧，展現(xiàn)新時(shí)代綠色發(fā)展理念與成就，展望中國同世界各國攜手，共同構(gòu)建人與自然生命共同體的美好愿景。

世博會(huì)中國館核心視覺標(biāo)識(shí)系統(tǒng)及吉祥物主體造型設(shè)計(jì)由中國美術(shù)學(xué)院副院長韓緒教授擔(dān)任總指導(dǎo)，視覺傳播學(xué)院黨委書記兼副院長俞佳迪教授領(lǐng)銜主創(chuàng)團(tuán)隊(duì)擔(dān)任設(shè)計(jì)。設(shè)計(jì)團(tuán)隊(duì)以“本源設(shè)計(jì)”為核心理念，立足中華文明精神根系，通過極簡凝練的視覺語言直抒東方美學(xué)胸臆——以跨越時(shí)空的設(shè)計(jì)對(duì)話彰顯文化根脈的永恒價(jià)值，在返本開新的創(chuàng)作實(shí)踐中，建構(gòu)起承載大國氣象的視覺敘事體系，生動(dòng)詮釋了新時(shí)代中國設(shè)計(jì)的文化自覺與創(chuàng)新自信。

2025日本大阪世博會(huì)中國館標(biāo)志

LOGO OF THE CHINA PAVILION

AT EXPO 2025 OSAKA

2025年日本大阪世博會(huì)中國館標(biāo)志設(shè)計(jì)以漢字“中國”為主體，配以英文及數(shù)字信息。標(biāo)志的文字取法于中國戰(zhàn)國時(shí)期石鼓文與古羅馬圖拉真碑刻字母，呈現(xiàn)東西方文明高峰之際會(huì)、書寫源初之對(duì)話。石鼓文與圖拉真碑刻字母分別是人類在公元元年前后東西方經(jīng)典書寫體系的巔峰之作，象征著東西方文明對(duì)文本秩序的視覺表達(dá)：石鼓文渾厚古拙、富于韻律，是中國石刻文字之祖，乃“國之重器”的符號(hào)象征；圖拉真碑刻字母則比例嚴(yán)謹(jǐn)、結(jié)構(gòu)均衡，其定義的西方理性美學(xué)成為拉丁字母的經(jīng)典范式。

標(biāo)志以“中國”漢字直接書寫設(shè)計(jì)，東方豎排文本與西方橫排文本的視圖范式造就了東西方觀看方式的交流互鑒。石鼓文與圖拉真碑刻字母二者雖誕生于不同文化傳統(tǒng)，卻同樣強(qiáng)調(diào)銘刻的永恒性，以石刻傳達(dá)大國敘事與文化正統(tǒng)。

標(biāo)志整體取法于古而不泥古，完整控制字型之古韻于現(xiàn)代視覺環(huán)境中。提煉石鼓文與圖拉真碑刻字母造型之精神，以現(xiàn)代設(shè)計(jì)語言傳達(dá)東方書寫“古拙靈動(dòng)”與西方書寫“嚴(yán)謹(jǐn)端莊”之形式美感：東西方書寫體系經(jīng)典范式的并置互參，終使得東西方文明的歷史記憶與文化認(rèn)同際會(huì)相遇。

The logo of China Pavilion at Expo 2025 Osaka, Kansai, is mainly designed with the Chinese characters “China”, together with corresponding English translation and numerical information. The logo’s design originates from the inscriptions on Qin Shi Gu of Chinas Warring States period and the inscriptions on Trajan’s Column of ancient Rome, presenting a dialogue between the East and the West at each civilization’s peak and the beginning of the writing world. Inscriptions on Qin Shi Gu and Trajan’s Column are respectively the most magnificent works of the classical writing systems of the East and the West before and after the Common Era, symbolising the visual expression of the East and the West’s text order: Qin Shi Gu’s Inscriptions are thick, solid and rich in rhythm, regarded as the ancestor of Chinese stone writing and symbol of the “the Pillars of China’s Great Power”; while the Trajan’s Inscriptions are in strict proportion and balanced structure, which defined the aesthetics of western rationality and have become the eternal paradigm of Latin alphabet.

The China Pavilion’s logo is designed directly in the written Chinese characters “China”. The viewing methods of vertical text from the East and horizontal text from the West create an exchange of eastern and western ideas of writing and reading. Although born from different cultures, the inscriptions on both Qin Shi Gu and Trajan’s Column emphasise the eternity of the engraved stones, conveying the narrative of a great nation and cultural orthodoxy through the action of inscribing.

The design of the China Pavilion’s logo references ancient practices, meanwhile fully translates the ancient charm of the characters in a modern visual environment. Refining the spirit of the inscriptions on Qin Shi Gu and Trajan’s Column, the logo uses modern design language to convey the beauty of “naive and dynamic” eastern writing and “precise and dignified” western writing. The logo expresses the conversation of the classic paradigms of eastern and western writing systems, which ultimately make civilisations of both the East and the West meet in historical memory and common understanding of human culture.

2025日本大阪世博會(huì)中國館吉祥物“悠悠”

MASCOT YOYO OF THE CHINA PAVILION

AT EXPO 2025 OSAKA

“悠悠”這個(gè)名字發(fā)音簡單、聲色圓潤，無論任何語言背景的朋友都能輕松地叫出它的名字，世界各國的觀眾與粉絲都能迅速地與悠悠成為“好朋友”。

“悠悠”從四個(gè)方面蘊(yùn)含著豐富的意義：一是“時(shí)光悠悠”，大熊貓是中國獨(dú)有的珍稀物種，是生物進(jìn)化的“活化石”。它長達(dá)800萬年的繁衍生息啟迪著我們思考物種與自然的和諧相處，與人類的和諧共生。二是“竹韻悠悠”，竹子既是熊貓的不解之緣，也是中國文化中集眾多美好寓意于一身的符號(hào)。悠悠胸前懷抱嫩竹，取意“胸有成竹”，我們已經(jīng)做好準(zhǔn)備，張開雙臂歡迎全球觀眾的到來。三是“萌趣悠悠”，悠悠形態(tài)憨態(tài)可掬，散發(fā)著治愈的魅力。我們期待這位萌動(dòng)人心的“黑白精靈”能夠?yàn)槊课挥^眾送去快樂和陽光。四是“真情悠悠”，大熊貓是中國同世界各國友好交往的溫情紐帶。幾十年來，在各國，特別是在東道國日本，架起了民心相通的橋梁，傳遞著跨越國界的溫暖和感動(dòng)。

（本段關(guān)于吉祥物的設(shè)計(jì)說明引自公眾號(hào)“世博會(huì)中國館”）

2025大阪世博會(huì)衍生品物料

“Yoyo”, the official mascot of China Pavilion, Expo 2025 Osaka, Kansai, whose name is easy to pronounce for people of any language background, would soon become good friends with audiences and fans from all over the world. Meanwhile, the name “Yoyo” is also rich in meaning from four aspects. First, “Shi Guang Yoyo”(Earth memory), the giant panda is one of China’s unique rare species and is a “l(fā)iving fossil” of biological evolution. Its 8-million-year history on Earth inspires us to think about the harmony and coexistence between all living creatures and nature. Secondly, “Zhu Yun Yoyo”(bamboo rhyme), bamboo is not only panda’s survival necessity, but also a symbol that conveys many blissful meanings in Chinese culture. Yoyo is holding a bamboo in front of his chest, which means “Xiong You Cheng Zhu”(ready for anything), telling the world that we are ready to give a warm welcome for audiences from all parts of the world with open arms. Thirdly, “Meng Qu Yoyo”(lovely appearance), the naive appearance of Yoyo exudes a healing charm and we are looking forward to seeing this adorable mascot bring happiness to everyone. Fourthly, “Zhen Qing Yoyo”(true feeling), the panda is a warm bond of friendship between China and the world. Over the past few decades, pandas have built bridges between China and the world, especially in the host country, Japan, and have given warmth of a loving heart across borders.

2025大阪世博會(huì)中國館標(biāo)志及吉祥物設(shè)計(jì)團(tuán)隊(duì)

時(shí)間：2025年4月13日—10月13日

地點(diǎn)：大阪世博園國際展區(qū)A7

委托方：中國國際貿(mào)易促進(jìn)委員會(huì)

總指導(dǎo)

韓緒

設(shè)計(jì)指導(dǎo)

俞佳迪

設(shè)計(jì)創(chuàng)意

俞佳迪、盧西、曾平

設(shè)計(jì)執(zhí)行

李映昀、胡宗婷、盛沫瑤、閔一凡、黃橙、

郭祺、靳爍、曾靖童、程奕、蘇可欣

西文字體

曾平

吉祥物原型

李映昀、靳爍、程奕

吉祥物周邊

郭祺、曾靖童、蘇可欣

項(xiàng)目統(tǒng)籌

盛沫瑤、閔一凡

來 源｜視覺傳播學(xué)院

編 輯｜陳舒婷 戴佳杰 鄭佳怡

責(zé) 編｜邱莉麗 童戈辛 盧 西 周 慧

審 核｜方 舟 俞佳迪

中國美術(shù)學(xué)院官方微信號(hào)

投稿郵箱：caanews@caa.edu.cn

“國美學(xué)術(shù)通訊”官方微信號(hào)

投稿郵箱：caarmt@caa.edu.cn

出品：

中國美術(shù)學(xué)院黨委宣傳部

PUBLICITY OFFICE OF THE CPC CAA COMMITTEE

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