Infinite Borders

Reshape The Three Kingdoms Brand for NetEase Games

Positioned as The Real and Passionate Three Kingdoms, facing the Three Kingdoms culture dating back 1500 years, it is essential to embody symbols representing the essence of the Three Kingdoms era. Extract visual elements with impressions of the Three Kingdoms era from pictographs and colors. By integrating modern typography and flat design, aim to imbue the overall design with a contemporary feel. To enhance the brand's uniqueness, Combine gameplay elements to extract brand graphics, forming a distinctive brand visual system based on color, graphics, and layout.

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Download Press Kit № 162820 Reshape The Three Kingdoms Brand for NetEase Games by Jieyu Hong to access high-res images, essential texts, translations, and exclusive interviews—all in one.

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Infinite Borders by Jieyu Hong

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Reshape The Three Kingdoms Brand by Jieyu Hong

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Jieyu Hong Infinite Borders

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Jieyu Hong Reshape The Three Kingdoms Brand

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Unique Properties

Positioned "The Authentic and Passionate Three Kingdoms," the brand traces the pictographic characters of its name and combines them with the "grid square" impression from strategy games to derive its brand graphics. It extracts the popular colors of black, red, and white from the Han Dynasty as its primary colors. Flat calligraphic brushstrokes are used as auxiliary elements. By incorporating modern typography, the brand provides new cultural experiences for the Three Kingdoms era.

Tags

the Three Kingdoms,traditional innovation,oriental aesthetics, brand design

Production Technology

This design will be applied to digital posters, UI interfaces, and physical prints. By using a systematic, modern, and flat design, it ensures ease of extension for designers across various channels while maintaining overall brand visual consistency.

Design Challenge

To recreate an authentic impression of the Three Kingdoms, the design must have historical and cultural significance while embodying modern aesthetics and trends. Additionally, it needs to consider digital and print applications and ensure ease of extension for a global audience.

Project Duration

The project started its design phase in March 2023 and was completed in July 2023. It was officially launched in November 2023.

Research

By visiting museums of the Han Dynasty and the Three Kingdoms era, we studied artifacts' color schemes, textures, and other characteristics. We researched the age demographics and preferences of players, combining this with the game's own mechanics. Integrating these studies and research, we extracted pictographic characters and popular colors of the Han Dynasty, merging them with modern aesthetics to infuse new vitality into the traditional Three Kingdoms culture.

Inspiration

The Three Kingdoms period dates back 1,500 years. We have deeply studied the characters and colors from Han Dynasty culture, combining the "land grid" gameplay and the pictographic character of the "Shuai" logo to derive the square as the brand graphic. Using a design that appeals to younger and international aesthetics, we inject new cultural vitality into the Three Kingdoms and convey its charm to a broader global audience.

Image Credits

Image #1: Director TzuYin Weng/Designer ChuJun Zhang,Key Visual for Netease 520 event, 2023. Image #2: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng,Key Visual,2023. Image #3: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng，Appstore Graphics,2023. Image #4: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng/Designer XiaoYang Tan/Designer Jerry Tse/Designer JieYu Hong,Esports Brand visual,2023. Image #5:Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng/Designer XiaoYang Tan,merchandise,2023. Video Credits:Director TzuYin Weng/Designer ChuJun Zhang,Ending cut,2023

Project Overview

Infinite Borders Reshape The Three Kingdoms Brand has been a Golden winner in the Graphics, Illustration and Visual Communication Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.

Golden Recognition

Jieyu Hong was recognized with the coveted Golden A' Design Award in 2025, a testament to excellence of their work Infinite Borders Reshape The Three Kingdoms Brand.

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