2022年北京冬奥会吉祥物“冰墩墩”设计历程

Design Process of Bing Dwen Dwen,the Mascot of Beijing 2022 Winter Olympics

目的以创作亲历者的视角透视和阐释“冰墩墩”这一新时代“讲好中国故事,做好国际传播”的典型案例。方法以事中参与者与事后旁观者2个角度对“冰墩墩”从创作到传播再到影响的全过程进行综述,并对其成功背后的原因展开讨论。结论“冰墩墩”作为一个被市场证明的成功设计,向全球公众充分展示了“和平、温暖、可爱”的中国文化形象,其背后的经验或能为往后的相关案例带来启示。

This paper penetrates and interprets the case of Bing Dwen Dwen,typical case of"doing well in international communication and telling stories of China"during this era.A review of the entire process of the creation,spread and influence of this image will be conducted in a integrated and deep way from the perspective of participant and bystander.The design experience is worth more discussion and summarizing:Bing Dwen Dwen fully expresses a"peaceful,warm and adorable"Chinese cultural image to the global audience as a successful design proved by the market.