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Responses by Keng-Ming Liu, creative director, Bito.

Background: We created a brand-new vision for the Taipei Golden Horse Film Festival (TGHFF), one of the most prestigious Asian film festivals. With the COVID-19 pandemic hitting the film industry hard, “resetting” gives hope and lets everyone reflect upon the definition of distance while refocusing our life goals.

Design core: Bold, bright colors; Chinese typography; and a motion graphics branding system that simulates camera movements and changing focal points are the three main highlights of the design. Kim Ma, which translates to “Golden Horse,” also refers to Kinmen and Matsu, Taiwan’s two outlying island chains. We focused on the typography of Golden Horse, the trophy and the iteration number of 58th to give each clear features that enable the public to understand them quickly.

Challenges: Since the TGHFF has been held for 57 years, we wanted to create a new look that would preserve its elegance and prestige. The poster design of the TGHFF has played a pivotal, significant role in Asia’s history of design, and this is the first time that motion posters have been used to build its visual system. Finding a balance between legibility and smooth motion in Chinese typography is significant.

Favorite details: We turned the TGHFF poster into a contemporary art sculpture. Just like an NFT, it exists in the world of the internet with life and value. It echoes the digital age but preserves the prestige and authority of traditional awards.

Visual influences: As I get older, I’m developing presbyopia! During the outbreak of COVID-19, humanity has begun to examine what is important to us. We must have a higher resolution and clearer vision to see what we really want. So for the TGHFF poster, we boldly used the concept of blurriness to convey the theme of refocusing, depicting the nature of this pandemic. Also, vivid colors and dynamic visual presentation can be widely used under the current digital platforms.

Specific project demands: Nowadays, the most difficult thing in design is figuring out the essence beyond the style. Especially after the pandemic, design has to consider more from human beings' perspective to resonate with the public. Using motion design not only delivers a precise message but also reduces unnecessary noise. It’s a good designer’s must-have.

This branding package will later be used in awards ceremonies, TV broadcasts, and environmental and digital platforms. This means we will have more challenges soon.

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