CGTN Culture Express
Role: Creative Direction, Art Direction & Design
Client: CGTN
Agency: Dreambox
Production: Dreambox
Exec. Creative Director: Çağrı Öztoksoy
Creative Director: Alvaro Rego
Creative Director: Duah Francis
Exec. Producer: Hilal Aytekin
CGTN Culture Express is a globally broadcast program connecting Chinese culture with worldwide audiences. Developed in collaboration with Dreambox, the challenge was to create a show opener and on-air identity that felt authentically rooted in Chinese tradition while remaining contemporary and globally relevant.
The concept was built around the Chinese fan as a storytelling device. Its unfolding motion became a metaphor for opening culture and revealing stories. The logo was constructed on two layers, one modern, one traditional. The flexible geometry of the fan allowed the system to generate diverse motion expressions without repetition, giving the identity both discipline and range.
The result was a distinctive identity for one of China's most watched international networks. By grounding the design in a single cultural object, the work achieved elegance through simplicity. An identity sophisticated enough for a global stage, honest enough to its origins.
The logo gives voice to the strength of simplicity. Consisting of a modern and a traditional layer, it reflects a contemporary interpretation of classical Chinese form. The flexible geometry of the fan allowed us to derive diverse motion expressions without repetition.
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