• Visual identity system
  • December 2017

Qin Shi Huang Mausoleum

A visual identity system for the Qin Shi Huang Mausoleum, a UNESCO World Heritage Site located in Xi’an, China. The complex hosts the burial site of Chinese emperor Qin Shi Huang (259 — 210 BCE), the founder of the Qin dynasty.

The logotype and headlines are oriented vertically, taking inspiration from the numerous rows of terracotta warrior statues unearthed at the site. The primary typeface invokes the rough-hewn feeling of stone through its sharp angular features. Interspersed with the name of the site are four seal script character blocks, characteristic of the writing system of the Qin dynasty. The seal script blocks can also be removed from the logotype and attached to the four sides of a composition in varying sizes and opacities to create visual interest.

Collateral for the identity system included an informational booklet about the site as well as the UNESCO World Heritage program in general, a homepage layout, a series of magazine advertisements, and a comprehensive set of visual identity guidelines.

Designed with the guidance of Doug Scott at Rhode Island School of Design, as part of Graduate Typography Studio 3 in Fall 2017.

Project image 001 Project image 002 Project image 003 Project image 004 Project image 005 Project image 006 Project image 007 Project image 008 Project image 009 Project image 010