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The logo for the 2024 Spring Festival Gala by China Central Television. [Photo/Zhejiang Daily]

The official logo for the 2024 Spring Festival Gala by China Central Television (CCTV) was recently unveiled. The design is a creation of Shaoxing's distinguished resident and renowned Chinese graphic designer, Gu Yongjiang.

As the chief designer for the 2024 Spring Festival Gala logo, Gu has centered the visual symbol around the character "龘", drawing inspiration from the distinctive fonts of traditional Chinese seal carving art. The overall design exudes a sense of solemn balance, representing a cultural atmosphere of grandeur and strength.

Building upon traditional calligraphy, a modern touch has been added through a "reprocessing" that gives the "龘" character a metallic texture, resembling a microchip.

"Chinese characters are inherently the most beautiful symbols, naturally serving as logos," remarked Gu. He emphasized that calligraphy and Chinese characters carry profound Chinese aesthetics.

As a designer, he aims to integrate them into design, sparking new vitality in traditional culture and attracting more young people to appreciate and engage with the richness of traditional Chinese culture.