Design for Bilingual Information in a Cross-Cultural Context—Design Strategy and Conceptualization in Branding Tongji Design Week

Abstract

The Tongji Design Week held since 2012 in Shanghai by Tongji University College of Design and Media, presents a classic case study of cross-cultural design. By analyzing the problems and challenges faced by this recurring design project, this paper examines the strategy and approaches taken by the design team of Tongji Design Week, and the specific design solutions, guidelines and rules in relation to the design strategy and concept set forth by the designer. This paper also examines how innovative contemporary communication design concepts and approaches could be combined with the needs of cross-cultural design to shape an up-to-date design language in a bilingual and cross-cultural context.