Since 2007, Blend Design has provided professional design services for "Beijing Reading Festival" sponsored by the State Administration of Press and Publication and People's Government of Beijing Municipality, including brand vision, image promotion, exhibition planning, exhibition vision, etc.
Since the establishment of Beijing Reading Festival in 2011, it has developed into a new business card for the cultural construction of the capital and a new model for national reading. Every year, from the launching ceremony on April 23 at the beginning of the year to the reading ceremony at the end of the year, it spans four seasons, organizes tens of thousands of activities and has the audience of more than 10 million, strives to meet the reading and cultural needs of the general public. The Beijing Reading Festival is held in Tianqiao Performing Art Center in mid December every year. This grand ceremony is not only a grand gathering for the whole year's reading summary and promotion, but also the mobilization of the next year's Beijing Reading Festival. It is also a year-end gift to give back to readers in Beijing. Nearly 100 well-known scholars, reading promoters, more than 30 leading group units of Beijing Reading Festival, leaders of publicity department and Culture Committee of all district committees in Beijing, nearly 100 publishing institutions and other relevant leaders, as well as nearly 1000 people including partners, medias, universities, primary and secondary schools and public representatives of Beijing Reading Festival attended the ceremony.
In order to match the government's activities, the main visual design 2017 has a big red background, and the visual element uses a corner of the Tiananmen Tower and a red plum under the city wall. Tian An Men is the center of Beijing and the symbol of the country. Plum blossom welcomes the snow and spreads it’s fragrance. It has the lofty quality of iron bone and ice heart, and symbolizes the spirit of constantly striving for improvement of the Chinese nation. In the center of the picture, the theme of the reading ceremony is carried in the form of calligraphy. The picture has visual tension and the humanistic charm of the capital city, which is full of appeal and spiritual impetus.