东方水城水上旅游微标识征集公告Call for vLogo: Micro-Signage Designs for Oriental Water City Water Tourism

东方水城水上旅游

微标识征集公告

Call for vLogo:

Micro-Signage

Designs for

Oriental Water City

Water Tourism

为提升苏州古城水上旅游国际化水平，推动水上游从传统观光向沉浸式体验转型，苏州东方水城旅游发展有限公司联合THE ZHAI宅兹中国，面向全国及海外发起古城水上旅游微标识征集。自公告发布之日起至2026年11月30日接受投稿。

To enhance the internationalization of water tourism in Suzhou's ancient city and promote the transition of water tourism from traditional sightseeing to an immersive experience, Suzhou Oriental Water City Tourism Development Co., Ltd., in collaboration with THE ZHAI, hereby launches a nationwide and overseas call for vLogo: Micro-Signage designs for the ancient city's water tourism. Submissions will be accepted from the date of this announcement until November 30, 2026.

水上游 Suzhou Sightseeing Cruise

水巷游 Water Alleys Tour

01

征集背景Background

苏州城址2500年未变，水陆并行、河街相邻的格局延续至今。公元前514年伍子胥“相土尝水”建阖闾大城，八门各辟水陆两门。阊门是古运河水上游的起点门户，盘门是国内唯一保留完整的水陆并列古城门，城门形成了苏州古城的风貌基底，城门码头则是舟行入城的门户。城内水巷如脉，小苏舟穿行十全河、临顿河、道前河、学士河、官太尉河等古城内核心水系，再现《平江图》水巷风貌盛景。城门与城门码头、水巷与水巷游船，共同构成苏州这座东方水城的水系文脉，成为世界认识苏州、苏州连接世界的水上窗口。

本次征集以古运河城门码头、水巷游码头及驿站、水上游线导向标识等实际场景为设计对象，围绕“可舟行、可步移、可阅读、可沉浸”的开放式水巷博物馆视觉体验，面向全国及海外征集微标识设计方案。苏州正加快打造具有江南水乡特色的国际旅游目的地，完善多语种指引标识体系、提升国际化服务水平是本项目的直接政策背景。

Suzhou has maintained its urban site unchanged for 2,500 years, preserving the layout of parallel water and land routes with rivers adjacent to streets to this day. This open call focuses on practical application scenarios such Suzhou Sightseeing Cruise piers, Water Alleys Tour docks and stations, and water tour route directional signage. As Suzhou accelerates its efforts to build an international tourism destination featuring Jiangnan water-town characteristics, perfecting a multi-lingual guiding signage system and elevating international service standards serve as the direct policy background of this project.

宅兹中国 THE ZHAI

02

征集内容Submission Categories

主题1

古运河城门码头

Theme I: Suzhou Sightseeing Cruise Piers

应用场景：古运河城门码头。

This category focuses on design and application scenarios involving the piers along the Grand Canal.

主题2

水巷游码头及驿站标识

Theme II: Water Alleys Tour Docks & Station Signage

应用场景：水巷游码头及驿站。

This category covers application scenarios for docks and station signage located along the scenic Water Alleys Tour routes.

设计要求详见《设计任务书》。具体码头清单详见《设计任务书》。作品须体现苏州古城水系文化与江南美学，具有国际辨识度，适配多语种环境，并提交各场景应用模拟效果图。

Detailed design requirements can be found in the "Design Brief Materials". The specific list of piers and docks can be found in the "Design Brief Materials". Entries must embody the water system culture of Suzhou's ancient city and Jiangnan aesthetics, possess international recognizability, adapt to multi-lingual environments, and include simulated application renderings for each scenario.

宅兹中国 THE ZHAI

03

评选维度Evaluation Criteria

评选围绕文化表达（25%）、视觉表现（30%）、应用适配（25%）、国际传播（20%）四个维度展开。各维度具体说明详见《设计任务书》。

The evaluation will be conducted across four dimensions: Cultural Expression (25%), Visual Performance (30%), Application Adaptability (25%), and International Communication (20%). Detailed descriptions for each dimension can be found in the "Design Brief Materials".

04

征集范围Eligibility & Scope

面向国内外设计机构、独立设计师、青年设计师、设计院校在校生等公开征集。本次征集范围为东方水城公司辖区内的水上业务场景。

Open globally to design agencies, independent designers, young designers, and students enrolled in design colleges and universities, both nationwide and overseas. The scope of this solicitation covers water tourism business scenarios within the jurisdiction of Oriental Water City Company.

05

时间安排Schedule

作品征集自公告发布之日起至 11 月 30 日接受投稿，12 月上旬由组委会开展初评并确定入围作品，12 月中旬通过闭门评选会议结合现场与线上打分方式完成终评，12 月中下旬正式公布入选作品及入选阐述。

Submission Period: Submissions open on October 26, 2026, and close on November 30, 2026.

Evaluation & Review: In early December, the Organizing Committee conducts preliminary evaluations to select shortlisted entries. In mid-December, an expert panel completes the final review through a closed-door session with on-site and online scoring.

Final Announcement: The competition concludes in mid-to-late December with the official announcement of selected entries and their design rationales.

06

奖励设置Awards & Incentives

本次活动设中选方案 1 名，发放方案采用费人民币 50000 元（含税，主办方将依法代扣代缴个人所得税），中选方需配合完成后续深化设计；青年单元设入围方案若干，入围者可获得主题展览参展资格及相应参与权益。

Selected Proposal: 1 entry will be selected for adoption, receiving an adoption fee of RMB 50,000 (tax included) and advancing to the detailed design phase.

Youth Division Shortlist Proposal: Several entries will be shortlisted, granting participants official participation honors and inclusion in a themed exhibition.

07

组织机构Organization

主办单位：苏州东方水城旅游发展有限公司

执行单位：苏州福悦来商业管理咨询有限公司

战略合作平台：THE ZHAI 宅兹中国

评审支持：法中合作交流协会

Organizer: Suzhou Oriental Water City Tourism Development Co., Ltd.

Executive Organizer: Suzhou Fuyuelai Management Consulting Co., Ltd.

Strategic Cooperative Platform: THE ZHAI

Judging Support:  Association France China Partnership

08

版权与署名Copyright and Attribution

中选作品署名权归设计者，主办方在应用及发布中以“作品名/作者名”署名。中选者须配合主办方完成实际场景深化设计，主办方保留根据实际情况调整征集规则、决定中选作品空缺及取消违规者参与资格的权利。本次征集活动及相关文件的最终解释权归主办方所有，不另计费，深化设计成果的著作财产权亦归主办方所有。未中选作品的著作财产权归作者所有，主办方仅限在本次征集活动宣传范围内使用，未经作者另行书面授权，不得用于其他商业用途著作财产权，自中选之日起转让予主办方，主办方有权永久、无偿、不限地域在驿站、码头、游船、商业、数字应用等场景使用；中选者应配合主办方签署著作权转让相关文件。

The moral rights of authorship belong to the designer, with official attribution ("Work Title / Designer Name") provided in all applications and publications. Upon selection, all economic copyright rights are permanently, royalty-free, and globally transferred to the organizer for implementation across post stations, docks, cruise boats, commercial, and digital scenarios, with the winner required to sign transfer documents and complete scenario-specific detailed designs without additional compensation (detailed deliverables shall also belong to the organizer). Non-selected works remain the property of their authors, subject only to promotional use by the organizer unless authorized in writing. The organizer retains the final interpretation rights, as well as the authority to adjust rules, leave awards vacant, or disqualify non-compliant participants.

09

报名及联系方式Registration&Contact

报名邮箱：vlogo@thezhaichina.com

秘书处联系人：官方企微

咨询时间：工作日9:00—17:00（北京时间）

Submission Email: vlogo@thezhaichina.com

Contact: Official Wecom

Consultation Hours: Monday to Friday 9:00 AM – 5:00 PM (UTC/GMT +8)

官方企业微信二维码

10

其他说明Additional Notes

1. 本次征集不收取报名费。

2. 所有提交材料不予退还，请参与者自行保留底稿。

3. 参与者提交作品即视为同意本公告全部条款。

4. 本次征集活动的最终解释权归主办方所有。

5. 参与者应保证其投稿行为及作品内容符合法律法规和公序良俗，不含有违法违规及不  良信息。

1. No registration fee is charged for this solicitation.

2. All submitted materials will not be returned; participants should retain their own drafts.

3. Submission of entries implies agreement to all terms of this announcement.

4. The final interpretation right of this solicitation event belongs to the organizer.

5. Participants must ensure their submissions adhere to PRC laws, regulations, and public order, free of any illegal or inappropriate content.

11

附件：关于AI使用规范的说明

Appendix: Instructions on the 

Use of Artificial Intelligence (AI)

1. 使用范围：允许使用AI工具进行概念探索、素材辅助生成、效果图辅助渲染等辅助性工作，不得将AI生成内容作为作品的主要视觉构成。作品的核心创意、视觉语言、版式设计及最终输出须由参与者独立完成。

2. 比例要求：作品中原创设计内容占比不得低于80%。纯AI生成或AI生成内容占比超过20%的作品，视为无效投稿。

3. 披露义务：参与者须在报名表中填写《AI使用情况声明》，如实说明所用AI工具名称及版本、AI参与的具体环节、人机分工方式，以及最终输出中是否包含AI生成材料。 该声明须由参与者本人或团队负责人签字确认。未如实披露者，取消参与资格。

4. 源文件核验：入选作品须提交可编辑设计源文件（AI/CDR/PSD等）及过程性文件（草图、迭代稿等）。主办方保留使用人工审核与AI验证工具相结合的方式进行核验的权利。无法提供源文件或源文件与提交作品明显不一致的，取消入选资格

5. 违规处理：经核验确认纯AI生成、AI占比超标或未披露AI使用的作品，取消参与资格，已获得的方案采用费及荣誉证书将予以追回，并在官方渠道公告。

Scope & Limits: AI is permitted strictly for concept exploration and auxiliary rendering, but must not form the core visual layout. Original content must comprise at least 80% of the work; pure AI generation or AI content exceeding 20% will result in disqualification.

Disclosure & Verification: Applicants must submit a signed AI Usage Declaration Form detailing tools and workflows, alongside editable source and process files (AI, PSD, sketches). Discrepancies or failure to disclose will lead to disqualification via manual and tool-based audits.

Violation Penalties: Non-compliant entries will be disqualified, with any awarded prizes, certificates, or adoption fees revoked and publicly announced.