Redesigning the Toronto International Dragon Boat Race Festival
Deliverables
Festival Branding
Digital Design
Tools
Illustrator
Photoshop
Expanding the Event beyond dragon boat racing
The Toronto International Dragon Boat Race Festival, now in its 36th year, is a cultural nonprofit event organized by the TCBA and held annually at Toronto Centre Island. While dragon boat racing is the main focus of the Event, I believe it could also encompass its origin: the Dragon Boat Festival holiday (Duan Wu Jie). Duan Wu Jie is filled with history, symbolism, and traditions, providing an opportunity to showcase the richness of Chinese culture. It would not only educate non-Chinese individuals about the cultural holiday but also benefit Chinese Canadians seeking to reconnect with their roots.
Building upon the Event's current objectives, we can enhance its cultural expression even further:
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Build bridges between the East and West by sharing the tradition of dragon boat racing
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Enhance cultural understanding by educating about Duan Wu Jie (the origin of dragon boat racing)
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Raise community awareness about the sport and the festival holiday
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Encourage youth to become active volunteers for the Event
Target audience: the young generation, encompassing non-Chinese individuals who want to learn more about the culture, and Chinese Canadians seeking to reconnect with their roots.
Bridging the East and West through a grid system
The visual style of the Event is based on the visual styles of the traditional Chinese and Canadian cultures. Two modular systems are created using the same grid system and overlaid on top of each other to harmonize.
Image sources:
Top left: jibunkaiwai via Flickr | Top right: 知乎Zhihu
| Bottom left: So Life Store (via AliExpress) | Bottom right: 用心阁 (via Wikipedia)
The simple red graphic represents the Canadian culture, while the detailed outlined graphic represents the Chinese culture, inspired by the Qinghai wave.
Using the “Five Poisons” as brand graphics
Besides the dragon, the Five Poisons (snake, toad, scorpion, centipede, gecko) were also traditionally associated with Duan Wu Jie. Customs such as wearing amulets with depictions of these creatures were believed to ward off evil.
Five-color silk threads
The brand's colors are inspired by the five-color silk threads that children wore to ward off evil. According to legend, fishermen tied rice offerings to Qu Yuan using these threads to prevent the river dragon from snatching them.
Inspired by Chinese paintings, gradient combinations are formed using these brand colors to further accentuate traditional Chinese elements.
A logo system for each anniversary
The Event started in 1989 with only 27 teams participating and has now become one of Toronto’s most anticipated events. A dynamic logo system has been created using the same visual language to reflect its history and evolution.
Balance between tradition and legibility
The Sofia Sans Family is the Event’s primary typeface. The softly rounded letterforms evoke a traditional feel, suitable for cultural festivals. Noto Sans is used for Chinese text to match Sofia Sans.
The redesign is a playful identity that brings together the young generation while honoring cultural roots.
Including the Five Poisons in the wristband serves as a modern twist to wearing the traditional amulets and charms that helped ward off evil
Each Five Poisons creature can be used to represent the different booths of the Event
Mugwort graphics are incorporated into the entrance to connect with the Duan Wu Jie custom of hanging mugwort at entrances to ward off evil spirits.