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日前，CCTV-1《山水间的家》播出了南山放牛村的故事，讲述了这个位于重庆市南山风景区北部的村庄如何通过乡村旅游实现农旅融合、城乡融通的乡村振兴。故事背后代表着的不仅仅是一个村庄的变迁，更是乡村振兴战略在南山放牛村的成功实践。乡村振兴是党的二十大报告提出的重要任务之一，旨在推动乡村产业、人才、文化、生态、组织的全面振兴。而乡村旅游作为乡村振兴战略的重要组成部分，对于促进乡村振兴、农业发展和农民增收致富具有非常重要的作用。南山放牛村作为一个典型的乡村旅游示范村，希望通过因地制宜的微更新设计，能够有效改善乡村环境、提高乡村生活质量、促进乡村旅游业发展，进一步推动乡村振兴战略的实施。

Recently, CCTV-1 aired the story of Nanshan Cattle-herding Village on “Homes in Beautiful China”. The narrative depicts how this village, located in the northern part of the Nanshan Scenic Area in Chongqing, achieved rural revitalization through the integration of agritourism, to foster a harmonious blend of rural and urban elements. Beyond narrating the evolution of a singular village, the story epitomizes the triumphant implementation of the rural revitalization strategy in Nanshan Cattle-herding Village. Rural revitalization stands as one of the vital tasks outlined in the report to 20th National Congress of the Communist Party of China. Its objective is to comprehensively rejuvenate rural industries, talents, culture, ecology, and organizations. As an integral component of the rural revitalization strategy, rural tourism plays a crucial role in fostering rural revival, agricultural development, and increasing farmers’ income and prosperity. Nanshan Cattle-herding Village, as an exemplary rural tourism demonstration village, aims to enhance the rural environment, elevate the quality of rural life, and promote rural tourism development through context-specific micro-renewal design. These efforts further drive the implementation of the rural revitalization strategy.

▼村头概览，village entrance overview © 日野摄影

设计背景
Design Background

“依南山北，临长江岸，芳草萋萋，翠林葱葱。晨观空谷云雾，暮赏农家炊烟。禅房通幽径，园林映繁花。呈田园野趣美景，伴钟鼓蛙鸣鸟音……”——放牛村赋

“By Nanshan’s northern side, where Yangtze’s waters flow, verdant grasses thrive, emerald woods a-show. at dawn, misty valleys enchant with their hue, and twilight reveals homesteads’ smoke anew.
Zen chambers on tranquil paths reside, gardens mirror flowers in a splendid stride. A rustic countryside’s charm unfolds, serene, with chimes, drums, frogs, and birds’ melodic scene…”.— Cattle-herding Village Ode

▼放牛村全貌，Fangniu Village overall view © 日野摄影

放牛村地处重庆市南山风景区北部，因村内有一巨石，形似牛，头向铁山坪，如骑牛放牧而得名。村内山体起伏，遍布各类植物，林木资源丰富，植被覆盖率高，自然生态环境良好。这里还有南山寺、古佛寺以及古树名木等历史文化资源。放牛村以花卉苗木和乡村旅游为主要产业，拥有多个休闲农业园区和民宿集群。

Nestled in the northern reaches of Nanshan Scenic Area in Chongqing, Cattle-herding Village derives its name from a remarkable boulder that resembles a grazing cattle, its head facing Tieshanping. With undulating terrain and a profusion of plant species, the village boasts rich forest resources and abundant vegetation, ensuring a thriving natural ecological environment. Historical and cultural assets like Nanshan Temple, Ancient Buddha Temple, and venerable trees further enrich the locale. Cattle-herding Village thrives on the pillars of horticulture, seedlings, and rural tourism, supported by several leisure agriculture zones and clusters of countryside accommodations.

▼俯瞰道路，top view of the roads © 日野摄影

设计深知只有立足于在地文化的更新改造，才能在这片土地生根发芽。为了进一步发展放牛村，提升乡村旅游的吸引力和竞争力，通过对放牛村在地文化、生态资源、产业结构的分析，设计将目光聚焦于人文艺术之上。希望以艺术和人文为核心，对在地元素进行再创作、再开发和再利用，将艺术与自然、文化与旅游相结合，打造一个独特而富有吸引力的乡村旅游目的地。以艺术作为未来旅游的驱动力，为乡村发展注入新的文化元素和活力。

The design is acutely aware that only by anchoring in the renewal and transformation of local culture can it truly take root and flourish in this land. To further develop Cattle-herding Village and enhance its allure and competitiveness in rural tourism, the focus has shifted towards the realm of humanistic arts. Through an analysis of Cattle-herding Village’s local culture, ecological resources, and industrial structure, the design concentrates on humanistic arts. The intention is to use art and humanities as the core, while engaging in re-creation, redevelopment, and reutilization of local elements, aiming to amalgamate art with nature, culture with tourism, thereby crafting a unique and enticing rural tourism destination. Art is poised to be the propellant of future tourism, which then infuses new cultural elements and vitality into rural development.

▼放牛村标牌，village brand sign © 日野摄影

设计思路
Design Thinking

设计以“艺术在南山，放牛也艺术”为主题，充分发挥文化铸魂、艺术赋能作用，采用现代的视觉语言重新描绘乡土背景，进行重要节点改造与形象提升，带来令人感到舒适的对比冲突和丰富变化，打造艺术世界和原乡生活无缝衔接的山野国际艺术村。

With the theme “Art in Nanshan, Even Cattle-herding is Art”, the design leverages the potent role of culture and empowers art. Employing a contemporary visual language, it re-imagines the local backdrop, and undertakes transformative interventions and image enhancements at key junctures. This approach generates comfortable contrasts and dynamic variations, culminating in the creation of the Hillside International Art Village—a seamless fusion of the artistic realm and authentic rural life.

▼路边的标识，brand sign by the street © 日野摄影

▼logo细部，detail of the logo © 日野摄影

在保护自然生态环境、延续村庄肌理特征、传承村庄文化资源的前提下，加入艺术的融合与创造，用微更新、轻介入的方式对放牛村基础设施进行艺术化的处理与新功能的叠加，在村庄中引入品牌形象、导视标识、文化氛围装置、功能配套设施、森林防火构筑物等内容，以点及面，全方位促进文旅品牌在乡村落地生根。

While safeguarding the natural ecological environment, preserving the village’s texture, and conserving its cultural resources, the integration and creation of art are introduced. Through micro-renewal and subtle interventions, a process is undertaken to infuse artistry into Cattle-herding Village’s infrastructure while adding new functionalities. The village is enriched with brand imagery, wayfinding signage, cultural ambiance installations, functional amenities, forest fire prevention structures, and more. By employing a holistic approach, this strategy comprehensively cultivates the establishment of a cultural and tourism brand within the village.

▼提示牌，informative signs © 日野摄影

品牌形象
Brand Image

为提升放牛村的知名度和美誉度，设计用具有强识别度的牛与文化、强设计感的独特造型和强视觉吸引的色彩碰撞，打造独特的放牛文化旅游品牌。将放牛村的“牛文化”与“三牛精神”作为核心，结合毕加索笔下的极简的表达，创作出具有国际审美的品牌形象。配色同样选用更具国际化、大胆鲜明的橙色，带给人活力、快乐的直观感受。以品牌形象为基础，衍生出具有放牛村特色的字体、图标设计，造型简约活力，兼备趣味性和艺术感。这些生动有趣的形象成为了村庄的标志，融入到乡间美景与乡村生活中。

▼牛文化品牌形象，cattle culture brand sign © 日野摄影

To elevate Cattle-herding Village’s prominence and reputation, the design crafts a unique bovine culture tourism brand with distinctive characteristics, utilizing highly recognizable bovine elements intertwined with culture, novel forms with strong design sensibilities, and vivid color contrasts for visual allure. Embracing the core of Cattle-herding Village’s “Cattle Culture” and “Spirit of the Three Oxen”, this approach, coupled with Picasso’s minimalist style, births a brand image resonating with international aesthetics. The chosen color palette features a bold and vibrant shade of orange, which provides an immediate sense of vitality and joy in an international context. Building upon this brand image, customized fonts and icon designs unique to Cattle-herding Village are derived. The designs are simple yet dynamic, imbued with whimsicality and artistic flair. These lively and engaging visuals become the village’s emblem, seamlessly blending into the rustic landscapes and rural life.

▼品牌形象近景，close-up of brand sign © 日野摄影

导视标识
Wayfinding Signage System

健全的导视标识系统能引导外来人员更好认识村子，也能从中领略到一个乡村独有的文化内涵，展现出一个有秩序、有文化、有内涵的新时代乡村形象。

▼标识系统，signature system © 十作设计

▼寻路牌，wayfinding sign © 十作设计

A comprehensive wayfinding signage system not only aids visitors in understanding the village but also provides insight into its unique cultural essence. It presents a well-organized, cultured, and meaningful portrayal of the village’s modern rural identity.

▼宣传板，billboard © 日野摄影

▼警示牌，caution signs © 日野摄影

设计将放牛村特色品牌形象运用到导视系统的提升中，结合平面视觉形象立体化处理，利用简洁的形态带来艺术、夸张的效果，营造更直观生动的视觉效果。以此打造包含总导览、入村须知牌、人行导视牌、警示牌、提示牌在内的一套完整的标识体系，满足使用功能的同时促进乡村旅游体验感，增强游客与放牛村的融合。

The design integrates the distinctive branding of Cattle-herding Village into the enhancement of the wayfinding system. By incorporating three-dimensional treatments into the flat visual identity, the design employs clean forms to evoke artistic and exaggerated effects, fostering a more vivid and immediate visual impact. This approach leads to the creation of a comprehensive signage system encompassing overall guides, village entry guidelines, pedestrian direction signs, caution signs, and informative signs. This holistic system serves both functional purposes and enhances the rural tourism experience, facilitating a seamless integration between visitors and Cattle-herding Village.

▼牛雕塑，cattle sculpture © 日野摄影

文化氛围
Cultural Atmosphere

为整体提升村内文化艺术氛围，设计用现代的视觉语言重新描绘乡土背景，创造令人感到舒适的对比冲突和丰富变化，让每一个角落都充满动人风景。以入口处的飘带串联放牛村主题，连接着历史、现在和未来，也具有喜庆、吉祥之意，营造入村仪式感。伫立在幸福广场的精神堡垒，用抽象化牛角的形象结合“三牛精神”传递放牛文化符号，造型也如同一把燃烧的火焰，象征积极向上的热情和蓬勃发展的生命力。

To elevate the overall cultural and artistic ambiance within the village, the design re-imagines the local backdrop through a contemporary visual language. It introduces comfortable contrasts, dynamic conflicts, and rich variations, to infuse every corner with captivating scenery that is both visually appealing and emotionally evocative. By using fluttering ribbons at the entrance, the design interconnects Cattle-herding Village’s theme, to bridge the past, present, and future. These ribbons not only carry celebratory and auspicious symbolism but also establish a ceremonial sense upon entering the village. Standing in the heart of Happiness Square is a spiritual fortress, where the abstract image of bull horns harmonizes with the “Spirit of the Three Oxen”, conveying the symbols of Cattle-herding culture. The form is akin to a blazing flame, embodying positive enthusiasm and the thriving vitality of growth.

▼抽象化牛角雕塑， the abstract image of bull horns © 日野摄影

▼造型如同一把燃烧的火焰，the form is akin to a blazing flame © 日野摄影

公交车站的设计融入“放牛”二字的拼音，独特的视觉冲击力带来更多趣味性与艺术性，为等车过程减少些许枯燥；道路上的道旗采用镂空处理，用框景的方式透过画框展现乡村美景，定格自然之美。

The design of the bus station incorporates the phonetic spelling of “Cattle-herding”, which brings a unique visual impact that adds playfulness and artistic flair, and reduces the monotony during waiting. The road banners, designed with hollowed-out techniques, offer a framed view of the rural scenery, capturing the beauty of nature in a still frame.

▼公交车站概览，overview of the bus station © 日野摄影

▼公交车站细部，close-up of the bus station © 日野摄影

设计巧妙运用放牛村生态自然、和谐宜居的环境与视觉元素描绘出一副美丽乡村画卷，增强大众和村民对环境的归属感、认同感、自豪感。行走在山林美景中，偶然瞥见不经意间的小惊喜，它们是自然的精灵，也是村落的精神内核。

The design skillfully employs the ecological and harmoniously livable environment of Cattle-herding Village, weaving visual elements to craft a picturesque rural tableau. This approach enhances the public’s and villagers’ sense of belonging, identity, and pride in their environment. Wandering amidst the scenic mountains and woods, one encounters unexpected moments of delight, like nature’s spirits and the very essence of the village itself.

▼融入自然的标识设计，Sign design weaved into nature © 日野摄影

森林防火构筑物
Forest Fire Prevention Structures

为保护乡村生态环境、助力乡村旅游发展，设计具有防火功能的多功能配套设施，既能安全存放森林防火物资、满足森林防火需求，又能为游客提供乡村互动体验的景观。合理利用村里公共开敞空间，可以用作便民商用和举办各种乡村文化活动，增强乡村社区的凝聚力；同时，美观实用的空间也能为游客提供更好的休闲娱乐场所，增强民众对村庄环境的认同感，丰富乡村游玩体验。

To safeguard the rural ecological environment and support rural tourism development, the design incorporates multifunctional facilities with fire prevention capabilities. These structures serve the dual purpose of securely storing forest fire prevention materials and meeting firefighting needs while also offering visitors a landscape for interactive rural experiences. By effectively utilizing the open public spaces within the village, they can be employed for convenient commercial purposes and hosting various rural cultural activities, thus enhancing the cohesion of the rural community. Simultaneously, aesthetically pleasing and functional spaces also serve as better leisure and entertainment venues for tourists, which strengthens the populace’s sense of identification with the village environment and enriches the overall rural leisure experience.

▼森林防火站，forest fire station © 日野摄影

放牛村微更新以艺术为支点，以地域文化为基础，通过发展文化艺术旅游，提供给游客独特的艺术体验和人文交流的机会，在山野美景中，打造出一处独特而富有魅力的乡村旅游目的地。

Leveraging art as its fulcrum and rooted in local culture, the micro-renewal in Cattle-herding Village center around the development of cultural and artistic tourism, which offers visitors distinctive art experiences and opportunities for cultural exchange. Amidst the scenic beauty of the countryside, it crafts a unique and captivating rural tourism destination.

▼总平面图，site plan

项目名称：重庆南山放牛村微更新
项目类型：品牌形象｜导视标识｜文化氛围装置｜功能配套设施｜森林防火构筑物
设计团队：10Design十作设计
摄影团队：日野摄影

Project Information
Project Name: Micro-renewal for Nanshan Cattle-herding Village, Chongqing
Project Type: Brand Identity | Wayfinding Signage | Cultural Ambiance Installations | Functional Amenities | Forest Fire Prevention Structures
Design Team: 10Design
Photography Team: HINO

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