Maomen gives birth to purple energy, and the year of the rabbit heralds the new year. On December 22, China Central Radio and Television’s “2023 Spring Festival Gala” officially released the official logo and mascot image “Rabbit Yuanyuan” with the theme of “Prosperous New Era China, Changing and Better Life”.
What does the mascot of the Spring Festival Gala for the Year of the Rabbit look like in your mind? After gathering the preferences of countless audiences and conducting systematic and detailed big data research portraits, the cute and soft “Rabbit Yuanyuan” was born! Lively and cute, big bright eyes, oriental expression of “animism”… This is the first Spring Festival Gala mascot IP in the 40-year history of the Spring Festival Gala to complete the original formula through Internet big data analysis. 门紫，兔年报。12月22日，中国中央广播电视总台2023年春节联欢晚会正式发布了以“盛世新时代中国，生活日新月异”为主题的官方logo和吉祥物“兔圆”。
你心中的兔年春晚吉祥物是什么？在收集了无数观众的喜爱倾向和系统细致的大数据研究画像后，萌萌的软“兔圆”诞生了！活泼萌萌的状态，明亮的眼睛，东方人“万物有灵”的表情…这是春晚40年历史中，第一个通过互联网大数据分析完成原创公式的总台春晚吉祥物IP。
伴随着“兔圆”的，还有2023年春晚的主视觉logo。从“兔圆”向上跃起的姿势固定下来，同时又是书法草书“毛”字的奇幻变体。整体设计充满了奋进新征程的气势和充满灵动优雅的力量，展现了同样是彩绘的汉字的独特美感，将“龟毛兔年”的寓意和希望演绎成无限的寓意。
取“安徽模范鼠兔”之意
《兔子圆》=中国科学故事+中国传统文化
吉祥物“兔元元”不仅凝聚了全网观众对大数据研究的喜好和期待，更蕴含了传统文化中生肖兔的寓意和美感，创造性地呈现了中国科学家的科研成果。
“安徽鼠兔”是迄今为止世界上发现的最早的兔形动物，生活在6200万年前的古新世早期。由中国科学院古脊椎动物与古人类研究所李传魁先生发现并命名，化石现藏中国古生物博物馆。李传魁等老一辈古生物学家带领研究团队在祖国的山山水水上跑了几十年，一步一步地填补了一个又一个空白，使我国拥有了近乎完整的兔类进化化石证据。“兔圆”标志性的四颗门牙取自“安徽模式鼠兔”化石生态修复图像的典型特征。专家表示，春晚吉祥物“兔圆”，不仅是传统文化意义上的生肖兔，更是凝聚了中国科学家精神的中华大白兔“始祖”。
色彩探索，传统色彩
草书也是画的，瑞图的书法“毛”是不真实的。
《兔圆》的正文里，不仅充满了广大观众的喜好和期待，更有艺术家们的创新理念。
吉祥物“兔圆”造型设计由总设计师美术馆馆长陈先生和春晚视觉设计团队历时4个月完成。整个形象在中国大白兔基本特征的基础上，融入了中国传统工笔画的审美风格，并通过3D建模技术完成。竖着的耳朵，微微抬起的头，挺起的胸膛，无不显示出奋进的精神。
一块吉祥红，兔子草书。作为中国探月工程和中国行星探测工程的标志设计者，2023年春晚标志总设计师顾永江，结合吉祥物“兔圆”的手势，定格向上跃起的瞬间，从中国书法艺术的草书形象中幻化出一个全新的“毛”字，在寂静中诞生——毛字如开门，兔形向上跃起，毛兔跃上春门，新年将至。
至于春晚吉祥物、logo等主要视觉符号的色彩选择，2023年春晚的色彩体系和配色标准由中央美术学院设计学院教授费俊和春晚视觉设计团队共同打造。中国人向来热爱“师法自然”。古人认为绿、红、黄、白、黑等天然材料制成的颜色为纯色，所谓“色只有五种，五色之变无以伦比”。2023春晚的色彩理念，以中国传统色系为基础，以正色为经，间接色为纬，追求传统文化中柔和、淡雅、丰富的色调，编织春晚色彩体系的传承与创新之美。
随着吉祥物形象和春晚logo的正式发布，春晚的大幕渐行渐近。带着历史信息和现代气息，“兔圆”将于除夕夜在中国中央广播电视总台“2023兔年桂茂春晚”的舞台上向您拜年！
Along with “Rabbit Yuanyuan”, there is also the main visual logo of the 2023 Spring Festival Gala. It is fixed from the upward posture of “Rabbit Yuanyuan”, and at the same time it is an illusion variant of the cursive calligraphy “Mao”. It highlights the unique beauty of Chinese characters as well as calligraphy and painting, and interprets the implication and hope of “the Year of the Rabbit leaping forward” with endless meaning.
Means “Anhui model pika”
“Rabbit Yuanyuan” = Chinese science story + Chinese traditional culture
The mascot “Rabbit Yuanyuan” not only embodies the preferences and expectations of audiences across the Internet based on big data research, but also embodies the connotations and aesthetics of the Chinese zodiac rabbit in traditional culture, and also creatively presents the scientific research achievements of Chinese scientists.
“Anhui model pika” is the earliest rabbit-shaped animal discovered so far in the world, and it lived in the early Paleocene 62 million years ago. It was discovered and named by Mr. Li Chuankui of the Institute of Vertebrate Paleontology and Paleoanthropology, Chinese Academy of Sciences. The fossil is now collected in the Chinese Museum of Paleozoology. The older generation of paleontologists such as Li Chuankui led a scientific research team to run on the mountains, rivers and Gobi of the motherland for decades, filling in the gaps step by step, so that our country has almost complete fossil evidence of rabbit evolution. The iconic four incisors of “Rabbit Yuanyuan” are taken from the typical characteristics of the fossil ecological restoration image of “Anhui pika”. Experts said that the mascot of the Spring Festival Gala “Rabbit Yuanyuan” is not only the zodiac rabbit in the traditional cultural sense, but also the “ancestor” of the Chinese white rabbit that embodies the spirit of Chinese scientists.
Color Finding Traditional Colors
Cursive script is also calligraphy and painting, and Ruitu transforms the calligraphy “Mao” character
“Rabbit Yuanyuan” is not only filled with the preferences and expectations of the audience, but also gathers the innovative ideas of the artists.
The shape design of the mascot “Rabbit Yuanyuan” was completed by the chief designer, Mr. Chen Xiangbo, director of Guan Shanyue Art Museum, and the visual design team of the Spring Festival Gala, which took 4 months to complete. Based on the basic characteristics of the Chinese white rabbit, the overall image incorporates the aesthetic style of traditional Chinese meticulous brushwork, and is completed using 3D modeling technology. The upright ears, slightly raised head, and straightened chest all show the spirit of forging ahead.
A piece of auspicious red, auspicious rabbit into cursive script. As the logo designer of the Chinese Lunar Exploration Project and the Chinese Planetary Exploration Project, Gu Yongjiang, the chief designer of the logo for the 2023 Spring Festival Gala, combined the gesture of the mascot “Rabbit Yuanyuan” to freeze the moment of leaping upwards, from the cursive imagery of Chinese calligraphy art, A brand-new “Mao” character is transformed into a dynamic posture in the stillness – the character “Mao” is like the shape of an open door, the shape of a rabbit leaps upwards, and the rabbit leaps open the door of spring.
In terms of the color selection of the main visual symbols such as the mascot and the Spring Festival Gala logo, the color system and color matching standards of the 2023 Spring Festival Gala at the main station were constructed by Fei Jun, a professor at the School of Design of the Central Academy of Fine Arts, and the Spring Festival Gala visual design team. The Chinese have always liked to “take the law from nature”. The ancients believed that the colors blue, red, yellow, white, and black that could only be made from natural materials were pure colors. The color concept of the 2023 Spring Festival Gala is built on the basis of the traditional Chinese color system, with positive colors as the warp and intermediate colors as the weft, pursuing the soft, elegant and rich color tone in traditional culture, and weaving the beauty of inheritance and innovation of the color system of the Spring Festival Gala.
With the official announcement of the mascot image and the logo of the Spring Festival Gala, the curtain of the Spring Festival Gala is gradually approaching. “Rabbit Yuanyuan”, which is full of historical information and full of modern flavor, will wish you New Year’s greetings on the stage of China Central Radio and Television’s “2023 Guimao Year of the Rabbit Spring Festival Gala” on the eve of the New Year’s Eve when we bid farewell to the old and welcome the new!