2024/5/27
The Blossom Chronicles
时光如流 书香永恒
BRANDING
图书馆十年品牌建设发展回忆
在香港中文大学(深圳)十年的辉煌历程中,时光如流,书香永恒。十年的岁月见证了无数学子的成长,也见证了知识的传承与创新。作为知识的港湾,图书馆承载着学术的力量和智慧的火花,成为学术探索和思维启迪的重要场所。从黄宜弘梁凤仪伉俪图书馆到大学图书馆,抚今追昔,让我们一起回顾这十年的奋斗与成就,并展望未来的发展。
In the glorious journey of The Chinese University of Hong Kong, Shenzhen, time flows while the essence of books endures. Over the past decade, this institution has nurtured countless students and fostered the advancement of knowledge. The Library, a beacon of wisdom, fuels academic exploration and intellectual enlightenment. From the Philip Wong Yu-hong & Anita Leung Fung-yee Library to the University Library, let us celebrate the achievements of the past and embrace the unfolding future.
香港中文大学(深圳)图书馆,作为一所专业的学术图书馆,在十年砥砺前行中不断认识到,每个读者对图书馆资源使用的需求都有其独特性。为了充分应对这些多元且个性化的需求,并加深读者对图书馆在学术研究和知识获取中核心地位的认知,我们逐渐意识到树立品牌特色的必要性。我们致力于构建一个既专业又温馨的品牌形象,借此传递图书馆的核心价值观和服务宗旨,以期在读者心中铸就强烈的认同感和归属感。这一专业的品牌形象不仅彰显了图书馆的专业水准和服务质量,更成为吸引读者、提升读者满意度和契合度的关键要素。此外,品牌建设更是推动图书馆创新发展的重要动力,激励我们不断探寻新颖的服务模式和技术手段,以灵活适应读者日益变化的需求。
The Library of CUHK-Shenzhen, as a professional academic library, has recognised over a decade that each library user has unique needs when it comes to utilising library resources. In response, we understand the importance of establishing a distinct brand that caters to these diverse and personalised needs while deepening library users' awareness of the Library's pivotal role in academic research and knowledge acquisition. We aim to create a professional and welcoming brand image that effectively communicates the Library's core values and service mission, fostering a strong sense of identity and belonging among library users. This professional brand image highlights the library's expertise and service quality and is crucial in attracting library users, enhancing their satisfaction, and increasing their engagement. Additionally, the brand building serves as a driving force for promoting innovation within the library, inspiring us to continuously explore new service models and technological advancements that can readily adapt to the ever-evolving needs of library users.
树立专业的品牌形象
Establishing a professional brand image
在互联网飞速发展的今天,图书馆网站不仅是展示图书馆风采的门户,更是品牌建设的重要一环。在建校最初的几年里,图书馆网站的设计风格以极致的简洁为核心,意在为读者提供一个直观且易操作的在线平台。然而,随着时间的推移,与大学整体的蓬勃发展和壮大同步,图书馆也经历了显著的蜕变与扩张。其核心服务范畴不断拓宽,藏书量迅速增加,各种数字化资源和服务也应运而生。
In today's rapidly evolving internet landscape, a library website serves as a gateway to showcase the library's excellence and plays a crucial role in brand building. During the initial years of its establishment, the library website focused on a clean and minimalist design, aiming to provide library users with an intuitive and user-friendly online platform. However, as time passed and the University experienced significant growth and expansion, the Library underwent a remarkable transformation. The scope of its core services expanded, the collection grew rapidly, and various digital resources and services emerged.
在这样的发展背景下,原先简洁的网站布局已难以全面展示图书馆所蕴含的丰富资源和提供的多样化服务。因此,自2018年大学图书馆新馆舍落成之际,图书馆网站设计便开始了持续性的更新与优化,以更好地适应不断增长的业务需求,并进一步提升图书馆作为知识殿堂的品牌形象。
In light of this developmental context, the original simplistic website layout struggled to showcase the Library's abundant resources and diverse services comprehensively. As a result, since the completion of the new library building in 2018, the website design has undergone continuous updates and optimisations to better adapt to the growing business demands and further enhance the Library's brand image as a knowledge centre.
例如为了提升读者体验,图书馆网站增设了独立的新闻和通知栏目,使其与活动汇总页面相区分,从而方便读者根据个人兴趣和需求查询最新的图书馆资讯。这一举措不仅提升了网站的信息呈现效率,也进一步强化了图书馆作为知识传播与交流中心的专业形象。
For example, to enhance the user experience, the website introduced a separate news and announcements section distinct from the events page. This allows library users to easily access the latest information based on their interests and needs. This initiative improves the efficiency of information presentation on the website and reinforces the Library's professional image as a hub for knowledge dissemination and exchange.
Library Website Homepage in 2018
Library Website Homepage in April 2024
在日常工作中,我们注意到许多读者对图书馆的专业服务了解不足,因此无法充分利用这些对科研和教学至关重要的资源。为了弥补这一信息鸿沟,自2020年起,图书馆策划并陆续推出了How-To系列动画短视频,系统地介绍了图书馆的各项基本服务及功能,涵盖电子资源的使用、互动空间的介绍、馆内设施及基础服务等,以期帮助读者更好地利用我们的服务。
In our day-to-day operations, we have observed that many library users have limited knowledge about the Library's professional services, which prevents them from fully maximising these vital resources for research and teaching. To address this information gap, we initiated a strategic plan in 2020 to develop and release animated short videos known as the "How-To" series. These videos are designed to introduce the Library's various essential services and features systematically. They cover topics such as accessing and utilising electronic resources, navigating interactive spaces, and understanding the library's facilities and foundational services. We aim to empower library users with the knowledge and skills to effectively utilise our services and resources.
在这些基础服务中,学科服务尤为突出,它是图书馆从传统向智慧转型的重要标志。学科服务旨在深化图书馆与各院系的合作,通过深入挖掘和整合学科资源,为师生提供一座连接“科研需求”与“教学保障”的桥梁,为他们的学术探索提供强有力的文献信息支持。为了更直观地展示学科服务的重要性和价值,图书馆品牌部于2022年推出了《走进真实的学科服务》系列报道。该系列由三位学生记者对在职的学科馆员进行一对一采访,并在最后一期中发布了《Welcome to the Subject Service at the Library of CUHK-Shenzhen》学科推广视频,从而加深了读者对图书馆专业服务的认知与了解,进一步树立了我们专业、高效、贴心的品牌形象。
Among these foundational services, subject services stand out as a crucial indicator of the Library's transformation from traditional to intelligent services. Subject services aim to deepen the collaboration between the Library and various Schools. By deeply exploring and integrating subject resources, they provide a bridge that connects research needs and teaching support, offering robust literature and information support for academic exploration. To visually demonstrate the importance and value of subject services, the Library's Branding and User Engagement Team launched the "走进真实的学科服务" series of reports in 2022. This series features one-on-one interviews conducted by three student journalists with subject librarians. The final instalment includes releasing the "Welcome to the Subject Service at the Library of CUHK-Shenzhen" promotional video, enhancing library users' understanding and awareness of the Library's professional services and further establishing our brand image as professional, efficient, and user-oriented.
Subject Service Promo Video Cover
拉近与读者的关系
Strengthening the Relationship with Library Users
自2015年起,尽管香港中文大学(深圳)图书馆在品牌塑造上尚未形成系统化、规模化的推进策略,但我们已经深刻认识到与读者建立紧密且积极互动关系的重要性。因此,在节日庆典或校内活动中,图书馆开展了如万圣节糖果派送,以及大学迎新时向读者分发图书馆手册,以此拉近与读者的距离,增进彼此间的情感连接。
Since 2015, although the Library of CUHK-Shenzhen has yet to establish a systematic and scalable branding strategy, we have recognised the importance of establishing a close and active interaction with library users. Therefore, during festive celebrations or campus events, the Library has organised activities such as Halloween candy distribution and distributing library handbooks to library users during university orientation. These initiatives aim to bridge the gap and foster emotional connections with library users.
随着大学的蓬勃发展和不断壮大,读者对图书馆的需求也日益增长。为了更好地满足这些需求,并进一步加深与读者之间的情感纽带,自2018年起,图书馆特别策划了年终读者答谢活动,以此表达对读者一年来支持与合作的深深感谢。此外,在年末至年初的这段时间,图书馆还举办了新年许愿活动,为忙于学业和工作的读者们提供一个释放压力、寄托希望的平台。这些活动逐渐形成了年末年始的系列活动品牌,成为图书馆的一张闪亮名片,深受读者喜爱。
As the University continues to flourish and grow, the demand for library services from library users has also increased. To better meet these needs and further deepen the emotional bond with library users, since 2018, the Library has been organising an annual library user appreciation event to express profound gratitude for the support and cooperation received throughout the year. Additionally, during the year-end to new-year period, the Library hosts a New Year's wishes activity, providing a platform for busy library users to relieve stress and express their hopes and aspirations. These activities have gradually formed a series of Year-End and New Year events, becoming a shining representation of the Library and greatly appreciated by library users.
礼步步的诞生
The Birth of Libro
在图书馆的某个角落,或是在公众号文章的插图里,你或许曾与一只紫色小龙不期而遇。它身披香港中文大学(深圳)的标志性紫色,正是图书馆的吉祥物——礼步步。它的出现,不仅为图书馆的日常增添了一抹亮色,更标志着图书馆品牌建设迈出了坚实的步伐。
You may have unexpectedly encountered a little purple dragon in the corner of the library building or through the illustrations in our WeChat posts. Meet Libro, the Library's mascot, adorned in the iconic purple colour of The Chinese University of Hong Kong, Shenzhen. Libro's presence adds a vibrant touch to the Library's daily activities and signifies a significant step in the library's brand development.
2021 Library Mascot Creative Contest Poster
2021年,我们意识到一个可爱、充满魅力的吉祥物能够极大地提升读者在图书馆活动中的参与度和认同感。因此,同年3月,我们面向全校读者发起了为期一个月的吉祥物创意征集大赛,寻找能够代表图书馆精神的创意形象。经过两轮严格的评审,最终采纳了校内师生的创意元素,由专业设计师精心设计和创作。2021年4月1日,承载着图书馆精神与愿景的礼步步正式亮相,以其独特的形象和魅力,为图书馆的每一项服务、每一次活动注入了新的活力。礼步步的出现,让每一位走进图书馆的读者都能感受到文化的温暖与魅力,使图书馆成为了一个更加生动、有趣的文化空间。
In 2021, we recognised the immense value of having a cute and charismatic mascot to enhance library users' engagement and sense of belonging in library activities. Thus, in March of that year, we launched a month-long mascot creative contest open to all library users across the university. The contest aimed to discover a creative image representing the library's spirit. After two rigorous evaluation rounds, the creative elements contributed by students and faculty members within the university were skillfully designed and crafted by professional designers. On April 1, 2021, Libro officially debuted, embodying the spirit and vision of the library. With its unique image and charm, Libro infuses new vitality into every service and activity within the library. Libro's presence allows every library user who walks through the doors to experience the warmth and allure of culture, transforming the library into a vibrant and enjoyable cultural space.
Library Mascot Libro
正如之前《图书馆十年读者活动变迁回忆》推文所述,自2022年起,图书馆读者品牌部对以往的读者活动进行了全面整合,并创立了包括年末年始系列活动在内的多个品牌活动,如书林漫步、Back2School和艺术无限·Art Infinity等。这些活动各具特色,但共同的目标都是向读者乃至社会公众展示图书馆的丰富资源与人文关怀。通过多部门的协同合作,这些品牌活动不仅将图书馆的资源与服务和活动形式更好地融合,还展现了图书馆在推动读者服务创新和文化传播方面的积极成果。未来,图书馆将继续举办更多高质量的品牌活动,为读者提供更加多元化、个性化的服务体验,为学术研究和文化交流搭建更加广阔的平台。
As mentioned in previous posts, starting in 2022, the Branding and User Engagement Team has undertaken a comprehensive integration of past user activities and established multiple brand events, including the Year-End and New Year series, such as "A Walk in the Books," "Back2School," and "Art Infinity." These activities each have their own unique features but share a common goal of showcasing the Library's abundant resources and humanistic care to library users and the general public. Through collaborative efforts across departments, these brand events effectively integrate the Library's resources, services, and activities, highlighting the Library's accomplishments in promoting innovative library user services and cultural dissemination. Looking ahead, the Library will continue to organise a diverse range of high-quality brand events, offering library users a personalised and enriching service experience while providing a broader platform for academic research and cultural exchange.
2023-2024 A WALK IN THE BOOKS | WORLD BOOK DAY Lecture
2024年品牌活动预告
Preview of Brand Events in 2024
值此建校十周年之际,图书馆在即将到来的2024至2025学年系列品牌活动主题中,将以传承与融合作为基调,展现中国传统文化与现代学术理念和美学艺术的和谐共生,体现“结合传统与现代,融会中国与西方”的办校理念。
On the occasion of the University's tenth anniversary, the Library is thrilled to announce a series of brand events for the upcoming 2024-2025 academic year. These exceptional events will revolve around the themes of heritage and integration, highlighting the harmonious coexistence of traditional Chinese culture, modern academic ideas, and aesthetic arts. These events reflect the university's philosophy of "combining tradition with modernity and bringing together China and the West."
艺术无限·Art Infinity
在即将于九月举行的艺术无限品牌活动中,图书馆将以“传承·融合——古今中西美学对话”的主题作为整个展览的核心。此次展览将不仅是深入探索自南宋至清初多民族文化的交融与共生,更会展示东方艺术特色在西方艺术作品中的独特呈现与进化轨迹。同时,展览还将聚焦西方艺术对中国现代美术的深远影响与启迪,引领观众跨越时空,领略不同文化背景下的艺术之美。
In the highly anticipated Art Infinity brand event, scheduled for September, the Library will explore the theme "Legacy and Fusion: Timeless Dialogues of Beauty between Ancient and Modern Chinese and Western Aesthetics." This extraordinary exhibition will delve deep into multicultural influences' intricate blending and symbiosis, spanning from the Southern Song Dynasty to the early Qing Dynasty. It will unveil the unique presentation and evolutionary trajectory of Eastern artistic characteristics within Western artworks. Moreover, the exhibition will pay homage to Western art's profound impact and inspiration on contemporary Chinese art, providing visitors with an opportunity to transcend time and space as they immerse themselves in the captivating beauty of art across diverse cultural contexts.
在本次展览中,图书馆将展出来自中西方的二十余幅著名绘画作品的高清复制品、中国传统文化与西方艺术的百余册馆藏图书,以及与香港中文大学和香港中文大学(深圳)有关的二十余册馆藏图书。
The exhibition will showcase meticulously crafted reproductions of over twenty renowned paintings from both Chinese and Western traditions. Additionally, it will feature an extensive collection of more than a hundred library resources that delve into Chinese traditional culture and Western art. Furthermore, the exhibition will proudly present over twenty library collections associated with The Chinese University of Hong Kong and The Chinese University of Hong Kong, Shenzhen.
我们希望通过此次展览,为观众带来一次跨越古今、中西的艺术之旅,让他们在欣赏美术作品的同时,也能感受到不同文化背景下的艺术魅力与智慧。
Through this remarkable exhibition, we aim to take the audience on an enchanting artistic journey that spans ancient and modern eras, seamlessly blending the essence of the East and the West. We hope that visitors will appreciate the exquisite artworks on display and immerse themselves in the alluring artistic charm and wisdom derived from diverse cultural backgrounds.
书林漫步·A Walk in the Books
在2024至2025学年的书林漫步系列活动中,图书馆将以古代神话为脉络,深入挖掘这些传奇故事在古代社会中扮演的关键宗教和文化角色,并揭示其在现代社会中依旧保持的深远影响力。
In the captivating "A Walk in the Books" series of events for the 2024-2025 academic year, the Library will explore ancient myths as its core theme. This enlightening journey will delve into the pivotal religious and cultural roles played by these legendary stories in ancient societies while shedding light on their enduring influence in modern society.
在展览期间,图书馆将精心策划一系列丰富多彩的活动。其中,主题书展将成为此次活动的核心,展示与古代神话紧密相关的经典著作,带领读者走进神秘的神话世界。此外,图书馆还将推出视听讲座、VR电影院以及主题讲座等多种形式的互动体验,让读者能够更全面地了解古代神话的发展历程以及在现代文化中的传承与创新。
During the exhibition, the Library will curate an array of vibrant activities. At the heart of the event, a themed book exhibition will take centre stage, showcasing classic works intricately intertwined with ancient myths, inviting library users to immerse themselves in the enigmatic realm of mythology. Furthermore, the Library will provide interactive experiences in various engaging forms, including audio-visual lectures, a mesmerising VR cinema, and thought-provoking thematic lectures. These offerings will provide library users with a comprehensive understanding of the development and legacy of ancient myths in contemporary culture.
通过这些活动,我们期望读者能够深刻认识到古代神话的持久魅力和多样性,领略其在不同历史时期所展现出的独特风采,进而更好地理解神话对人类社会和文化的深远影响。我们诚邀广大读者踊跃参与,共同探索古代神话的奥秘与魅力。
Through these captivating activities, we aim to deepen library users' appreciation for ancient myths' timeless allure and rich diversity. We invite them to embark on a journey of exploration, uncovering the unique splendour that unfolds across different historical periods. By doing so, we aim to foster a greater understanding of mythology's profound influence on human society and culture. We warmly invite all library users, urging them to actively participate and join us in unravelling ancient myths' mysteries and irresistible allure.
2023-2024 A WALK IN THE BOOKS
图书馆品牌建设工作如同航海者不断前行,未来将在知识的海洋中继续深耕细作。我们计划继续推出一系列多元化、互动性强的活动,与读者一同编织美好回忆,同时巧妙融入图书馆的学术资源与特色服务。品牌建设不仅是图书馆展现自身形象与文化的重要窗口,更是连接读者与知识世界的桥梁。我们将持续创新,通过新颖的服务形式,吸引更多读者踏入这片知识的殿堂,感受知识的力量和文化的魅力。在这个过程中,我们期望图书馆的资源与服务能潜移默化地为读者在学习、科研的道路上提供坚实的支持,携手共进,共同谱写出更加灿烂辉煌的篇章。
Library brand building is like a navigator charting a course, constantly moving forward to delve deeper into the vast ocean of knowledge. Our future endeavours will involve continuing diverse and interactive activities that create cherished memories for our library users. These activities will seamlessly integrate the library's academic resources and unique services. The brand building serves as an important window through which the library can showcase its image and culture while also acting as a bridge that connects library users to the world of knowledge. We are committed to ongoing innovation, attracting more library users to enter this realm of knowledge through fresh and engaging service formats, enabling them to experience the transformative power of knowledge and the captivating allure of culture. Throughout this journey, we aspire for the library's resources and services to silently and subtly support library users on their path of learning and research. Together, let us join hands and collaboratively compose a future chapter that shines with brilliance and glory.
正值建校十周年之际,让我们共同祝福香港中文大学(深圳)十岁生日快乐,一起感念过去的努力与付出,激励我们迈向更辉煌的未来。在这个十周年纪念系列中,让我们共同追寻知识的光芒,共享书香的魅力。让我们以图书馆为起点,书写更加出彩的明天!
As we celebrate the 10th anniversary of its establishment, let us come together and extend our warmest wishes to the Chinese University of Hong Kong, Shenzhen, on reaching this remarkable milestone. May we collectively reflect upon the past efforts and contributions, inspiring us to stride towards a brighter future. In this commemorative series, let us embark on a shared journey in pursuit of the illuminating power of knowledge and embrace the captivating allure of books. Let us begin with the Library of CUHK-Shenzhen as our starting point and script a more remarkable tomorrow together!
内容
CONTENTS
龚玮凡 | 图书馆
GONG Weifan | LIBRARY
编辑
EDITOR
龚玮凡 | 图书馆
GONG Weifan | LIBRARY
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