Designing BS99: Part 2 – Crafting the Podcast Visuals

After finalizing the logo, both Jing and I turned our focus to designing the 1500 x 1500 podcast cover for the newly launched series, BS99: The Briefing.

We knew this visual had to do more than just look good. It needed to embody the essence of the podcast: exploring human cognitive behavior and understanding how we navigate the AI-driven era while staying true to the values of humanity. At the same time, the design had to reflect the meaning behind the podcast’s unique Chinese name, 陈述.

The Meaning Behind 陈述 (Chen Shu)

“陈述” simply means briefing, interpretation, or conversation. But for me, it carries deeper significance. 陈 is my surname, and I recently discovered an ancient 甲骨文 (oracle bone script) version of it online (see the red character above). If you know when oracle bone script was used, you’ll understand just how ancient my family (name) is. 🙂 

Meanwhile, 述 appears in 篆文 (seal script, see the black character above), which, while younger than oracle bone script, still carries a rich history. Together, 陈述 perfectly encapsulates the idea of briefing, dialogue, and conversation.

Chinese characters are 象形文字 (pictographic script). When I looked at 陈 and 述, I couldn’t help but wonder:  don’t they resemble a group of people talking and listening?  This became the foundation of our design challenge: how to incorporate all these elements into a simple yet meaningful visual.

From AI to Human Creativity

This time, Jing took the lead in conceptualizing the design, using various AI tools to set the initial tone. She explored different possibilities and eventually landed on a microphone with a yellow and white background. At that moment, we both knew, it was time to drop AI again and rely on our own creativity. How similar to the design process of the BS99 logo! 

As always, our discussions unfolded over WeChat, exchanging ideas, refining details, and shaping the design vision. Then, on the evening of February 18th, something unexpected happened, I realized I could verbally describe the final design (what I envisioned and hoped to creat). This was a big moment for me because it meant we were close.

The Final Design

Here’s what we created:

• The Chinese characters 陈 and 述 are blended into the design through pixelization, dots connecting across the artwork, symbolizing the flow of ideas (connecting the dots, literally!).
• Chen and the microphone are seamlessly integrated. You can even see how part of the 陈 character becomes an abstract shadow of the microphone, subtly hinting that I will be the host and moderator of the podcast.
• Shu and the BS99 logo are intertwined, reinforcing the connection between the podcast’s purpose and the broader BS99 vision.

Throughout this process, Jing provided incredible aesthetic guidance. She is truly a gifted designer. At one point, however, she praised my “good design sense.” I humbly accept the compliment, though I’m still an engineer, I deeply believe that having a sense of beauty and storytelling is essential for human beings, especially in an era dominated by AI.