The key visual poster of the 35th China Golden Rooster Awards uses flowing lines of energy to draw a golden rooster with its head held high. The layers of light and shadow are clearly defined, and solid and void forms blend into one another. The design is fresh and makes the theme of the Golden Rooster Awards immediately clear. The flowing lines outline the rooster striding forward, expressing both the continuity of the Golden Rooster Awards and the growth of the film industry. The poster is bright and warm in tone, set against a pale, sea-blue background that reflects the coastal character of Xiamen, the host city, while keeping the rooster at the centre. It conveys the spirit the Golden Rooster Awards bring to the seaside city of Xiamen, and Xiamen's role in carrying the bright future of the film industry.