Gua Gua Xing Qiu Handelsmerkidentiteit by Sxdesign is a highly esteemed winner of the very prestigious 2024 A' Design Award in Yster in Grafika-, Illustrasie- en Visuele Kommunikasie-ontwerp Competition Category.
YsterGrafika· 2024
Gua Gua Xing Qiu Handelsmerkidentiteit
by Sxdesign
Client: Guangxi Welfare Lottery Issue Center
A' Design Award in Yster Winner in Grafika Category
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- Verified Award Winner
- Verify Award Status for #155947
The Design
About Gua Gua Xing Qiu Handelsmerkidentiteit
Gua Gua Xing Qiu is 'n handelsmerkidentiteit wat geskep is vir loterypromosie-aktiwiteite met kits-krapkaartjies in China. Die woordmerk verminder penseelstrepe en pas die struktuur van Chinese karakters aan, sodat leesbaarheid behoue bly terwyl 'n gevoel van verrassing by nadere beskouing na vore kom. Die grafika volg die geometriese taal van die logo en druk die kraparea van 'n lotoryskaartjie op 'n abstrakte wyse uit. Drukwerk maak gebruik van hoëgehalte-tegnieke op herwinbare substrate. Die volledige visuele sisteem beeld 'n pretvolle krapkaartjiewêreld vir jong spelers uit.
The Recognition
About the A' Design Award in Yster
Gua Gua Xing Qiu Handelsmerkidentiteit is 'n wenner van die A' Design Award in Yster, 'n prestigieuse erkenning wat toegeken word aan goeie ontwerpe wat voldoen aan die professionele en industriële vereistes wat van goed ontwerpte skeppings verwag word. Wenners in Yster toon groot vaardigheid, hoë spesialisasie, kundige begrip en die kreatiewe vermoë van hul skeppers. Daar word verwag dat Gua Gua Xing Qiu Handelsmerkidentiteit 'n hoog aangeskrewe, bewonderde en gekoesterde skepping is wat prakties en innoverend is. Hierdie ontwerp wat die A' Design Award in Yster gewen het, integreer die beste praktyke in die bedryf en het bekwame tegniese kenmerke gekoppel aan kundigheid en talent. Gua Gua Xing Qiu Handelsmerkidentiteit word gerespekteer vir sy deeglikheid en is ontwerp om verbeterings in lewensgehalte te bied wat help om die wêreld 'n beter plek te maak.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- While ensuring readability, by reducing strokes and changing the structure appropriately, the wordmark gives people an unfamiliar sense of amazement and fun after they recognize Chinese characters and look further. The patterns follow the geometric design language of logo and expresses the appearance of scratching area of lottery abstractly. The whole visual system together portrays a scratch-off world that radiates fun and surprises that people are looking forward to exploring and unveiling.
- Dimensions & Packaging
- The minimum recommended size of the logo is 12 mm for physical printing and 100 px for digital display, and in addition, the design contains detailed requirements for the safe area of the logo and the combination of the individual elements.
- Tags
- Brand identity, Chinese, Instant lottery, Fun, Youthful, Activities offline
- Production Technology
- GuaGuaXingQiu's minimalist and recognizable design conveys youthful vitality and fun. The materials are produced using sustainable materials to ensure that every entity of the brand is environmentally friendly. The precise execution of high-quality printing techniques on recyclable substrates reflects the brand's commitment to environmental responsibility and the eco-friendly and philanthropic attributes of the welfare lottery industry.
- Design Challenge
- For a long time, the strategy of China's lottery promotional activities has been centered on prize-winning and public welfare. It was a big challenge for the designer to change the client's strategy to focus on fun through practical and reliable data analysis and comprehensive design. It was also a challenge to convey the concept accurately, appeal to young people and avoid under-ageing (minors are not allowed to buy lottery tickets in China).
- Research
- Through data analysis, researchers found that today's Chinese lottery players pay more attention to fun and socializing when purchasing lottery tickets than winning. As a result, a plan was developed to give the lottery a new label by creating a new brand with a fun, youthful theme. Further, the research found that the fun of buying lottery tickets comes from the excitement of chasing change, which became the core concept that ties the whole design together.
- Inspiration
- To solve Chinese lottery industry's difficulties in attracting youngsters, by studying language habits and social preferences of people, project creates a new brand for China welfare lottery's instant ticket promotion activities. The design deconstructs the excitement of seeking changes in dull life, which is the source of lottery's fun. With the visual system, designers build a world of fun and surprises for young players, and make scratching lotteries a new social currency for them.
- Project Duration
- The project started in March 2023 in Beijing and finished in October 2023 in Beijing.
- Operation Flow
- The brand "Gua Gua Xing Qiu (Scratch-off Planet)" will mainly serve as offline activity zone, hosting the welfare lottery's offline activities and centralizing the focus of them. In designers' visions, the new brand may build a group of young lottery players who regard scratching lottery as a new social trend, which is adapted to the context of contemporary Chinese Internet culture, and make scratching lottery tickets a topic of young culture.
- Team Members
- Xiao Xiao
Pan Li
Huang Hao
Chen Xu
Dr. Zhang Rong
Wu Fangbo
Hao Qian
Zhou Qian
Tian Jianing
Lin Hongnan
Liu Beibei
Ai Yangyu
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