Dragonpass የምርት መለያ ማንነት by Mtc Brand Consultancy is a highly esteemed winner of the very prestigious 2023 A' Design Award የብር ሽልማት in የግራፊክስ፣ ሥዕላዊ መግለጫ እና ምስላዊ ግንኙነት ዲዛይን Competition Category.
ብርግራፊክ· 2023
Dragonpass የምርት መለያ ማንነት
Client: DragonPassCompanyLimited
A' Design Award የብር ሽልማት Winner in ግራፊክ Category
Verified Award Winner
Verify Award Status for #150900The Design
About Dragonpass የምርት መለያ ማንነት
ድራገንፓስ ለአባልነት ጥቅማጥቅሞች እና የጉዞ አገልግሎቶች አቅራቢ የተነደፈ የምርት መለያ ማንነት ነው። አዲሱ ምልክት የአስማት በትር ዱካን ከመጀመሪያው ፊደል D ጋር በማጣመር በበርካታ ልኬቶች የሚያቋርጥ ተለዋዋጭ ምልክት ይፈጥራል። የመጀመሪያው ቀይ የቀለም ስብስብ በሐምራዊ እና ተጨማሪ ቀለሞች የተስፋፋ ሲሆን ይህም ለማንነቱ የበለጠ ዘመናዊ ባህሪ ይሰጣል። ረዳት ግራፊክሶች በተለያዩ አጠቃቀሞች ላይ ተለዋዋጭነትን ይጨምራሉ። ቀለል ያለው የእይታ ስርዓት ያረጀውን አርማ በመተካት የበለጠ ዓለም አቀፍ የምርት መለያ ገጽታን ይደግፋል።
The Recognition
About the A' Design Award የብር ሽልማት
Dragonpass የምርት መለያ ማንነት የA' Design Award የብር ሽልማት አሸናፊ ነው፤ ይህም ለምርጥ ደረጃ፣ ውብ እና አስደናቂ ዲዛይኖች የሚሰጥ ያልተለመደ ከፍተኛ ክብር ያለው እውቅና ነው። የብር አሸናፊዎች የዲዛይነሮቻቸውን የላቀ ልምድ፣ ተሰጥኦ እና ጥልቅ ማስተዋል የሚያሳዩ እጅግ ብሩህ እና እጅግ ፈጠራ የተሞላባቸው ሥራዎች ናቸው። Dragonpass የምርት መለያ ማንነት እጅግ ሙያዊና ጥልቅ ፈጠራ የተሞላበት አስደናቂ ማሳያ ሥራ እንደሚሆን ይጠበቃል። ይህ የA' Design Award የብር ሽልማትን ያሸነፈ ዲዛይን የኪነ ጥበብ፣ የሳይንስ፣ የዲዛይን እና የቴክኖሎጂ ድንበሮችን የሚጠቅምና የሚያስፋፋ ትኩረት የሚስብ፣ የሚደነቅ ፈጠራ ነው። Dragonpass የምርት መለያ ማንነት ፍላጎትን የሚቀሰቅስ፣ በጎ ስሜት የሚያመጣ እና መደነቅንና መገረምን የሚያቀጣጥል በብዙዎች የሚቀኑበት ፈጠራ ነው።
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- As the world second largest and the No.1 Asia-Pacific membership benefit solutions service provider, DragonPass has encountered a new strategic transformation opportunity. However, its image has become traditional and aging over the past 17 years, requiring a brand image upgrade.This case uses global vision, diversity, vitality, and humanism as keywords. By redesigning the brand's symbols and extending graphics, activating the brand colors, it redefines and standardizes the DragonPass brand visual system.
- Tags
- VI reshape, travel, magician, color activation, interactivity
- Production Technology
- Based on the brand personality of Magician, the design team used the concept of magical wand trace and combined it with the initial letter "D" of DragonPass for the design. The new logo of DragonPass is dynamic, with magical wand trace crossing multiple dimensions, symbolizing that DragonPass will always bring surprises to it’s clients and users.In addition, the design team built upon the original red-dominated visual identity by adding elegant and fashionable colors like purple, making DragonPass even more attractive.
- Design Challenge
- The challenge in this case is to inherit and reshape the brand's original visual image, which must comply with the development of visual trends without completely deviating from the original impression. To achieve this, the design team refined and innovated elements based on DragonPass's original visual assets, aligning with the corporate culture and catering to popular aesthetic concepts. At the same time, they added a sense of freshness and appeal to the brand's visual image.
- Research
- As a global intelligent travel service platform, DragonPass takes quality travel as the core, has built a member service system covering travel, health, living, entertainment and other lifestyle scenes. In the field of airport lounges providers, it has been ranked the first in Asia Pacific and the second in the world in the global service network.
- Inspiration
- The original brand identity of DragonPass was a dragon emblem, which is an element of Eastern culture. As a global enterprise originating from China, DragonPass should have greater cultural inclusivity, and its brand image needs a more internationalized revamp.The design team, through co-creation with the company's management team, refined a new inspiring mission for DragonPass: "Going For New Aspirations." They also used the Magician archetype from the brand personality model as the basis for the brand image design.
- Project Duration
- The project began in Guangzhou in May 2022 and launched in Guangzhou in February 2023.
- Operation Flow
- The new VI reduces complexity and returns to a simple appeal, making it easier to be recognized and disseminated in all scenarios. It aligns with the global urban aesthetic trend, helping shape an international and upscale brand image while interpreting the concepts and visions of DragonPass.The auxiliary graphics have strong visual impact, adaptability, and flexibility, which enhance the overall visual effects. They also carry symbolic meanings such as "active", "enjoy", and "cheerful", serving as expressions of the brand's attitude and emotions.
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