Luliang Highland Vegetables Identitat de Marca by Tian Rui Ling Dong

Luliang Highland Vegetables Identitat de Marca by Tian Rui Ling Dong is a highly esteemed winner of the very prestigious 2024 A' Design Award de Ferro in Disseny Gràfic, Il·lustració i Comunicació Visual Competition Category.

FerroGràfic· 2024

Luliang Highland Vegetables Identitat de Marca

by Tian Rui Ling Dong

Client: Shandong Tianrui Smart Marketing Planning Co., Ltd

A' Design Award de Ferro Winner in Gràfic Category

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Verified Award Winner

Verify Award Status for #161048

View at A' Design Award Press Release Award Badge

Colors

The Design

About Luliang Highland Vegetables Identitat de Marca

Text del llibre: Luliang Highland Vegetables és una identitat de marca regional creada per a una zona de cultiu d'hortalisses d'altitud a la Xina. El logotip s'articula al voltant d'una imatge de medalla d'or, un símbol familiar de qualitat i excel·lència. Al centre visual hi ha un ocell que sosté una hortalissa amb el bec, inspirat en una dita local segons la qual només l'ocell sap si les hortalisses són bones. La llum, els ocells i les hortalisses conformen els principals elements gràfics. La identitat posa de relleu l'extensa àrea de cultiu, els mètodes de cultiu ecològics i l'entorn natural verge de la regió.

The Recognition

About the A' Design Award de Ferro

Luliang Highland Vegetables Identitat de Marca és un guanyador del guardó A' Design Award de Ferro, un reconeixement prestigiós concedit a bons dissenys que compleixen els requisits professionals i industrials esperats de creacions ben dissenyades. Els guanyadors de Ferro demostren una gran habilitat, una alta especialització, una comprensió experta i la capacitat creativa dels seus creadors. Es preveu que Luliang Highland Vegetables Identitat de Marca sigui una creació molt apreciada, admirada i estimada que és pràctica i innovadora. Aquest disseny guanyador del guardó A' Design Award de Ferro integra les millors pràctiques del sector i té característiques tècniques competents lligades al coneixement i al talent. Luliang Highland Vegetables Identitat de Marca és respectat per la seva minuciositat i està pensat per oferir millores en la qualitat de vida que ajuden a fer del món un lloc millor.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: For regional public brand identity newly designed for Luliang Highland Vegetables. The Gold Medal logo image is a key element symbolizing uniqueness and importance. The main object of the design is to accent its excellence in China highland vegetable industry, as well as its extensive cultivation area and leading stance in the market due to exceptional climatic conditions. This has earned the brand public recognition for maintaining the pristine ecology and delivering high quality vegetables.
Dimensions & Packaging: Luliang County central square outdoor advertising
Kunming Luliang County highway outdoor advertising
Size: 5.25X13.8 M
Tags: Logo, Gold Medal, Vegetable, Pristine, Compelling, Prominent
Production Technology: In the conceptual design phase, the project team engaged in extensive and intensive consultations to refine and establish the dominant visual elements of the logo design. These elements included symbolic textual and graphic elements such as light, birds, and vegetables. To accurately convey these elements, the team spent a lot of time in optimizing hundreds of prototypes and adjusting color combinations, in order to ensure that the finalized version of the gold medal image would be perceived the best in visual and textural appeal.
Design Challenge: Accurately proving the prominent stance in China highland vegetables and its ecological attributes are crucial for designing a logo for Luliang Highland Vegetables. By incorporating the gold medal symbol and the top production endorsement, along with elements of theater, personality, and interaction, the team enhanced the brand identity, fostered engagement with consumers, and improved communication.
Research: The design team spent months in conducting field work in Luliang, Yunnan, to gain a comprehensive understanding and enhance the core visual elements of the logo design. Throughout the research process, the members delved into the distinct climatic and topographical conditions, and analyzed the ecological cultivation practices adhered by local community. This not only underscored the importance of health and environmental sustainability but also provided valuable insights for the design process.
Inspiration: The Gold Medal, being associated as a symbol of excellence and high quality in culture and society, resonates with people's perception of the brand. The deep connection between Luliang Highland Vegetables and the values behind the Gold Medal has been crucial in gaining extensive recognition, serving as a source of inspiration for the design.
Project Duration: The design phase of the project commenced on 10 January 2023 and wrapped in June of the same year. The final product debuted and implemented on 16 October 2023, in Luliang County.
Operation Flow: An image of a bird holding a vegetable in its mouth, standing in the visual focus of the logo, was inspired by a local proverb in Luliang who knows if the vegetables are good or not, only the bird knows. This proverb suggests the adherence to the eco friendly principles of crop cultivation in the region and emphasizes the importance of personal taste experience in assessing food quality over external evaluations based solely on how it looks like. The pattern conveys a respect for the purity of nature and the pursuit for unprocessed state.
Team Members: Xun Gao，Yang Li
Image Credits: Xun Gao，Yang Li