Dragonpass Identidad sa Tatak by Mtc Brand Consultancy is a highly esteemed winner of the very prestigious 2023 A' Design Award nga Pilak in Disenyo sa Grapiks, Ilustrasyon ug Biswal nga Komunikasyon Competition Category.

PilakGrapiko· 2023

Dragonpass Identidad sa Tatak

by Mtc Brand Consultancy

Client: DragonPassCompanyLimited

A' Design Award nga Pilak Winner in Grapiko Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About Dragonpass Identidad sa Tatak

Ang Dragonpass usa ka identidad sa tatak nga gidisenyo alang sa usa ka tighatag og mga benepisyo sa pagkamiyembro ug mga serbisyo sa pagbiyahe. Ang bag-ong simbolo naghiusa sa agi sa usa ka mahikanhong baston uban sa unang letra nga D, nga nagporma og usa ka dinamikong marka nga milatas sa daghang dimensyon. Ang orihinal nga pula nga paleta gipalapdan uban sa purpura ug dugang pa nga mga tono aron mahatagan ang identidad og mas uso nga kinaiya. Ang mga tabang nga grapiko nagdugang og pleksibilidad sa lainlaing mga aplikasyon. Ang gipasimple nga biswal nga sistema mipuli sa usa ka karaan nga emblema ug nagsuporta sa usa ka mas internasyonal nga imahe sa tatak.

The Recognition

About the A' Design Award nga Pilak

Dragonpass Identidad sa Tatak usa ka mananaog sa A' Design Award nga Pilak, usa ka talagsaon kaayo nga prestihiyoso nga pag-ila nga gihatag sa labing taas nga lebel, matahom, ug makadani nga mga disenyo. Ang mga mananaog sa Pilak labihan ka hayag ug mamugnaon nga mga buhat nga nagpakita sa bantogan nga kahanas, talento, ug kamatngon sa ilang mga tigdesinyo. Gilauman nga ang Dragonpass Identidad sa Tatak mahimong talagsaon nga buhat nga ipasigarbo, dako ang pagkapropesyonal ug lawom ang kabag-ohan. Kini nga disenyo nga nakadaog og A' Design Award nga Pilak usa ka labihan ka mamatikdan, gihangaan nga imbento nga mapuslanon ug nagpalapad sa mga utlanan sa arte, siyensya, disenyo, ug teknolohiya. Dragonpass Identidad sa Tatak usa ka paglalang nga giinggit sa daghan, nga nagpukaw og mga tinguha, nagdala og positibo nga mga pagbati, ug nagsiga sa katingala ug paghangyo.

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.