Luliang Highland Vegetables Značka identity by Tian Rui Ling Dong

Luliang Highland Vegetables Značka identity by Tian Rui Ling Dong is a highly esteemed winner of the very prestigious 2024 Železná cena A' Design Award in Grafika Competition Category.

ŽelezoGrafika· 2024

Luliang Highland Vegetables Značka identity

by Tian Rui Ling Dong

Client: Shandong Tianrui Smart Marketing Planning Co., Ltd

Železná cena A' Design Award Winner in Grafika 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 Značka identity

Book Text: Luliang Highland Vegetables je regionální značková identita vytvořená pro oblast pěstování vysokohorské zeleniny v Číně. Logo je postaveno kolem obrazu zlaté medaile, důvěrně známého symbolu kvality a excelence. Ve vizuálním středu stojí pták držící v zobáku zeleninu, inspirovaný místním rčením, že pouze pták ví, zda je zelenina dobrá. Světlo, ptáci a zelenina tvoří hlavní grafické prvky. Identita zdůrazňuje rozsáhlou pěstitelskou oblast, ekologické metody pěstování a nedotčené přírodní prostředí regionu.

The Recognition

About the Železná cena A' Design Award

Luliang Highland Vegetables Značka identity je vítězem Železné ceny A' Design Award, prestižního uznání udělovaného dobrým designům, které splňují profesní a průmyslové požadavky očekávané od dobře navržených výtvorů. Železní vítězové prokazují velké dovednosti, vysokou specializaci, odborné porozumění a tvůrčí kapacitu svých tvůrců. Očekává se, že Luliang Highland Vegetables Značka identity bude vysoce ceněným, obdivovaným a oblíbeným výtvorem, který je praktický a inovativní. Tento design, který získal Železnou cenu A' Design Award, integruje osvědčené postupy odvětví a má kompetentní technické vlastnosti spojené s know-how a talentem. Luliang Highland Vegetables Značka identity je vážen pro svou důkladnost a je navržen tak, aby poskytoval zlepšení kvality života, která pomáhají činit svět lepším místem.

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