Terark Design vizuální identity by Tong Wen

Terark Design vizuální identity by Tong Wen is a highly esteemed winner of the very prestigious 2020 Železná cena A' Design Award in Grafika Competition Category.

ŽelezoGrafika· 2020

Terark Design vizuální identity

by Tong Wen

Client: Tong Wen

Železná cena A' Design Award Winner in Grafika Category

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Verified Award Winner

Verify Award Status for #93931

View at A' Design Award Press Release Award Badge

Colors

The Design

About Terark Design vizuální identity

Terark je vizuální identita navržená pro technologickou společnost, která poskytuje služby zpracování velkých dat (big data). Design vychází z bodové matice kombinované s několika přechodovými barvami. Plynule propojené body vytvářejí písmeno T, první písmeno názvu společnosti. Byly vytvořeny různé barevné přechody, díky nimž lze identitu přizpůsobit mnoha způsobům použití. Pro tisk a další materiály byl také vytvořen vlastní font a bodový vzor. Identita byla použita na brožurách, výročních zprávách, visitkách a lahvích na vodu.

The Recognition

About the Železná cena A' Design Award

Terark Design vizuální 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 Terark Design vizuální 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. Terark Design vizuální 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: Terark is a tech company providing big data processing services. The mission of visual identity was to stand out Terark from all the competitors and demonstrate the business of the company. Finally, after iteration, the design concept was narrowed down to dot matrix with multiple kinds of gradient color. Smoothly connected dots form a shape of T, which represents the first letter of the company name. At the same time, multiple gradient shaders would be provided to customer, which enriches the use cases and also shows the business services could be expanded and beyond the expectation.
Dimensions & Packaging: Multiple design unites were created, which were in different sizes and on surfaces such as brochures, yearbooks, name cards and water bottles.
Tags: Technology, branding, identity, logo, font
Production Technology: Custom font was designed to suit in this case. Multiple gradient shaders were also provided. Moreover, a dot pattern was also delivered so that the customer could use it as the background in some print out or other materials.
Design Challenge: As the branding identity was aiming to look simple and modern, it was really hard to delivery a design which could stand out from all the competitors, because they usually look very similar. How to make it special and appealing was the biggest challenge.
Research: Several rounds of qualitative research were conducted to collect feedback, in order to ensure the delivery was perceivable and appealing. The final goal was to impress the future customers of Terark, so we also reached out to the potential customers to gain more insights.
Inspiration: Exploring various approaches and conducting user research are great ways of inspiration. Visually, an agreement with the client was made, which was simple and modern. The final design idea was enlightened by the movie The Matrix. Therefore, the brand identity should convey a combined feeling of sense of wonder and future technology, which exactly shows the spirit of Terark - creating a new world.
Project Duration: This project took 3 month from end to end. Main design part was done in San Francisco.
Operation Flow: First of all, brainstorming was a great way for generating multiple ideas at the beginning. However, leveraging various methods to merge ideas and evaluate ideas was difficult to some extent, which was crucial to the quality of final outcome. Therefore, the iteration of design usually took most effort in design process. Meanwhile, clients played an important role, because they could bring the insights to the specific industry. Listening to the clients was involved all the time, which ensured the final delivery met their expectation.