Primary Residence Prif Swyddogaeth: Hunaniaeth Brand by Tianzhen Huang is a highly esteemed winner of the very prestigious 2022 Gwobr Haearn A' Design Award in Graffeg Competition Category.

HaearnGraffeg· 2022

Primary Residence Prif Swyddogaeth: Hunaniaeth Brand

by Tianzhen Huang

Client: Evleen

Gwobr Haearn A' Design Award Winner in Graffeg Category

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Verified Award Winner

Verify Award Status for #140254

View at A' Design Award Press Release Award Badge

Colors

The Design

About Primary Residence Prif Swyddogaeth: Hunaniaeth Brand

Testun Llyfr: Mae Primary Residence yn system hunaniaeth weledol ar gyfer brand amlddisgyblaethol. Dechreuodd y prosiect fel archwiliad teipograffeg sy'n cysylltu arddull mudiad Bauhaus â ffurfiau pensaernïol haniaethol. Seiliwyd y logo ar y nod Tsieineaidd Ju, sy'n golygu gofod byw, ac mae'n cynnwys tair streipen yn y lliwiau cynradd coch, melyn a glas. Mae'r enw Primary Residence yn cyfeirio at y lliwiau hyn yn ogystal ag ystyr cartref mewn oes o ynysu. Cymhwysir yr hunaniaeth i lyfryn, cerdyn busnes a phecyn deunydd ysgrifennu wedi'u hargraffu ar bapur gwead.

The Recognition

About the Gwobr Haearn A' Design Award

Mae Primary Residence Prif Swyddogaeth: Hunaniaeth Brand yn enillydd Gwobr Haearn A' Design Award, cydnabyddiaeth fawreddog a roddir i ddyluniadau da sydd yn bodloni'r gofynion proffesiynol a diwydiannol a ddisgwylir gan greadigaethau wedi'u dylunio'n dda. Mae enillwyr Haearn yn dangos medrusrwydd mawr, arbenigedd uchel, dealltwriaeth arbenigol a gallu creadigol eu crewyr. Disgwylir i Primary Residence Prif Swyddogaeth: Hunaniaeth Brand fod yn greadigaeth uchel ei bri, a edmygir ac a anwylir, sydd yn ymarferol ac yn arloesol. Mae'r dyluniad buddugol hwn o Wobr Haearn A' Design Award yn integreiddio arferion gorau'r diwydiant ac mae ganddo nodweddion technegol cymwys wedi'u cysylltu â gwybodaeth ymarferol a dawn. Parchir Primary Residence Prif Swyddogaeth: Hunaniaeth Brand am ei drylwyredd ac fe'i dyluniwyd i ddarparu gwelliannau ansawdd bywyd sydd yn helpu i wneud y byd yn lle gwell.

Behind the Design

Press Kit

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

Unique Properties: An identity system for a multidisciplinary brand that explores the relationship between the human condition and the meaning of home in an age of isolation. The project originally started as a typography exploration that connects the style of the Bauhaus Movement with abstract architectural forms. The classic red, blue and yellow primary color scheme of Bauhaus inspired us to name the project "Primary Residence", a double entendre alluding to the style of this project and the messages behind it.
Dimensions & Packaging: Main:1080px*1080px, the ration is 1:1
Tags: Brand Identity, Visual Communication, Logo design, VI design, Bauhaus
Production Technology: Will print on the textured paper that gives the prints the touch feeling.
Design Challenge: How to combine the elements and concepts from the Primary Residence type design with this brand logo. It takes a long time to make the exploration of transferring the design strategy from the Primary Residence type design to the logo. And also make an artful translation from Chinese characters.
Research: The research goal was to find a design solution for visualizing the embodies the architectural theme of this project. And develop the thinking of how to merge the concept from the original Primary Residence type design and logo design. To support an active print were developed including the brochure design, business card, and a custom stationery kit.
Inspiration: The idea of the logo comes from the Chinese character Ju, which stands for living space. The red, yellow, and blue primary colors are well integrated into different stories of the character, which embodies the architectural theme of this project.

The Chinese brand name of this project is Yuan Se Ju, which is an artful translation of Primary Residence, with the translated word primary also meaning primary colors in Chinese. Took the 3 primary color stripes from the Chinese character.
Project Duration: Started logo design in July 2021, finished in Feb 2022
Operation Flow: A visual design identity that takes the viewer to know this brand and the messages behind it.
Image Credits: Evleen Huang