Gua Gua Xing Qiu Brand Identity af Sxdesign er en højt anset vinder af den meget prestigefyldte 2024 A' Design Award i Jern i konkurrencekategorien Grafik, Illustration og Visuel Kommunikationsdesign.
JernGrafik· 2024
Gua Gua Xing Qiu Brand Identity
af Sxdesign
Klient: Guangxi Welfare Lottery Issue Center
Vinder af A' Design Award i Jern i kategorien Grafik
Verificeret Prisvinder
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Om Gua Gua Xing Qiu Brand Identity
Gua Gua Xing Qiu er en brandidentitet skabt til promoveringsaktiviteter for instant scratch-off lotteri i Kina. Ordmærket reducerer streger og justerer strukturen af kinesiske tegn, så læsbarheden bevares, mens der ved nærmere eftersyn opstår en følelse af overraskelse. Grafikken følger logoets geometriske sprog og udtrykker på abstrakt vis skrabefeltet på en lodseddel. Trykningen anvender teknikker af høj kvalitet på genanvendelige materialer. Det samlede visuelle system portrætterer en sjov skrabelotteri-verden for unge spillere.
Anerkendelsen
Om A' Design Award i Jern
Gua Gua Xing Qiu Brand Identity er vinder af A' Design Award i Jern, en prestigefyldt anerkendelse, der tildeles gode designs, som opfylder de professionelle og industrielle krav, man forventer af veldesignede skabelser. Jernvinderne viser stor dygtighed, høj specialisering, ekspertforståelse og kreativ kapacitet hos deres skabere. Gua Gua Xing Qiu Brand Identity forventes at være en højt estimeret, beundret og kær skabelse, der er praktisk og innovativ. Dette design, der har vundet A' Design Award i Jern, integrerer branchens bedste praksis og har kompetente tekniske egenskaber knyttet til knowhow og talent. Gua Gua Xing Qiu Brand Identity respekteres for sin grundighed og er designet til at levere forbedringer af livskvaliteten, der er med til at gøre verden til et bedre sted.
Bag Designet
Pressemappe
Credits, teammedlemmer og tekniske detaljer leveret af designeren.
- Unikke Egenskaber
- While ensuring readability, by reducing strokes and changing the structure appropriately, the wordmark gives people an unfamiliar sense of amazement and fun after they recognize Chinese characters and look further. The patterns follow the geometric design language of logo and expresses the appearance of scratching area of lottery abstractly. The whole visual system together portrays a scratch-off world that radiates fun and surprises that people are looking forward to exploring and unveiling.
- Dimensioner & Emballage
- The minimum recommended size of the logo is 12 mm for physical printing and 100 px for digital display, and in addition, the design contains detailed requirements for the safe area of the logo and the combination of the individual elements.
- Tags
- Brand identity, Chinese, Instant lottery, Fun, Youthful, Activities offline
- Produktionsteknologi
- GuaGuaXingQiu's minimalist and recognizable design conveys youthful vitality and fun. The materials are produced using sustainable materials to ensure that every entity of the brand is environmentally friendly. The precise execution of high-quality printing techniques on recyclable substrates reflects the brand's commitment to environmental responsibility and the eco-friendly and philanthropic attributes of the welfare lottery industry.
- Designudfordring
- For a long time, the strategy of China's lottery promotional activities has been centered on prize-winning and public welfare. It was a big challenge for the designer to change the client's strategy to focus on fun through practical and reliable data analysis and comprehensive design. It was also a challenge to convey the concept accurately, appeal to young people and avoid under-ageing (minors are not allowed to buy lottery tickets in China).
- Forskning
- Through data analysis, researchers found that today's Chinese lottery players pay more attention to fun and socializing when purchasing lottery tickets than winning. As a result, a plan was developed to give the lottery a new label by creating a new brand with a fun, youthful theme. Further, the research found that the fun of buying lottery tickets comes from the excitement of chasing change, which became the core concept that ties the whole design together.
- Inspiration
- To solve Chinese lottery industry's difficulties in attracting youngsters, by studying language habits and social preferences of people, project creates a new brand for China welfare lottery's instant ticket promotion activities. The design deconstructs the excitement of seeking changes in dull life, which is the source of lottery's fun. With the visual system, designers build a world of fun and surprises for young players, and make scratching lotteries a new social currency for them.
- Projektvarighed
- The project started in March 2023 in Beijing and finished in October 2023 in Beijing.
- Driftsflow
- The brand "Gua Gua Xing Qiu (Scratch-off Planet)" will mainly serve as offline activity zone, hosting the welfare lottery's offline activities and centralizing the focus of them. In designers' visions, the new brand may build a group of young lottery players who regard scratching lottery as a new social trend, which is adapted to the context of contemporary Chinese Internet culture, and make scratching lottery tickets a topic of young culture.
- Teammedlemmer
- Xiao Xiao
Pan Li
Huang Hao
Chen Xu
Dr. Zhang Rong
Wu Fangbo
Hao Qian
Zhou Qian
Tian Jianing
Lin Hongnan
Liu Beibei
Ai Yangyu
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