FHG Brand Ettevõtte identiteet by PBB Creative Agency is a highly esteemed winner of the very prestigious 2021 Hõbeauhind A' Design Award in Graafika, illustratsiooni ja visuaalse kommunikatsiooni disain Competition Category.

HõbeGraafika· 2021

FHG Brand Ettevõtte identiteet

by PBB Creative Agency

Client: PBB Creative

Hõbeauhind A' Design Award Winner in Graafika Category

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Verified Award Winner
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Colors

The Design

About FHG Brand Ettevõtte identiteet

FHG Brand on ettevõtte identiteet, mis on loodud tahke oleku elektrokroomse klaasi tootjale. Logo moodustavad neli klaasikujulist kihti, mis ühinevad, luues tähed FH, mis pärinevad ettevõtte algsest nimest. Klaasitükkide läbipaistvus, kujud ja kihid peegeldavad toodete omadusi. Lameda ja kaasaegse märgi mulje jätab vaatajale kolmemõõtmelise tunde. Identiteet ehitati ka sisearhitektuurse installatsioonina, mille mõõtmed olid igas suunas umbes kolm meetrit, esitledes logo ja klaasitooteid koos.

The Recognition

About the Hõbeauhind A' Design Award

FHG Brand Ettevõtte identiteet on Hõbeauhinna A' Design Award võitja, ülimalt prestiižikas tunnustus, mis antakse tipptasemel, suurepärastele ja muljetavaldavatele disainidele. Hõbevõitjad on ülimalt säravad ja erakordselt loovad tööd, mis illustreerivad oma disainerite silmapaistvat kogemust, annet ja teravmeelsust. FHG Brand Ettevõtte identiteet peaks olema imeline, eeskujulik töö, mis on märkimisväärselt professionaalne ja sügavalt uuenduslik. See Hõbeauhinna A' Design Award võidudisain on väga tähelepanuväärne, imetletud leiutis, mis toob kasu ning nihutab kunsti, teaduse, disaini ja tehnoloogia piire. FHG Brand Ettevõtte identiteet on laialdaselt kadestatud looming, mis äratab soove, tekitab positiivseid tundeid ning süütab hämmastust ja imestust.

Behind the Design

Press Kit

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

Unique Properties: FH Group is the third largest all-base solid-state electrochromic glass manufacturer in the world. PBB designed a corporate identity using a combination of four layers of glass to form an FH. FH comes from the company’s original name Fan Hua, which in Chinese means Glorious City. While being a modern flat logo, it incorporates the initials FH into the design in a creative, simple and clear fashion. The colors were also carefully chosen to visually present company’s vision and culture.
Dimensions & Packaging: The logo and visual identity were adapted into real-life interior design installation of over 3m x 3m x 3m, presenting the visitors with a 3D representing of the logo. In addition to displaying the logo and brand strength, it is also a display of FH products.
Tags: Rebrand, Logo, Innovation, Graphic Design, Visual Identity, Interior Design
Production Technology: The corporate identity design was adapted into an interior design artwork, combining PBB's modern graphic design methodologies and FH Group cutting-edge solid-state electrochromic glass production technologies. This unique combinaison of creativity and technology delivers a glass architecture experience that transports visitors into a vibrant and colorful environment. This realization really shows the potential of a dedicated collaboration between client and agency.
Design Challenge: PBB wanted to represent FHG' products variety and communicate it into a simple artwork viewers could easily recognize and understand. As glass manufacturing is a traditional industry, the key challenge was to convince client to adopt a bolder design direction. Through several discussions, the client recognized the potential of the project and was brave enough to transcend the industry conservative culture.
Research: Through qualitative research and interviews with the client's sales people and top industry global clients, PBB discovered that the perception of global towards FHG and the Chinese glass manufacture industry was that it could deliver quality and low price product, but they were not recognized as global innovators. Therefore, the corporate identity used that insight to push a bold, innovative and modern design that would transcend the imagination of global clients and support B2B sales.
Inspiration: The key inspiration of this project comes from glass, the core product line of FH Group. The transparency, shapes and layers of glass pieces that form the logo reflect their product properties and functionality, but also depict the company’s vision to generate new technology and design new products. The logo offers a three dimension experience to the viewers, which hints a message that FH Group is evolving from a traditional industrial manufacturer into an innovative global company.
Project Duration: This collaboration lasted from April 2020 to March 2021. PBB received the initial client brief in April 2020 from the client which in located in Nantong, China. The Research and Analysis phase then started and was completed by July 2020. The Logo and Visual Identity were designed from August to October, 2020. The Application and Interior Design phase lasted between November, 2020 and March 2021. The locations production locations were Beijing and Nantong, in China.
Operation Flow: The first step of the workflow involve interaction between client and agency to fully understand the client's product line and the company vision. The second step was an industry analysis and creative research to bring technical concepts and creative direction together. The third step was the development of a creative direction, logo design and visual identity. The fourth step was to bring the visual identity to life through a collaboration with interior designers. The final steps was the implementation of the visual identity in the client's production facility and communication materials.
Patents: Trademark in registration process
Team Members: Agency: PBB Creative
Client: FHG

Team Members:
Julien Ranjard, Creative Direction
Joseph Chieng, Interior and Architecture Design
Katherine Yao, Law and IP Rights
Wei Wang, Art Direction
Liang Chen, Graphic Design
Shizi Han, Graphic Design
Lola Mechineau, Graphic Design
Zhanhong Huang, Graphic Design
Xizi Lisu, Account Management
Karen Gao, Project Management
Fan Tu, Research
Image Credits: All images and designs were created by PBB Creative