Luliang Highland Vegetables هویت برند by Tian Rui Ling Dong is a highly esteemed winner of the very prestigious 2024 جایزه آهنی A' Design Award in طراحی گرافیک، تصویرسازی و ارتباطات بصری Competition Category.
آهنگرافیک· 2024
Luliang Highland Vegetables هویت برند
Client: Shandong Tianrui Smart Marketing Planning Co., Ltd
جایزه آهنی A' Design Award Winner in گرافیک Category
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- Verified Award Winner
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The Design
About Luliang Highland Vegetables هویت برند
لولیانگ های‌لند وجیتبلز (Luliang Highland Vegetables) یک هویت برند منطقه‌ای است که برای یک منطقه‌ی کشت سبزیجات کوهستانی در چین طراحی شده است. لوگو حول محور تصویری از یک مدال طلا شکل گرفته که نمادی آشنا برای کیفیت و برتری است. در مرکز بصری اثر، پرنده‌ای دیده می‌شود که سبزی‌ای را در منقار خود گرفته است؛ ایده‌ای برگرفته از یک ضرب‌المثل محلی که می‌گوید تنها پرنده است که می‌داند کدام سبزی خوب است. نور، پرنده و سبزیجات عناصر گرافیکی اصلی این طراحی را تشکیل می‌دهند. این هویت بصری بر وسعت زمین‌های کشاورزی، روش‌های کشت اکولوژیک و طبیعت بکر و دست‌نخورده‌ی این منطقه تأکید دارد.
The Recognition
About the جایزه آهنی A' Design Award
Luliang Highland Vegetables هویت برند برنده جایزه آهنی A' Design Award است، شناختی معتبر که به طراحی‌های خوبی اعطا می‌شود که الزامات حرفه‌ای و صنعتی مورد انتظار از آفرینش‌های خوب طراحی‌شده را برآورده می‌کنند. برندگان آهن مهارت بزرگ، تخصص بالا، درک کارشناسانه و ظرفیت خلاقانه سازندگان خود را نشان می‌دهند. از Luliang Highland Vegetables هویت برند انتظار می‌رود آفرینشی بسیار ارجمند، ستوده و دوست‌داشتنی باشد که کاربردی و نوآورانه است. این طراحی برنده جایزه آهنی A' Design Award بهترین رویه‌های صنعت را یکپارچه می‌کند و ویژگی‌های فنی شایسته‌ای دارد که با دانش عملی و استعداد پیوند خورده است. Luliang Highland Vegetables هویت برند به سبب دقتش محترم است و برای عرضه بهبودهای کیفیت زندگی که به بهتر شدن جهان کمک می‌کنند طراحی شده است.
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
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