Dragonpass Identité de marque by Mtc Brand Consultancy is a highly esteemed winner of the very prestigious 2023 A' Design Award d'Argent in Design Graphique Competition Category.

ArgentGraphisme· 2023

Dragonpass Identité de marque

by Mtc Brand Consultancy

Client: DragonPassCompanyLimited

A' Design Award d'Argent Winner in Graphisme Category

48,542

Verified Award Winner

Verify Award Status for #150900

View at A' Design Award Press Release Award Badge

Colors

The Design

About Dragonpass Identité de marque

Dragonpass est une identité de marque conçue pour un fournisseur de services de voyage et d'avantages liés aux programmes d'adhésion. Le nouveau symbole associe le sillage d'une baguette magique à l'initiale D, formant une marque dynamique qui traverse plusieurs dimensions. La palette rouge d'origine est enrichie de violet et de teintes complémentaires afin de conférer à l'identité un caractère plus tendance. Des éléments graphiques auxiliaires apportent de la souplesse à l'ensemble des applications. Ce système visuel simplifié remplace un emblème vieillissant et soutient une image de marque plus internationale.

The Recognition

About the A' Design Award d'Argent

Dragonpass Identité de marque est lauréat de l'A' Design Award d'Argent, une reconnaissance énormément prestigieuse décernée à des designs haut de gamme, superbes et impressionnants. Les lauréats Argent sont des œuvres tout à fait brillantes et extrêmement créatives qui illustrent l'expertise, le talent et la perspicacité remarquables de leurs concepteurs. Dragonpass Identité de marque est censé être une œuvre merveilleuse, une vitrine de savoir-faire, remarquablement professionnelle et profondément innovante. Ce design lauréat de l'A' Design Award d'Argent est une invention très notable et admirée, qui sert l'art, la science, le design et la technologie et en repousse les limites. Dragonpass Identité de marque est une création très enviée qui éveille les désirs, apporte des sentiments positifs et suscite émerveillement et étonnement.

Behind the Design

Press Kit

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

Unique Properties: As the world second largest and the No.1 Asia-Pacific membership benefit solutions service provider, DragonPass has encountered a new strategic transformation opportunity. However, its image has become traditional and aging over the past 17 years, requiring a brand image upgrade.This case uses global vision, diversity, vitality, and humanism as keywords. By redesigning the brand's symbols and extending graphics, activating the brand colors, it redefines and standardizes the DragonPass brand visual system.
Tags: VI reshape, travel, magician, color activation, interactivity
Production Technology: Based on the brand personality of Magician, the design team used the concept of magical wand trace and combined it with the initial letter "D" of DragonPass for the design. The new logo of DragonPass is dynamic, with magical wand trace crossing multiple dimensions, symbolizing that DragonPass will always bring surprises to it’s clients and users.In addition, the design team built upon the original red-dominated visual identity by adding elegant and fashionable colors like purple, making DragonPass even more attractive.
Design Challenge: The challenge in this case is to inherit and reshape the brand's original visual image, which must comply with the development of visual trends without completely deviating from the original impression. To achieve this, the design team refined and innovated elements based on DragonPass's original visual assets, aligning with the corporate culture and catering to popular aesthetic concepts. At the same time, they added a sense of freshness and appeal to the brand's visual image.
Research: As a global intelligent travel service platform, DragonPass takes quality travel as the core, has built a member service system covering travel, health, living, entertainment and other lifestyle scenes. In the field of airport lounges providers, it has been ranked the first in Asia Pacific and the second in the world in the global service network.
Inspiration: The original brand identity of DragonPass was a dragon emblem, which is an element of Eastern culture. As a global enterprise originating from China, DragonPass should have greater cultural inclusivity, and its brand image needs a more internationalized revamp.The design team, through co-creation with the company's management team, refined a new inspiring mission for DragonPass: "Going For New Aspirations." They also used the Magician archetype from the brand personality model as the basis for the brand image design.
Project Duration: The project began in Guangzhou in May 2022 and launched in Guangzhou in February 2023.
Operation Flow: The new VI reduces complexity and returns to a simple appeal, making it easier to be recognized and disseminated in all scenarios. It aligns with the global urban aesthetic trend, helping shape an international and upscale brand image while interpreting the concepts and visions of DragonPass.The auxiliary graphics have strong visual impact, adaptability, and flexibility, which enhance the overall visual effects. They also carry symbolic meanings such as "active", "enjoy", and "cheerful", serving as expressions of the brand's attitude and emotions.