Infinite Borders Identité de marque by Netease Games Art Design Center is a highly esteemed winner of the very prestigious 2025 A' Design Award d'Or in Design Graphique Competition Category.
OrGraphisme· 2025
Infinite Borders Identité de marque
by Netease Games Art Design Center
Client: NetEase Games
A' Design Award d'Or Winner in Graphisme Category
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- Verified Award Winner
- Verify Award Status for #162820
The Design
About Infinite Borders Identité de marque
Infinite Borders est une identité de marque conçue pour un jeu de stratégie se déroulant à l'époque des Trois Royaumes. Le graphisme de la marque s'inspire des caractères pictographiques du nom ainsi que de la trame quadrillée propre au jeu de stratégie. Le noir, le rouge et le blanc, couleurs prisées sous la dynastie Han, constituent les couleurs principales. Des coups de pinceau calligraphiques traités en aplat font office d'éléments auxiliaires. Une typographie contemporaine vient parachever un système visuel systématique et épuré. Le design se décline sur des affiches numériques, des écrans d'interface utilisateur et des supports imprimés, et peut être étendu à l'ensemble des canaux tout en préservant une cohérence visuelle.
The Recognition
About the A' Design Award d'Or
Infinite Borders Identité de marque est lauréat de l'A' Design Award d'Or, une reconnaissance immensément prestigieuse décernée à des designs de premier ordre, merveilleux et remarquables. Les lauréats Or sont des créations extrêmement innovantes, visionnaires et d'un éclat glamour éblouissant, qui reflètent le génie, la sagesse et la maîtrise de leurs concepteurs. Infinite Borders Identité de marque est censé être une invention très louée, avant-gardiste et monumentale, qui apporte une valeur sans précédent. Ce design lauréat de l'A' Design Award d'Or est un projet spectaculaire et respecté qui sert grandement l'art, la science, le design et la technologie et en repousse les limites. Infinite Borders Identité de marque crée de vifs sentiments de désir, éveille la passion, encourage la créativité et nous fascine.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Positioned "The Authentic and Passionate Three Kingdoms," the brand traces the pictographic characters of its name and combines them with the "grid square" impression from strategy games to derive its brand graphics. It extracts the popular colors of black, red, and white from the Han Dynasty as its primary colors. Flat calligraphic brushstrokes are used as auxiliary elements. By incorporating modern typography, the brand provides new cultural experiences for the Three Kingdoms era.
- Dimensions & Packaging
- -
- Tags
- the Three Kingdoms,traditional innovation,oriental aesthetics, brand design
- Production Technology
- This design will be applied to digital posters, UI interfaces, and physical prints. By using a systematic, modern, and flat design, it ensures ease of extension for designers across various channels while maintaining overall brand visual consistency.
- Design Challenge
- To recreate an authentic impression of the Three Kingdoms, the design must have historical and cultural significance while embodying modern aesthetics and trends. Additionally, it needs to consider digital and print applications and ensure ease of extension for a global audience.
- Research
- By visiting museums of the Han Dynasty and the Three Kingdoms era, we studied artifacts' color schemes, textures, and other characteristics. We researched the age demographics and preferences of players, combining this with the game's own mechanics. Integrating these studies and research, we extracted pictographic characters and popular colors of the Han Dynasty, merging them with modern aesthetics to infuse new vitality into the traditional Three Kingdoms culture.
- Inspiration
- The Three Kingdoms period dates back 1,500 years. We have deeply studied the characters and colors from Han Dynasty culture, combining the "land grid" gameplay and the pictographic character of the "Shuai" logo to derive the square as the brand graphic. Using a design that appeals to younger and international aesthetics, we inject new cultural vitality into the Three Kingdoms and convey its charm to a broader global audience.
- Project Duration
- The project started its design phase in March 2023 and was completed in July 2023. It was officially launched in November 2023.
- Operation Flow
- -
- Team Members
- Brand Director:TzuYin Weng
Designer: ChuJun Zhang , Yan Cheng,XiaoYang Tan,Jerry Tse,JieYu Hong - Image Credits
- Image #1: Director TzuYin Weng/Designer ChuJun Zhang,Key Visual for Netease 520 event, 2023.
Image #2: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng,Key Visual,2023.
Image #3: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng，Appstore Graphics,2023.
Image #4: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng/Designer XiaoYang Tan/Designer Jerry Tse/Designer JieYu Hong,Esports Brand visual,2023.
Image #5:Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng/Designer XiaoYang Tan,merchandise,2023.
Video Credits:Director TzuYin Weng/Designer ChuJun Zhang,Ending cut,2023
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