Dragonpass Merkidentiteit troch Mtc Brand Consultancy is in heech wurdearre winner fan de tige prestizjeuze 2023 A' Design Award yn Sulver yn de kompetysje-kategory Grafyk, Yllustraasje en Fisuele Kommunikaasje Ûntwerp.

SulverGrafysk· 2023

Dragonpass Merkidentiteit

troch Mtc Brand Consultancy

Klant: DragonPassCompanyLimited

A' Design Award yn Sulver Winner yn de kategory Grafysk

48,542

Ferifiearre Priiswinner

Ferifiearje Prisstatus foar #150900

Besjoch by A' Design Award Parseberjocht Priisbadge

Kleuren

It Untwerp

Oer Dragonpass Merkidentiteit

Dragonpass is in merkidentiteit ûntwurpen foar in oanbieder fan lidmaatskipsfoardielen en reistsjinsten. It nije symboal kombinearret it spoar fan in tsjoenstôk mei de begjinletter D, wêrmei't in dynamysk merkteken foarme wurdt dat ferskate diminsjes krúst. It oarspronklike reade kleurepalet is útwreide mei pears en fierdere tinten om de identiteit in moderner karakter te jaan. Helpgrafiken foegje fleksibiliteit ta oer ferskate tapassingen hinne. It ferienfâldige fisuele systeem ferfangt in ferâldere embleem en stipet in ynternasjonaler merkimago.

De Erkenning

Oer de A' Design Award yn Sulver

Dragonpass Merkidentiteit is in winner fan de A' Design Award yn Sulver, in bûtengewoan prestisjeuze erkenning foar topûntwerpen dy't prachtich en yndrukwekkend binne. Sulverwinners binne tige briljante en ekstreem kreative wurken dy't de treflike ekspertize, it talint en de skerpsinnigens fan har ûntwerpers yllustrearje. Fan Dragonpass Merkidentiteit wurdt ferwachte dat it in prachtich foarbyldwurk is, opmerklik profesjoneel en djip ynnovatyf. Dit winnende ûntwerp fan de A' Design Award yn Sulver is in tige opfallende, bewûndere útfining dy't foardiel bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Dragonpass Merkidentiteit is in skepping dêr't breed oerjûn wurdt, dy't winsken wekker makket, positive gefoelens bringt en ferwûnderjen en fernuvering opwekket.

Efter it Untwerp

Parsepakket

Credits, teamleden en technyske details levere troch de ûntwerper.

Unike Eigenskippen: 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.
Labels: VI reshape, travel, magician, color activation, interactivity
Produksjetechnology: 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.
Untwerpútdaging: 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.
Undersyk: 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.
Ynspiraasje: 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.
Projektdoer: The project began in Guangzhou in May 2022 and launched in Guangzhou in February 2023.
Operaasjestreamferrin: 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.