Gua Gua Xing Qiu Merkidentiteit troch Sxdesign

Gua Gua Xing Qiu Merkidentiteit troch Sxdesign is in heech wurdearre winner fan de tige prestizjeuze 2024 A' Design Award yn Izer yn de kompetysje-kategory Grafyk, Yllustraasje en Fisuele Kommunikaasje Ûntwerp.

IzerGrafysk· 2024

Gua Gua Xing Qiu Merkidentiteit

troch Sxdesign

Klant: Guangxi Welfare Lottery Issue Center

A' Design Award yn Izer Winner yn de kategory Grafysk

13,533

Ferifiearre Priiswinner

Ferifiearje Prisstatus foar #155947

Besjoch by A' Design Award Parseberjocht Priisbadge

Kleuren

It Untwerp

Oer Gua Gua Xing Qiu Merkidentiteit

Gua Gua Xing Qiu is in merkidentiteit dy't makke is foar promoasjeaktiviteiten fan direkte krabbelloterijen yn Sina. It wurdmerk fermindert de streken en pastet de struktuer fan Sineeske tekens oan, sadat de lêsberens bewarre bliuwt wylst der by nauwkeuriger besjen in gefoel fan ferrassing ûntstiet. De grafyk folget de geometryske taal fan it logo en drukt op abstrakte wize it krabbelgebiet fan in lotterijbriefke út. Foar it printsjen wurde hege kwaliteitstechniken brûkt op weromwinbere materialen. It folsleine fisuele systeem beskriuwt in wrâld fan wille foar jonge spilers dy't skrabbelloterijen brûke.

De Erkenning

Oer de A' Design Award yn Izer

Gua Gua Xing Qiu Merkidentiteit is in winner fan de A' Design Award yn Izer, in prestisjeuze erkenning foar goede ûntwerpen dy't foldogge oan de profesjonele en yndustriële easken dy't ferwachte wurde fan goed ûntwurpen skeppings. Izerwinners litte grutte feardigens, hege spesjalisaasje, deskundich begryp en kreatyf fermogen fan har makkers sjen. Fan Gua Gua Xing Qiu Merkidentiteit wurdt ferwachte dat it in tige heech achte, bewûndere en dierbere skepping is dy't praktysk en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Izer yntegrearret de bêste praktiken fan de sektor en hat feardige technyske skaaimerken ferbûn mei kennis en talint. Gua Gua Xing Qiu Merkidentiteit wurdt respektearre foar syn yngeandens en is ûntwurpen om ferbetteringen fan de kwaliteit fan it libben te leverjen dy't helpe de wrâld ta in bettere plak te meitsjen.

Efter it Untwerp

Parsepakket

Credits, teamleden en technyske details levere troch de ûntwerper.

Unike Eigenskippen: While ensuring readability, by reducing strokes and changing the structure appropriately, the wordmark gives people an unfamiliar sense of amazement and fun after they recognize Chinese characters and look further. The patterns follow the geometric design language of logo and expresses the appearance of scratching area of lottery abstractly. The whole visual system together portrays a scratch-off world that radiates fun and surprises that people are looking forward to exploring and unveiling.
Ofmjittingen & Ferpakking: The minimum recommended size of the logo is 12 mm for physical printing and 100 px for digital display, and in addition, the design contains detailed requirements for the safe area of the logo and the combination of the individual elements.
Labels: Brand identity, Chinese, Instant lottery, Fun, Youthful, Activities offline
Produksjetechnology: GuaGuaXingQiu's minimalist and recognizable design conveys youthful vitality and fun. The materials are produced using sustainable materials to ensure that every entity of the brand is environmentally friendly. The precise execution of high-quality printing techniques on recyclable substrates reflects the brand's commitment to environmental responsibility and the eco-friendly and philanthropic attributes of the welfare lottery industry.
Untwerpútdaging: For a long time, the strategy of China's lottery promotional activities has been centered on prize-winning and public welfare. It was a big challenge for the designer to change the client's strategy to focus on fun through practical and reliable data analysis and comprehensive design. It was also a challenge to convey the concept accurately, appeal to young people and avoid under-ageing (minors are not allowed to buy lottery tickets in China).
Undersyk: Through data analysis, researchers found that today's Chinese lottery players pay more attention to fun and socializing when purchasing lottery tickets than winning. As a result, a plan was developed to give the lottery a new label by creating a new brand with a fun, youthful theme. Further, the research found that the fun of buying lottery tickets comes from the excitement of chasing change, which became the core concept that ties the whole design together.
Ynspiraasje: To solve Chinese lottery industry's difficulties in attracting youngsters, by studying language habits and social preferences of people, project creates a new brand for China welfare lottery's instant ticket promotion activities. The design deconstructs the excitement of seeking changes in dull life, which is the source of lottery's fun. With the visual system, designers build a world of fun and surprises for young players, and make scratching lotteries a new social currency for them.
Projektdoer: The project started in March 2023 in Beijing and finished in October 2023 in Beijing.
Operaasjestreamferrin: The brand "Gua Gua Xing Qiu (Scratch-off Planet)" will mainly serve as offline activity zone, hosting the welfare lottery's offline activities and centralizing the focus of them. In designers' visions, the new brand may build a group of young lottery players who regard scratching lottery as a new social trend, which is adapted to the context of contemporary Chinese Internet culture, and make scratching lottery tickets a topic of young culture.
Teamleden: Xiao Xiao
Pan Li
Huang Hao
Chen Xu
Dr. Zhang Rong
Wu Fangbo
Hao Qian
Zhou Qian
Tian Jianing
Lin Hongnan
Liu Beibei
Ai Yangyu