The Early Chapter Príomhfheidhm: Aitheantas Branda by Allan Toh

The Early Chapter Príomhfheidhm: Aitheantas Branda by Allan Toh is a highly esteemed winner of the very prestigious 2022 Duais Iarainn A' Design Award in Dearadh Grafach Competition Category.

IarannGrafaic· 2022

The Early Chapter Príomhfheidhm: Aitheantas Branda

by Allan Toh

Client: Allan Toh

Duais Iarainn A' Design Award Winner in Grafaic Category

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Verified Award Winner

Verify Award Status for #128237

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Colors

The Design

About The Early Chapter Príomhfheidhm: Aitheantas Branda

Is aitheantas branda é The Early Chapter a cruthaíodh do theach club gníomhaíochtaí luathóige i Singeapór. Cabhraíonn an teach club le leanaí spéis a fhorbairt i Mandairínis trí imeartas tumthach. Tá an lógó tógtha as cruthanna simplí i ndearg, buí agus gorm, cruachta os cionn a chéile ionas go samhlaíonn siad both bheag. Léiríonn cruth na botha an pobal a bhfuil sé mar aidhm ag an teach club a thógáil. Cruthaíonn an spás diúltach idir na cruthanna an carachtar Síneach don Mandairínis, ag léiriú an fhócais ar an teanga Shíneach. Tugann leathghrian le tuiscint go bhfuil timpeallacht spreagúil ann do leanaí óga.

The Recognition

About the Duais Iarainn A' Design Award

Bhuaigh an dearadh The Early Chapter Príomhfheidhm: Aitheantas Branda Duais Iarainn A' Design Award, aitheantas gradamach a bhronntar ar dhea-dhearaí a chomhlíonann na riachtanais ghairmiúla agus thionsclaíocha a bhíonn á n-éileamh ó chruthuithe a ndearnadh go maith iad. Léiríonn buaiteoirí Iarainn scil mhór, speisialtóireacht ard, tuiscint saineolaí agus cumas cruthaitheach a gcruthaitheoirí. Táthar ag súil go mbeidh an dearadh The Early Chapter Príomhfheidhm: Aitheantas Branda ina chruthú a bhfuil an-mheas air, a n-ardaítear agus a ghráitear atá praiticiúil agus nuálach. Comhtháthaíonn an dearadh seo a bhuaigh Duais Iarainn A' Design Award na cleachtais is fearr sa tionscal agus tá saintréithe teicniúla inniúla aige nasctha le heolas agus le tallann. Tá meas ar an dearadh The Early Chapter Príomhfheidhm: Aitheantas Branda as a dhúthracht agus dearadh é chun feabhsuithe cáilíochta beatha a sholáthar a chabhraíonn leis an domhan a dhéanamh ina áit níos fearr.

Behind the Design

Press Kit

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

Unique Properties: The Early Chapter is an early childhood activities clubhouse for children to develop an interest in Mandarin through immersive play. The logo consists of simple shapes in primary colors- red, yellow, and blue, stacked to look like a hut or small house. This represents the community that the brand tries to create. The negative space between the shapes forms the Chinese written character for Mandarin, which represents the clubhouse's emphasis on the Chinese language (Mandarin). The half-sun symbolizes the uplifting environment The Early Chapter wishes to create for the rising young stars of tomorrow.
Dimensions & Packaging: The minimum height of the logo for web is 45px. The minimum height for print is 10mm.
Tags: The Early Chapter, Early Childhood Clubhouse, Children, Mandarin, Chinese, Activities, Fun, Playful.
Production Technology: I started out by understanding from the client's perspective what they wanted, and went on to use mind maps to break down the meanings and associations for the words, "Early", and 'Clubhouse". I gathered that 'sun' is a good representation of 'early' and that a 'hut' is a nice association for a clubhouse.
Design Challenge: The challenge was to create a suitable colour palette as I was working with the 3 primary colours. I also have to be mindful in creating a brand identity that feels trustworthy yet uplifting and fun. I have to find a balance point such that the outcome does not appear boring while attempting to be trustworthy, and also not being too childish and unreliable while trying to be fun and uplifting. I hope I managed to strike a good balance here.
Research: Desk research, market study and brand positioning analysis were conducted to understand the context, target market and competition. Stakeholder interviews, target market study and competitive analysis were carried out. The research indicated that children in the target age group(1.5-6 years) engage in constructive play, and decipher primary colours such as red, yellow and blue better. The findings gave a clear design direction and contributed to an outcome that is more relevant and appropriate.
Inspiration: Inspired by the idea of a "close-knit and fun community for children", I wanted to create a logo that looks like a colourful hut that feels uplifting, fun and safe. The colours are carefully selected- red for attention, yellow for fun and blue for safety. They also happen to be the primary colours which children can easily identify with.
Project Duration: The project started in late April 2021 in Singapore, and finished in late June 2021. The clubhouse is has completed renovations and is open to the public since November 2021. The logo and brand materials are used in stores and for marketing purposes.
Operation Flow: Due to the use of three primary colour hues, it is ideal the logo appears on a White or Floral White (beige-looking) background. Floral white provides a warm support for the three colours so the logo stands out well.
Patents: Copyrights belong to Allan Toh Design Studio, 2021.