Gua Gua Xing Qiu Aithne Branda by Sxdesign

Gua Gua Xing Qiu Aithne Branda by Sxdesign is a highly esteemed winner of the very prestigious 2024 Duais Iarainn A' Design Award in Dealbhadh Grafaigean, Dealbh-mhìneachaidh agus Conaltradh Lèirsinneach Competition Category.

IarannGrafaig· 2024

Gua Gua Xing Qiu Aithne Branda

by Sxdesign

Client: Guangxi Welfare Lottery Issue Center

Duais Iarainn A' Design Award Winner in Grafaig Category

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Verified Award Winner
Verify Award Status for #155947

View at A' Design Award Press Release Award Badge

Colors

The Design

About Gua Gua Xing Qiu Aithne Branda

Is aithne branda é Gua Gua Xing Qiu a cruthaíodh do ghníomhaíochtaí bolscaireachta crannchuir scríobtha láithreach sa tSín. Laghdaíonn an focharmhóna na stríoca agus coigeartaíonn sí struchtúr na gcarachtar Síneach, ionas go gcoinnítear inléiteacht agus go bhfeictear mothú iontais nuair a bhreathnaítear níos dlúithe air. Leanann na grafaicí teanga chéimseatúil an lógó agus léiríonn siad limistéar scríobtha ticéad crannchuir ar bhealach teibí. Úsáideann an priontáil teicnící ardchaighdeáin ar shubstráidí in-athchúrsáilte. Léiríonn an córas amhairc iomlán domhan spraíúil scríobtha do imreoirí óga.

The Recognition

About the Duais Iarainn A' Design Award

Tha Gua Gua Xing Qiu Aithne Branda air Duais Iarainn A' Design Award a bhuannachadh, aithneachadh urramach a bheirear do dhealbhaidhean math a choinnicheas ris na riatanasan proifeiseanta is gnìomhachais a thathar a' sùileachadh bho chruthachaidhean a chaidh an dealbhadh gu math. Tha buannaichean Iarainn a' nochdadh sgil mhòr, speisealachadh àrd, tuigse eòlaiche agus comas cruthachail an luchd-cruthachaidh. Thathar an dùil gum bi Gua Gua Xing Qiu Aithne Branda na chruthachadh air a bheil mòran meas, ion-mholta agus gràdhach a tha practaigeach agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Iarainn A' Design Award a' cur nan cleachdaidhean as fheàrr sa ghnìomhachas còmhla agus tha feartan teignigeach comasach aige ceangailte ri eòlas-dèanamh agus tàlant. Tha meas air Gua Gua Xing Qiu Aithne Branda airson a dhùrachd agus chaidh a dhealbhadh gus leasachaidhean càileachd beatha a thoirt seachad a chuidicheas le bhith a' dèanamh an t-saoghail na àite nas fheàrr.

Behind the Design

Press Kit

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

Unique Properties: 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.
Dimensions & Packaging: 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.
Tags: Brand identity, Chinese, Instant lottery, Fun, Youthful, Activities offline
Production Technology: 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.
Design Challenge: 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).
Research: 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.
Inspiration: 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.
Project Duration: The project started in March 2023 in Beijing and finished in October 2023 in Beijing.
Operation Flow: 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.
Team Members: 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