Primary Residence Hale Kūhelu by Tianzhen Huang

Primary Residence Hale Kūhelu by Tianzhen Huang is a highly esteemed winner of the very prestigious 2022 A' Design Award Hao in Hoʻolālā Kiʻi, Kiʻi Paʻi a me Kamaʻilio ʻIke Competition Category.

HaoKiʻi· 2022

Primary Residence Hale Kūhelu

by Tianzhen Huang

Client: Evleen

A' Design Award Hao Winner in Kiʻi Category

10,911

Verified Award Winner

Verify Award Status for #140254

View at A' Design Award Press Release Award Badge

Colors

The Design

About Primary Residence Hale Kūhelu

He ʻōnaehana kuana kiʻi no kekahi hōʻailona no kahi kālepa nui like ʻole. Ua hoʻomaka ke papahana ma ke ʻimi ʻana i nā kiʻi kikokikona e hoʻopili ana i ke ʻano o ka neʻe Bauhaus me nā kiʻi hoʻolālā hale kūlana. Hoʻokumu ʻia ka logo ma luna o ka hua kiʻi Kina ʻo Ju, ʻo ia hoʻi ke ʻano wahi noho, a lawe ʻia me ʻekolu laina kalapa i nā waihoʻoluʻu kumu, ʻulaʻula, melemele, a me polū. ʻO ka inoa Hale Kūhelu, hōʻike ʻia i kēia mau waihoʻoluʻu a me ke ʻano o ka home i kēia wā o ka noho kaʻawale. Hoʻopili ʻia ka hōʻailona ma luna o kahi puke wehewehe, kekahi kāleka ʻoihana, a me kekahi pūʻolo lopi kākau i pāʻi ʻia ma luna o ka pepa kalakala.

The Recognition

About the A' Design Award Hao

Ua lanakila ka hoʻolālā Primary Residence Hale Kūhelu i ka A' Design Award Hao, he ʻike hoʻohanohano i hāʻawi ʻia i nā hoʻolālā maikaʻi e hoʻokō ana i nā koi ʻoihana a ʻoihana hana i manaʻo ʻia mai nā mea hoʻokumu i hana maikaʻi ʻia. Hōʻike nā lanakila Hao i ka mākau nui, ka loea kiʻekiʻe, ka ʻike akamai a me ka hiki hana noʻeau o ka poʻe i hana iā lākou. Manaʻo ʻia ʻo ka hoʻolālā Primary Residence Hale Kūhelu he mea hoʻokumu i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia e pono a hou. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Hao e hoʻohui ana i nā hana maikaʻi loa o ka ʻoihana a loaʻa nā ʻano ʻenehana mākaukau i hui pū ʻia me ka ʻike hana a me ka makakoho. Mahalo ʻia ka hoʻolālā Primary Residence Hale Kūhelu no kona nānā pono a ua hoʻolālā ʻia e hāʻawi i nā hoʻomaikaʻi ola e kōkua ai i ka hana ʻana i ka honua i wahi maikaʻi aku.

Behind the Design

Press Kit

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

Unique Properties: An identity system for a multidisciplinary brand that explores the relationship between the human condition and the meaning of home in an age of isolation. The project originally started as a typography exploration that connects the style of the Bauhaus Movement with abstract architectural forms. The classic red, blue and yellow primary color scheme of Bauhaus inspired us to name the project "Primary Residence", a double entendre alluding to the style of this project and the messages behind it.
Dimensions & Packaging: Main:1080px*1080px, the ration is 1:1
Tags: Brand Identity, Visual Communication, Logo design, VI design, Bauhaus
Production Technology: Will print on the textured paper that gives the prints the touch feeling.
Design Challenge: How to combine the elements and concepts from the Primary Residence type design with this brand logo. It takes a long time to make the exploration of transferring the design strategy from the Primary Residence type design to the logo. And also make an artful translation from Chinese characters.
Research: The research goal was to find a design solution for visualizing the embodies the architectural theme of this project. And develop the thinking of how to merge the concept from the original Primary Residence type design and logo design. To support an active print were developed including the brochure design, business card, and a custom stationery kit.
Inspiration: The idea of the logo comes from the Chinese character Ju, which stands for living space. The red, yellow, and blue primary colors are well integrated into different stories of the character, which embodies the architectural theme of this project.

The Chinese brand name of this project is Yuan Se Ju, which is an artful translation of Primary Residence, with the translated word primary also meaning primary colors in Chinese. Took the 3 primary color stripes from the Chinese character.
Project Duration: Started logo design in July 2021, finished in Feb 2022
Operation Flow: A visual design identity that takes the viewer to know this brand and the messages behind it.
Image Credits: Evleen Huang