The Early Chapter Kev Paub Txog Lub Npe (Brand Identity) by Allan Toh is a highly esteemed winner of the very prestigious 2022 A' Design Award Hlau in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.

HlauDuab Kos· 2022

The Early Chapter Kev Paub Txog Lub Npe (Brand Identity)

by Allan Toh

Client: Allan Toh

A' Design Award Hlau Winner in Duab Kos Category

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Verified Award Winner

Verify Award Status for #128237

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Colors

The Design

About The Early Chapter Kev Paub Txog Lub Npe (Brand Identity)

The Early Chapter yog ib qho kev tsim lub npe rau lub tsev ua si rau menyuam yaus hauv tebchaws Singapore. Lub tsev ua si no pab menyuam yaus loj hlob muaj kev nyiam lus Mandarin los ntawm kev ua si tiag tiag. Lub cim (logo) yog tsim los ntawm cov duab yooj yim uas muaj xim liab, xim daj thiab xim xiav, muab tso ua ke zoo li ib lub tsev me me. Tus qauv tsev no sawv cev rau lub zej zog uas lub tsev ua si xav tsim. Qhov chaw nruab nrab ntawm cov duab tsim ua tus cim Suav (Chinese character) rau lus Mandarin, qhia txog qhov tseem ceeb ntawm hom lus Suav. Ib nrab lub hnub qhia txog ib puag ncig uas txhawb menyuam yaus kom muaj kev zoo siab thiab loj hlob zoo.

The Recognition

About the A' Design Award Hlau

The Early Chapter Kev Paub Txog Lub Npe (Brand Identity) yog tus yeej ntawm A' Design Award Hlau, ib qho kev lees paub muaj meej mom uas muab rau cov qauv tsim zoo uas ua tau raws li cov kev xav tau ntawm kev ua haujlwm thiab kev lag luam uas xav tau los ntawm cov khoom tsim zoo. Cov neeg yeej Hlau qhia txog kev txawj loj, kev paub tshwj xeeb siab, kev nkag siab ntawm cov kws tshaj lij thiab lub peev xwm tsim ntawm cov neeg tsim. The Early Chapter Kev Paub Txog Lub Npe (Brand Identity) xav tias yuav yog ib qho khoom tsim uas neeg hwm, qhuas thiab hlub uas siv tau thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Hlau no sib xyaw cov kev coj ua zoo tshaj plaws ntawm kev lag luam thiab muaj cov yam ntxwv siv tshuab txawj ntse txuas nrog kev paub thiab txuj ci. The Early Chapter Kev Paub Txog Lub Npe (Brand Identity) tau txais kev hwm vim nws tag nrho thiab tsim los muab kev txhim kho rau lub neej uas pab ua rau lub ntiaj teb zoo dua.

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.