Dragonpass Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity) by Mtc Brand Consultancy is a highly esteemed winner of the very prestigious 2023 A' Design Award Nyiaj in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.

NyiajDuab Kos· 2023

Dragonpass Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity)

by Mtc Brand Consultancy

Client: DragonPassCompanyLimited

A' Design Award Nyiaj Winner in Duab Kos Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Dragonpass Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity)

Dragonpass yog ib qho kev tsim lub npe hom khoom rau ib lub tuam txhab uas muab kev pab cuam ntawm kev ua tswv cuab thiab kev pab cuam mus ncig teb chaws. Lub cim tshiab muab kab ntawm tus pas khawv koob los ua ke nrog tus ntawv pib D, tsim tau ib lub cim uas muaj zog hla ntau qhov chaw. Cov xim liab qub tau ntxiv nrog xim ntsuab tsawv (purple) thiab lwm yam xim kom lub npe hom khoom muaj tus yam ntxwv niaj hnub nyoog dua. Cov duab pab ntxiv ua rau muaj kev hloov tau yooj yim rau txhua yam kev siv. Lub tshuab pom kev yooj yim tshiab no hloov lub cim qub uas laus lawm thiab txhawb kom lub npe hom khoom muaj duab pom zoo thoob ntiaj teb dua.

The Recognition

About the A' Design Award Nyiaj

Dragonpass Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity) yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. Dragonpass Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity) xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Dragonpass Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity) yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.

Behind the Design

Press Kit

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

Unique Properties: As the world second largest and the No.1 Asia-Pacific membership benefit solutions service provider, DragonPass has encountered a new strategic transformation opportunity. However, its image has become traditional and aging over the past 17 years, requiring a brand image upgrade.This case uses global vision, diversity, vitality, and humanism as keywords. By redesigning the brand's symbols and extending graphics, activating the brand colors, it redefines and standardizes the DragonPass brand visual system.
Tags: VI reshape, travel, magician, color activation, interactivity
Production Technology: Based on the brand personality of Magician, the design team used the concept of magical wand trace and combined it with the initial letter "D" of DragonPass for the design. The new logo of DragonPass is dynamic, with magical wand trace crossing multiple dimensions, symbolizing that DragonPass will always bring surprises to it’s clients and users.In addition, the design team built upon the original red-dominated visual identity by adding elegant and fashionable colors like purple, making DragonPass even more attractive.
Design Challenge: The challenge in this case is to inherit and reshape the brand's original visual image, which must comply with the development of visual trends without completely deviating from the original impression. To achieve this, the design team refined and innovated elements based on DragonPass's original visual assets, aligning with the corporate culture and catering to popular aesthetic concepts. At the same time, they added a sense of freshness and appeal to the brand's visual image.
Research: As a global intelligent travel service platform, DragonPass takes quality travel as the core, has built a member service system covering travel, health, living, entertainment and other lifestyle scenes. In the field of airport lounges providers, it has been ranked the first in Asia Pacific and the second in the world in the global service network.
Inspiration: The original brand identity of DragonPass was a dragon emblem, which is an element of Eastern culture. As a global enterprise originating from China, DragonPass should have greater cultural inclusivity, and its brand image needs a more internationalized revamp.The design team, through co-creation with the company's management team, refined a new inspiring mission for DragonPass: "Going For New Aspirations." They also used the Magician archetype from the brand personality model as the basis for the brand image design.
Project Duration: The project began in Guangzhou in May 2022 and launched in Guangzhou in February 2023.
Operation Flow: The new VI reduces complexity and returns to a simple appeal, making it easier to be recognized and disseminated in all scenarios. It aligns with the global urban aesthetic trend, helping shape an international and upscale brand image while interpreting the concepts and visions of DragonPass.The auxiliary graphics have strong visual impact, adaptability, and flexibility, which enhance the overall visual effects. They also carry symbolic meanings such as "active", "enjoy", and "cheerful", serving as expressions of the brand's attitude and emotions.