Infinite Borders Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity) by Netease Games Art Design Center is a highly esteemed winner of the very prestigious 2025 A' Design Award Kub in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.

KubDuab Kos· 2025

Infinite Borders Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity)

by Netease Games Art Design Center

Client: NetEase Games

A' Design Award Kub Winner in Duab Kos Category

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Verified Award Winner

Verify Award Status for #162820

View at A' Design Award Press Release Award Badge

Colors

The Design

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

Infinite Borders yog ib qho kev tsim lub npe hom khoom rau ib qho kev ua si tswvyim uas muaj keeb kwm nyob rau tiam Peb Lub Tebchaws (Three Kingdoms). Cov duab ntawm lub npe hom khoom no yog muab los ntawm cov tsiaj ntawv duab uas piav txog lub npe thiab los ntawm tus qauv kab duab plaub fab uas pom hauv kev ua si tswvyim. Xim dub, xim liab thiab xim dawb, uas yog cov xim nrov nyob rau tiam Han Dynasty, raug siv ua cov xim tseem ceeb. Cov kab sau ntawv txhuam uas tiaj tus ua cov ntsiab pab txhawb. Cov tsiaj ntawv niaj hnub no ua kom tiav ib lub tshuab pom kev uas muaj txheej txheem thiab tiaj tus. Qhov kev tsim no raug siv rau cov duab tshaj tawm digital, cov qhov screen ntawm tus neeg siv interface thiab cov khoom luam tawm, thiab nws tuaj yeem nthuav dav mus rau ntau txoj hauv kev thaum tseem khaws tau kev pom sib xws.

The Recognition

About the A' Design Award Kub

Infinite Borders Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity) yog tus yeej ntawm A' Design Award Kub, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim qib ib, zoo kawg nkaus thiab tshwj xeeb. Cov neeg yeej Kub yog cov khoom tsim tshiab heev, pom deb heev thiab ci ntsa iab uas qhia txog kev txawj ntse, kev txawj thiab lub zog ntawm cov kws tsim qauv. Infinite Borders Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity) xav tias yuav yog ib qho kev tsim uas tau txais kev qhuas ntau, tsim kev nyiam tshiab thiab loj uas ua rau muaj nqi tsis tau muaj dua. Cov qauv tsim yeej A' Design Award Kub no yog ib qho haujlwm zoo kawg nkaus thiab muaj kev hwm uas pab tau ntau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Infinite Borders Kev Qhia Txog Lub Npe Hom Khoom (Brand Identity) ua rau muaj kev xav tau heev, txhawb kev mob siab, txhawb kev tsim tshiab thiab ua rau peb xav tsis thoob.

Behind the Design

Press Kit

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

Unique Properties: Positioned "The Authentic and Passionate Three Kingdoms," the brand traces the pictographic characters of its name and combines them with the "grid square" impression from strategy games to derive its brand graphics. It extracts the popular colors of black, red, and white from the Han Dynasty as its primary colors. Flat calligraphic brushstrokes are used as auxiliary elements. By incorporating modern typography, the brand provides new cultural experiences for the Three Kingdoms era.
Dimensions & Packaging: -
Tags: the Three Kingdoms,traditional innovation,oriental aesthetics, brand design
Production Technology: This design will be applied to digital posters, UI interfaces, and physical prints. By using a systematic, modern, and flat design, it ensures ease of extension for designers across various channels while maintaining overall brand visual consistency.
Design Challenge: To recreate an authentic impression of the Three Kingdoms, the design must have historical and cultural significance while embodying modern aesthetics and trends. Additionally, it needs to consider digital and print applications and ensure ease of extension for a global audience.
Research: By visiting museums of the Han Dynasty and the Three Kingdoms era, we studied artifacts' color schemes, textures, and other characteristics. We researched the age demographics and preferences of players, combining this with the game's own mechanics. Integrating these studies and research, we extracted pictographic characters and popular colors of the Han Dynasty, merging them with modern aesthetics to infuse new vitality into the traditional Three Kingdoms culture.
Inspiration: The Three Kingdoms period dates back 1,500 years. We have deeply studied the characters and colors from Han Dynasty culture, combining the "land grid" gameplay and the pictographic character of the "Shuai" logo to derive the square as the brand graphic. Using a design that appeals to younger and international aesthetics, we inject new cultural vitality into the Three Kingdoms and convey its charm to a broader global audience.
Project Duration: The project started its design phase in March 2023 and was completed in July 2023. It was officially launched in November 2023.
Operation Flow: -
Team Members: Brand Director:TzuYin Weng
Designer: ChuJun Zhang , Yan Cheng,XiaoYang Tan,Jerry Tse,JieYu Hong
Image Credits: Image #1: Director TzuYin Weng/Designer ChuJun Zhang,Key Visual for Netease 520 event, 2023.
Image #2: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng,Key Visual,2023.
Image #3: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng，Appstore Graphics,2023.
Image #4: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng/Designer XiaoYang Tan/Designer Jerry Tse/Designer JieYu Hong,Esports Brand visual,2023.
Image #5:Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng/Designer XiaoYang Tan,merchandise,2023.
Video Credits:Director TzuYin Weng/Designer ChuJun Zhang,Ending cut,2023