NYC Deal 99 Cent Store Idantite Mak by Chi Hao Chang

NYC Deal 99 Cent Store Idantite Mak by Chi Hao Chang is a highly esteemed winner of the very prestigious 2020 A' Design Award Bwonz in Grafik Competition Category.

BwonzGrafik· 2020

NYC Deal 99 Cent Store Idantite Mak

by Chi Hao Chang

Client: School of Visual Arts

A' Design Award Bwonz Winner in Grafik Category

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Verified Award Winner

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Colors

The Design

About NYC Deal 99 Cent Store Idantite Mak

NYC Deal se yon idantite mak ki te kreye pou yon magazen 99 santim nan vil New York. Idantite a santre sou yon etikèt pri odasye ki poze nan yon ang, ki fè sonje jan etikèt yo balanse lè kliyan yo lonje men pou pran yo epi kenbe yo fiks anvan yo li yo. Etikèt ki panche a fè pri inik 99 santim lan vin mesaj ki pi klè nan mak la. Eleman ki sipòte desen an fè referans ak pwodwi ki vann nan magazen an. Materyèl enprime yo itilize enpresyon lazè dijital, pandan ke sak, chemiz ak lòt atik twal yo itilize enpresyon sou ekran (screen printing) pou lank ki dire lontan.

The Recognition

About the A' Design Award Bwonz

NYC Deal 99 Cent Store Idantite Mak se yon ganyan A' Design Award Bwonz, yon rekonesans ki gen anpil prestij yo bay design ekselan ki make pa kreyativite, enjenyozite ak finès. Ganyan Bwonz yo se objè ki abil anpil e ki kreyatif nan fason ki frape, ki otantifye gwo eksperyans, imajinasyon ak debouyaj designer yo. Yo atann NYC Deal 99 Cent Store Idantite Mak pou se yon objè anpil moun estime, admire e renmen, ki pwofesyonèl e inovatè nan fason remakab. Design sa a ki ganyen A' Design Award Bwonz enkòpore pi bon pratik nan atizay, syans, design ak teknoloji, e li ekselan pou atansyon li bay detay. NYC Deal 99 Cent Store Idantite Mak satisfè bezwen yon fason espledid, li touche dezi, li chame santiman e li atire kiryozite.

Behind the Design

Press Kit

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

Unique Properties: NYC Deal is a local 99 cents store in New York City. To rebrand this store, it is important to let people grasp the most distinctive attraction of the store, that everything is only priced at 99 cents. With this design, no one can ignore the bold and striking price tag. Moreover, the designer carefully captured the inviting dangling movement to the drive to stimulate potential customers to grab a hold of the moving price tag themselves.
Dimensions & Packaging: The identity system will be used on various sizes, materials, platforms, which will not have a specific dimension.
Tags: Branding, Graphic Design, Identity, Logo, Poster
Production Technology: For the packages and stationaries of the brand, digital laser printing will be used on various related productions. For the tote bags, shirts, and any other products that will be printed on fabrics will use screen printing to make the inks durable.
Design Challenge: The challenge was to design a clear but powerful logo for the brand. The logo should be able to grab ahold of eyeballs of pedestrians and inform them about the main attraction of the store. This was the problem he sought out to solve at the first place. In the process of designing, the designer also struggled to grapple with the existing design at hand and avoided being limited by it. Hence, he spent a lot of effort into balancing his own creative process while maintaining the original identity. The logo should, of course, be different, but people should also still be able to identify the brand from past experience.
Research: The type of research was conducted based on marketing and branding. The objective of the design is to make the brand more recognizable from other similar shops. Through competitor analysis, user research, and brand positioning strategy, the designer recognized that this kind of value shops make profits by selling bulks of products, instead of specialized sophisticated single items. Hence, it is critical for the brand to capture the attention of customers through branding. As a result, the logo was created to invite customers in with its dangling movement and simple statement, 99 cents.
Inspiration: The angle of the symbol was inspired by the dangling price tag. When customers try to see the price of an item, they usually need to reach for the dancing price tag and pause it for the read. The design captured this movement as the main feature of the logo, encapsulating the shopping experience in one graphic. As for supporting elements, some features of the products in the shops are included.
Project Duration: The project started in November 2018 at the School of Visual Arts in New York City and was finished in April 2019.
Operation Flow: The inspiration of the designer mostly comes from his careful observation of the surrounding environment in New York City. The designer has noticed how 99 cent stores can truly come handy when the budget is tight. As a result, he sought to improve the logo so people can understand its main feature more intuitively. First, he created the mood board by using the photos from the street to start sketching. After about fifty different trials, he finally decided on this distinctive and simple logo to grab attention from customers.