Press Release
Mtc Brand Consultancy Receives the Silver A' Design Award for Dragonpass Brand Identity in Graphics, Illustration and Visual Communication Design
Mtc Brand Consultancy recognized for graphics, illustration and visual communication design by the international grand jury of the 2022 - 2023 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 20, 2023 /DesignNewswire/ A' Design Award & Competition has announced that Dragonpass Brand Identity by Mtc Brand Consultancy, designed for DragonPassCompanyLimited, has been granted the Silver A' Design Award in the Graphics, Illustration and Visual Communication Design category. The award was conferred within the 2022 - 2023 A' Design Award & Competition and was decided through blind peer review by an international grand jury panel of established academics, design professionals and press members, who evaluated anonymized entries against predetermined criteria.
The Silver A' Design Award Explained
The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Regarding Dragonpass Brand Identity
Dragonpass is a brand identity designed for a membership benefit and travel services provider. The new symbol combines the trace of a magic wand with the initial letter D, forming a dynamic mark that crosses several dimensions. The original red palette is extended with purple and further tones to give the identity a more fashionable character. Auxiliary graphics add flexibility across applications. The simplified visual system replaces an aging emblem and supports a more international brand image.
About Mtc Brand Consultancy
DragonPass is a quality life rights and interests platform providing digital operation and management of member relationship for global enterprises. DragonPass was established in Guangzhou in 2005. Since its establishment, it has been deeply engaged in member service DragonPass is committed to building a professional member service technology platform, providing partners with customized services for members' rights and interests, and realizing detailed operation of personalized customization digitalized rights and interests; We have established a branch office in Beijing, Shanghai and Chengdu, a European business center in Manchester, the United Kingdom, and an Asia-Pacific business center...
Award Record
Mtc Brand Consultancy is a winner of 1 A' Design Award, including this recognition.
About the A' Graphics, Illustration and Visual Communication Design Award
The A' Graphic Design Award is an international graphic design competition recognizing good graphic designs by best creative agencies and designers worldwide. It is organized within the A' Design Award & Competition and is open to graphic designers, communication designers, graphic artists and illustrators from all countries. Typical entries include logos, posters, infographics, brochures, packaging designs and business cards. The awarded graphic designs are published at https://designers.org/design-category/graphics
About A' Design Award & Competition
Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://designers.org/150900
- A' Design Award Page: https://competition.adesignaward.com/150900
- Media Showcase: https://www.designnewsroom.com/!150900
- Laureate Profile: https://designers.org/d/344238
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Dragonpass Brand Identity
- Function
- Brand Identity
- Category
- Graphics, Illustration and Visual Communication Design
- Discipline
- Communication Design
- Industry
- Branding & Advertising and Arts
- Colors
- Maroon, Crimson, Purple, Silver and Dim Gray
- Images
- 5
- Client
- DragonPassCompanyLimited
The Recognition
- Laureate
- Mtc Brand Consultancy
- Country
- China
- Recognition
- Silver A' Design Award
- Edition
- 2022 - 2023
- Design ID
- #150900
Design Details
- 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.
- 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.
- 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.
- 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.
- Realization and 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.
- Operation and Interaction
- 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.
- Project Duration and Location
- The project began in Guangzhou in May 2022 and launched in Guangzhou in February 2023.
- Keywords
- VI reshape, travel, magician, color activation, interactivity
