System ブランドアイデンティティデザイン by Plus X is a highly esteemed winner of the very prestigious 2021 A' Design Award 鉄賞 in グラフィックス・イラストレーション・ビジュアルコミュニケーションデザイン Competition Category.

鉄グラフィック· 2021

System ブランドアイデンティティデザイン

by Plus X

Client: System

A' Design Award 鉄賞 Winner in グラフィック Category

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Verified Award Winner

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Colors

The Design

About System ブランドアイデンティティデザイン

Systemは、あらゆるジェンダーの人々に向けた衣料ブランドのために制作されたブランドアイデンティティデザインである。このアイデンティティは「アティチュード・アーカイブ」というコンセプトに基づいており、スタイルを超えた数多くの瞬間のアティチュード（態度）を保管する場所として定義されている。正方形を二分割して形成されたモジュールが一つのアティチュードを表し、複数のモジュールが集まることでアーカイブを表現する。このモジュールは広告、タグ、ラベル、パッケージに展開されている。ロゴは白箔押しで印刷され、シンボルは洗練された表情を生むために型押し加工が施されている。ビジュアル言語はニュートラルで清潔感のあるものに保たれている。

The Recognition

About the A' Design Award 鉄賞

System ブランドアイデンティティデザインは、よく設計された創造物に期待される専門的・産業的要件を満たす優れたデザインに授与される、権威ある評価である A' Design Award 鉄賞の受賞作品です。鉄賞の受賞作品は、制作者の高い技量、高度な専門性、専門家としての理解、創造的な能力を示しています。System ブランドアイデンティティデザインは、高く評価され、称賛され、愛される、実用的で革新的な創造物であることが期待されます。この A' Design Award 鉄賞を受賞したデザインは、業界のベストプラクティスを統合し、ノウハウと才能に結びついた有能な技術的特性を備えています。System ブランドアイデンティティデザインは、その徹底ぶりで尊敬され、世界をより良い場所にするための生活の質の向上をもたらすよう設計されています。

Behind the Design

Press Kit

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

Unique Properties: System covers all genders, and it aims to make anyone stand out no matter what clothes they wear. Thus, we intend to make this design as neutral and as clean as the air as possible. In addition, a module indicating Attitude is applied to all contacts where System meets its customers, such as advertisements, tags, and packing materials, to firmly create System's visual identity.
Dimensions & Packaging: Package
System's logo is printed on the package, including its tag and labels, with a white foil press for a refined look, and the symbol is tooled for a subtle and luxurious feeling.
Tags: Advanced, Last Detail, Balanced, Neutral, Essential, Refined
Production Technology: 1. Brand Value Platform
The core value of System is defined as “Spirit Chic.”

2. Visual Identity and Brand Design Element Development
SYSTEM is not just a brand that sells clothes but a brand that helps people live with a better attitude every moment of their life.
We draw the design concept of “Attitude Archive,” meaning “a place of storing all attitudes.”

3. Brand Experience Design
With the concept, logos, colors, typefaces, and key visuals are set and used in the right place to provide SYSTEM’s unique brand experiences.
Design Challenge: System is not a brand that makes clothes targeting a specific class, but a brand that produces clothes fitting all TPO. Thus, it was difficult to clearly define its identity. We had tough situations before defining its design concept, called “ATTITUDE ARCHIVE.” However, after we found the definition, all processes were smoothly conducted based on the fixed concept.
Research: Interviews with System members were conducted. They said they did not just make clothes but imagined the mind and attitude of consumers and manufactured clothes while even considering the size of a needle and the thickness of a thread. Through the interviews, we got a hint of the design concept, Attitude Archive. In addition, we found that the fashion market tended to build a minimal and highly utilized identity in consideration of the mobile environment through a survey of competitors in the same industry. We intend to apply the situation to a new identity of System.
Inspiration: System is a clothing brand made to fit a wide spectrum of people’s daily lives with the help of the brand's careful considerations. We define System as “a place storing attitudes responding to various moments beyond style” and create a design concept called “Attitude Archive.” Based on one module, meaning one moment and one attitude, various modules express Attitude Archive.
Project Duration: This project proceeded for 8 months in Seoul, South Korea.
Operation Flow: Modules in the form of dividing squares in half are highly used in all touchpoints, including tags, labels, and advertisements. In addition, one module indicates “Attitude,” but if multiple modules are attached, a new meaning, “Attitude Archive,” can be delivered so that it is good to expand the meaning.
Team Members: Creative Director: Myungsup Shin
BX Strategist: Jangsoon Choi
BX Strategist: Bohyun Kook
BX Design: Wonsik Joo
BX Design: Sungeun Lee
BX Design: Sieun Baek
PX Photographer: Keunhee Cha