Gua Gua Xing Qiu ブランドアイデンティティ by Sxdesign is a highly esteemed winner of the very prestigious 2024 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· 2024
Gua Gua Xing Qiu ブランドアイデンティティ
by Sxdesign
Client: Guangxi Welfare Lottery Issue Center
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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The Design
About Gua Gua Xing Qiu ブランドアイデンティティ
「刮刮星球（グアグア・シンチウ）」は、中国におけるスクラッチくじのプロモーション活動のために制作されたブランドアイデンティティである。ワードマークは漢字の画数を減らし、字形の構造を調整することで、可読性を保ちながらも、じっくり見ることで驚きが感じられるよう仕上げている。グラフィックはロゴの幾何学的な造形言語を踏襲し、スクラッチくじの削り取る領域を抽象的に表現した。印刷にはリサイクル可能な基材に高品質な技法を用いている。この一貫したビジュアルシステムは、若い参加者に向けて、楽しさに満ちたスクラッチの世界を描き出している。
The Recognition
About the A' Design Award 鉄賞
Gua Gua Xing Qiu ブランドアイデンティティは、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。Gua Gua Xing Qiu ブランドアイデンティティは、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。Gua Gua Xing Qiu ブランドアイデンティティは、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
- While ensuring readability, by reducing strokes and changing the structure appropriately, the wordmark gives people an unfamiliar sense of amazement and fun after they recognize Chinese characters and look further. The patterns follow the geometric design language of logo and expresses the appearance of scratching area of lottery abstractly. The whole visual system together portrays a scratch-off world that radiates fun and surprises that people are looking forward to exploring and unveiling.
- Dimensions & Packaging
- The minimum recommended size of the logo is 12 mm for physical printing and 100 px for digital display, and in addition, the design contains detailed requirements for the safe area of the logo and the combination of the individual elements.
- Tags
- Brand identity, Chinese, Instant lottery, Fun, Youthful, Activities offline
- Production Technology
- GuaGuaXingQiu's minimalist and recognizable design conveys youthful vitality and fun. The materials are produced using sustainable materials to ensure that every entity of the brand is environmentally friendly. The precise execution of high-quality printing techniques on recyclable substrates reflects the brand's commitment to environmental responsibility and the eco-friendly and philanthropic attributes of the welfare lottery industry.
- Design Challenge
- For a long time, the strategy of China's lottery promotional activities has been centered on prize-winning and public welfare. It was a big challenge for the designer to change the client's strategy to focus on fun through practical and reliable data analysis and comprehensive design. It was also a challenge to convey the concept accurately, appeal to young people and avoid under-ageing (minors are not allowed to buy lottery tickets in China).
- Research
- Through data analysis, researchers found that today's Chinese lottery players pay more attention to fun and socializing when purchasing lottery tickets than winning. As a result, a plan was developed to give the lottery a new label by creating a new brand with a fun, youthful theme. Further, the research found that the fun of buying lottery tickets comes from the excitement of chasing change, which became the core concept that ties the whole design together.
- Inspiration
- To solve Chinese lottery industry's difficulties in attracting youngsters, by studying language habits and social preferences of people, project creates a new brand for China welfare lottery's instant ticket promotion activities. The design deconstructs the excitement of seeking changes in dull life, which is the source of lottery's fun. With the visual system, designers build a world of fun and surprises for young players, and make scratching lotteries a new social currency for them.
- Project Duration
- The project started in March 2023 in Beijing and finished in October 2023 in Beijing.
- Operation Flow
- The brand "Gua Gua Xing Qiu (Scratch-off Planet)" will mainly serve as offline activity zone, hosting the welfare lottery's offline activities and centralizing the focus of them. In designers' visions, the new brand may build a group of young lottery players who regard scratching lottery as a new social trend, which is adapted to the context of contemporary Chinese Internet culture, and make scratching lottery tickets a topic of young culture.
- Team Members
- Xiao Xiao
Pan Li
Huang Hao
Chen Xu
Dr. Zhang Rong
Wu Fangbo
Hao Qian
Zhou Qian
Tian Jianing
Lin Hongnan
Liu Beibei
Ai Yangyu
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