NYC Deal 99 Cent Store ブランドアイデンティティ by Chi Hao Chang is a highly esteemed winner of the very prestigious 2020 A' Design Award 銅賞 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.
銅グラフィック· 2020
NYC Deal 99 Cent Store ブランドアイデンティティ
Client: School of Visual Arts
A' Design Award 銅賞 Winner in グラフィック Category
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About NYC Deal 99 Cent Store ブランドアイデンティティ
NYC Dealは、ニューヨーク市の99セントショップのために制作されたブランドアイデンティティです。このアイデンティティの中心となるのは、斜めに配置された大胆なプライスタグで、顧客が手を伸ばして押さえてから読む、揺れ動くタグの動きを想起させます。傾いたタグによって、99セントという単一の価格がブランドの最も明快なメッセージとなっています。補助的なエレメントは、店内で販売される商品を表現しています。印刷物にはデジタルレーザープリントを用い、トートバッグやシャツなどのファブリックアイテムには、耐久性のあるインクによるシルクスクリーン印刷を採用しています。
The Recognition
About the A' Design Award 銅賞
NYC Deal 99 Cent Store ブランドアイデンティティは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。NYC Deal 99 Cent Store ブランドアイデンティティは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。NYC Deal 99 Cent Store ブランドアイデンティティは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。
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.
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