Serious Little Squid 비주얼 아이덴티티 by Youjia Gu

Serious Little Squid 비주얼 아이덴티티 by Youjia Gu is a highly esteemed winner of the very prestigious 2020 A' Design Award 동상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

동그래픽· 2020

Serious Little Squid 비주얼 아이덴티티

by Youjia Gu

Client: MET Creative Brand

A' Design Award 동상 Winner in 그래픽 Category

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The Design

About Serious Little Squid 비주얼 아이덴티티

'시리어스 리틀 스퀴드(Serious Little Squid)'는 한 레스토랑 브랜드를 위해 개발된 비주얼 아이덴티티다. 이 아이덴티티는 도시의 직장인을 상징하는 오징어 캐릭터 '아정(A Zheng)'을 중심으로 구축되었다. 넥타이와 두건 같은 디테일은 캐릭터를 쉽게 알아볼 수 있게 한다. 그래픽 스타일은 흑백 무성영화를 따르며, 냉소적 유머와 간결한 만화적 장면을 활용한다. '내면의 극장'이라 명명된 일련의 일러스트레이션은 대도시의 일상을 담아낸다. 긍정적인 브랜드 톤을 구축하고 젊은 소비자와 긴밀한 유대를 형성하는 것이 그 의도다.

The Recognition

About the A' Design Award 동상

Serious Little Squid 비주얼 아이덴티티, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Serious Little Squid 비주얼 아이덴티티, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Serious Little Squid 비주얼 아이덴티티, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

Behind the Design

Press Kit

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

Unique Properties: In this case, the designers create a strong sense of image, pretending to be serious but lively IP image to make consumers have intuitive association, and build a brand tone of "sunshine, positive energy, cheer themselves up". They grasp the popular "mourning" but full of positive energy of the target group in the current society, and try to enlarge the positive and optimistic feeling.
Dimensions & Packaging: The most representative of black-and-white silent film is Chaplin's series of works, which is funny and ironic. In the design of this case, an inverted expression is extracted, that is, cold humor and hypocrisy. This seemingly silent and less positive state actually expresses some very sunny attitudes.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Small Squid, Sunshine, Positive Energy
Production Technology: Designers take spokesman of urban workers as the prototype, and personify the brand to create "A Zheng", a vivid and lovely squid image. In order to highlight the image of "urban life workers", they added details such as neckties and headscarves to make them look in line with the positioning, and at the same time, they are very personalized, vivid and popular.
Design Challenge: Through simple and interesting comics and copywriting, and in the name of "inner theater", the life scenes and lifestyle of this generation of struggling young people in big cities are presented in the form of theater, one scene at a time, so as to arouse their resonance and awaken the love to life and ideal pursuit of life hidden in their heart.
Research: Party A hopes to become the most popular leading brand of small squid category that really understands what young people know and think. The IP background is set as the spokesman of urban workers, so as to become the communication carrier of the brand's original intention and shorten the distance with consumers.
Inspiration: With the rapid development of society, there are countless young people who choose to work in the first tier cities. They desire to have their own time and pursue freedom. Therefore, designers focus on urban office workers who pursue their dreams in big cities, hoping to cheer them up and create a harbor for their hearts through the healing and strong resonance characteristics conveyed by restaurants. So the serious little squid came into being.
Project Duration: The project started in February 2019 in Xiamen and finished in September 2019 in Xiamen.
Operation Flow: In terms of design techniques, the designers chose the form of black and white silent film as the carrier.
Patents: Copyrights belong to Youjia Gu, 2019.
Team Members: Youjia Gu
Yun Liu
Yuchen Wang
Siyu Xu
Yuting Wang
Xin Wei
Image Credits: Image #1: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #2: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #3: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #4: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #5: Photographer MET Creative Brand, Serious Little Squid, 2019.