Low Classic 브랜드 아이덴티티 by Yaman Hu is a highly esteemed winner of the very prestigious 2021 A' Design Award 철상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

철그래픽· 2021

Low Classic 브랜드 아이덴티티

by Yaman Hu

Client: Low Classic

A' Design Award 철상 Winner in 그래픽 Category

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Verified Award Winner

Verify Award Status for #113244

View at A' Design Award Press Release Award Badge

Colors

The Design

About Low Classic 브랜드 아이덴티티

Low Classic은 독립 패션 레이블을 위해 제작된 브랜드 아이덴티티다. 이 아이덴티티는 1980년대 패션 매거진에서 영감을 받았다. 차분하게 절제된 컬러 팔레트와 그리드를 의도적으로 깨뜨리는 레이아웃이 사용되었다. 타이포그래피는 과장된 형태로 우아한 곡선과 결합되어 브랜드의 핵심 비주얼 언어를 형성한다. 포스터, 소셜 미디어 그래픽, 이메일, 웹 배너 등 인쇄물과 디지털 매체가 모두 포함된다. 인쇄 부속물은 오염 염료를 사용하지 않은 재생지에 제작되었다. 빈티지한 외관에 세련된 디지털 형식을 부여하는 것이 목표다.

The Recognition

About the A' Design Award 철상

Low Classic 브랜드 아이덴티티, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Low Classic 브랜드 아이덴티티, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Low Classic 브랜드 아이덴티티, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

Behind the Design

Press Kit

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

Unique Properties: Low Classic is establishing its voice as a new designer label by utilizing chic fabrics, classic silhouettes, and innovative details. This project aims to use untypical typography and a bit of quirky aesthetic choice in representing the looking and feel of this brand. The branding materials including both physical and digital products that give a one of a kind holistic view of Low Classic. The way of showing the brand value is providing classic fashionable textures but with creative details.
Dimensions & Packaging: 1920px*1280px
Tags: Identity, digital design, fashion, typography
Production Technology: As all the material of the clothing is 100% organic, the brand collaterals are printed by the recycled paper. The way of Low Classic printing all the collaterals are using recycled paper, there's no environment pollution dye color added.
Design Challenge: There're so many similar minimalists boutique brands on the market, by figuring out using the relatively exaggerated typography and bold layout on the branding campaign.
Research: The rebranding is focused on the detail of the typography, which will be the critical visual language of this brand. As Low Classic is an independent fashion brand, we are trying to escalate the brand value, as the materials are organic, the aesthetic way of representing the brand is using the mute color palette and printing with organic materials.
Inspiration: The brand identity is inspired by the 80s fashion magazine, the color is muted and the layout breaks the grid. As well as the typography is combined with elegant curves. This brand campaign is focusing on digital online platforms. eg. social media, e-mails, and web banners. So that the posters are very neat and bold to catch the user eye to stop by the online shop
Project Duration: The project started at the end of 2019 in New York and finished in mid-2020 in New York.
Operation Flow: The brand is inspired by 80s fashion, by combining the vintage look with refined digital experience, Low Classic is aiming to bring a retro style and redesign it. The brand color choice is always used mute color in the 80s, and the typography is inspired by the fashion magazine font from the 80s. Low Classic has digitized a vintage look to the e-commerce world.
Team Members: Creative Director: Yaman Hu
Designer: Yaman Hu