Lezai Dental Clinic 로고 및 브랜드 아이덴티티 by Guangzhou Cheung Ying Design Co., Ltd.

Lezai Dental Clinic 로고 및 브랜드 아이덴티티 by Guangzhou Cheung Ying Design Co., Ltd. is a highly esteemed winner of the very prestigious 2021 A' Design Award 동상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

동그래픽· 2021

Lezai Dental Clinic 로고 및 브랜드 아이덴티티

by Guangzhou Cheung Ying Design Co., Ltd.

Client: Guangzhou Cheung Ying Design Co., Ltd.

A' Design Award 동상 Winner in 그래픽 Category

12,230
Verified Award Winner
Verify Award Status for #117574

View at A' Design Award Press Release Award Badge

Colors

The Design

About Lezai Dental Clinic 로고 및 브랜드 아이덴티티

러자이 치과(Lezai Dental Clinic)는 치과를 위해 제작된 로고 및 브랜드 아이덴티티다. 이 디자인은 포지티브와 네거티브 형태를 활용해 하나의 시각적 심볼을 완성한다. 길고 짧은 직선과 원이 결합되어 성인과 아이가 손을 맞잡고 둥글게 둘러선 모습을 그려내며, 중앙의 네거티브 공간은 치아의 형태를 이룬다. 낮은 채도의 색상은 편안하고 따뜻한 느낌을 전하며 안심, 즐거움, 전문성의 이미지를 뒷받침한다. 로고는 다양한 크기의 인쇄 및 디지털 매체에 대응할 수 있도록 벡터 형식으로 제작되었으며, 브랜드 가이드라인 매뉴얼을 통해 일관된 사용을 지원한다.

The Recognition

About the A' Design Award 동상

Lezai Dental Clinic 로고 및 브랜드 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. Lezai Dental Clinic 로고 및 브랜드 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. Lezai Dental Clinic 로고 및 브랜드 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: The logo as a whole is applied with the inversion technique of graphic bottom in graphic design, which is to form a visual symbol with positive and negative shapes. The positive shape is formed with simple long and short straight lines combined with circle to outline a safe and joyful scene where adults and children hug and hold hands in a circle. And the negative shape in the middle takes the form of a tooth which presents the brand concept of joy in the teeth.
Dimensions & Packaging: The logo and visual system are designed in vector format to make it suitable for different sizes of digital and printed media. In order to prevent the mis-production of any items, we have prepared a comprehensive brand logo guidelines manual.
Tags: Logo, Branding, Packaging, Visual Identity, Graphic Design, Interior Design
Production Technology: To create a consistent visual system, all the necessary PMS color codes were provided for printed and digital media. In addition, RAL equivalents of these colors and fabric colors were also selected for the interior clinic space.
Design Challenge: The challenge mainly lies in how to find a design language that can not only express the attributes of the dental clinics industry, but also interpret the brand connotation, so that consumers can get a better brand experience.
Research: Before commencing on this project, we conducted in-depth research on the logo, visual identity, and graphic design of other dental clinics in the market. The research results show that the logos of dental clinics industry exhibit serious homogeneity and lacks brand uniqueness. Therefore, in our brand strategy, we have formulated a brand image of "Happy First, Warm Treatment", so that consumers can clearly feel the service characteristics and harmonious interactions conveyed by the brand.
Inspiration: LEZAI Dental Clinic is a comprehensive dental clinic with a joyful and warm environment, which has a special focus on women and children and coveys the brand concept of the joy in this moment. In order to highlight the clinic's brand image of sense of security + joy + professionalism, in the process of designing the brand logo, we have introduced the concept of Joy in the teeth which (in Chinese) is phonetically similar with and coincides with the concept of the joy in this moment.
Project Duration: The project started in October 2019 and finished in February 2020 in Guangzhou.
Operation Flow: The logo suggests the design philosophy and core values of the brand. It conveys the idea that women and children embrace dental health. The low-saturation brand colors create a relaxed and warm feeling, while the combined logo are used to convey the brand image of security, joy, and professionalism.
Team Members: Creative Director: Zhiji Dong
Designer: Lu Gu