The Early Chapter 브랜드 아이덴티티 by Allan Toh

The Early Chapter 브랜드 아이덴티티 by Allan Toh is a highly esteemed winner of the very prestigious 2022 A' Design Award 철상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

철그래픽· 2022

The Early Chapter 브랜드 아이덴티티

by Allan Toh

Client: Allan Toh

A' Design Award 철상 Winner in 그래픽 Category

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Verified Award Winner

Verify Award Status for #128237

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About The Early Chapter 브랜드 아이덴티티

'The Early Chapter'는 싱가포르의 영유아 액티비티 클럽하우스를 위해 개발된 브랜드 아이덴티티이다. 이 클럽하우스는 몰입형 놀이를 통해 아이들이 중국어에 흥미를 갖도록 돕는다. 로고는 빨강, 노랑, 파랑의 단순한 도형들을 쌓아 작은 오두막 형태를 이루도록 구성되었다. 오두막의 형상은 클럽하우스가 만들어가고자 하는 커뮤니티를 상징한다. 도형 사이의 여백은 중국어를 뜻하는 한자를 이루며, 중국어 학습에 대한 초점을 드러낸다. 반쪽의 태양은 어린이들을 위한 밝고 희망찬 환경을 연상시킨다.

The Recognition

About the A' Design Award 철상

The Early Chapter 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. The Early Chapter 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. The Early Chapter 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: The Early Chapter is an early childhood activities clubhouse for children to develop an interest in Mandarin through immersive play. The logo consists of simple shapes in primary colors- red, yellow, and blue, stacked to look like a hut or small house. This represents the community that the brand tries to create. The negative space between the shapes forms the Chinese written character for Mandarin, which represents the clubhouse's emphasis on the Chinese language (Mandarin). The half-sun symbolizes the uplifting environment The Early Chapter wishes to create for the rising young stars of tomorrow.
Dimensions & Packaging: The minimum height of the logo for web is 45px. The minimum height for print is 10mm.
Tags: The Early Chapter, Early Childhood Clubhouse, Children, Mandarin, Chinese, Activities, Fun, Playful.
Production Technology: I started out by understanding from the client's perspective what they wanted, and went on to use mind maps to break down the meanings and associations for the words, "Early", and 'Clubhouse". I gathered that 'sun' is a good representation of 'early' and that a 'hut' is a nice association for a clubhouse.
Design Challenge: The challenge was to create a suitable colour palette as I was working with the 3 primary colours. I also have to be mindful in creating a brand identity that feels trustworthy yet uplifting and fun. I have to find a balance point such that the outcome does not appear boring while attempting to be trustworthy, and also not being too childish and unreliable while trying to be fun and uplifting. I hope I managed to strike a good balance here.
Research: Desk research, market study and brand positioning analysis were conducted to understand the context, target market and competition. Stakeholder interviews, target market study and competitive analysis were carried out. The research indicated that children in the target age group(1.5-6 years) engage in constructive play, and decipher primary colours such as red, yellow and blue better. The findings gave a clear design direction and contributed to an outcome that is more relevant and appropriate.
Inspiration: Inspired by the idea of a "close-knit and fun community for children", I wanted to create a logo that looks like a colourful hut that feels uplifting, fun and safe. The colours are carefully selected- red for attention, yellow for fun and blue for safety. They also happen to be the primary colours which children can easily identify with.
Project Duration: The project started in late April 2021 in Singapore, and finished in late June 2021. The clubhouse is has completed renovations and is open to the public since November 2021. The logo and brand materials are used in stores and for marketing purposes.
Operation Flow: Due to the use of three primary colour hues, it is ideal the logo appears on a White or Floral White (beige-looking) background. Floral white provides a warm support for the three colours so the logo stands out well.
Patents: Copyrights belong to Allan Toh Design Studio, 2021.