Hand over Hand 브랜드 아이덴티티 by Yiwen Zhang is a highly esteemed winner of the very prestigious 2024 A' Design Award 동상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

동그래픽· 2024

Hand over Hand 브랜드 아이덴티티

by Yiwen Zhang

Client: Hand over Hand

A' Design Award 동상 Winner in 그래픽 Category

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Colors

The Design

About Hand over Hand 브랜드 아이덴티티

핸드 오버 핸드(Hand over Hand)는 특수교육 서비스 제공 기관을 위해 개발된 브랜드 아이덴티티이다. 이 아이덴티티는 기존 로고의 손그림 손과 책 요소를 유지하여 연속성과 고유한 개성을 보존했다. 부드러운 곡선과 높은 대비의 자형을 지닌 현대적인 서체 아날로그(Analogue)는 친근하고 다가가기 쉬운 톤을 뒷받침한다. 원형과 사각형의 기하학적 재단은 균형 잡힌 구성을 만들어내며 지역적, 인구통계학적 다양성을 반영한다. 이 시스템은 소셜 미디어, 웹페이지, 전자책, 옥외 광고, 잡지, 패키지 및 명함에 이르기까지 폭넓게 적용되었다.

The Recognition

About the A' Design Award 동상

Hand over Hand 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. Hand over Hand 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. Hand over Hand 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: As a pioneer in special education services, Hand over Hand helps students excel academically and socially while unswervingly supporting and profoundly dedicating to the future of global education and the challenges faced by 21st century society. Building a brand that continuously inspires and assists people, including children, families, and communities. By reimagining a passionate, vibrant, fun, inclusive, and diverse brand image to embody the core message everyone, everywhere can learn.
Dimensions & Packaging: The project is presented in both digital and print formats. The digital component included social media ads, web pages, and eBooks. The part of the print was utilized for OOH advertising, magazines, packages and business cards.
Tags: Corporate Identity Redesign, Website Design, Ebook Design, Social Media Campaign and OOH Ads
Production Technology: Adobe Creative Suite, Figma as the main development tool for this project.
Design Challenge: A critical factor in Hand over Hand's marketing evolution is maintaining its appeal to a wide range of demographics and geographies, including individuals with disabilities. Regarding the visual groundwork for conceptualizing brand innovation and future marketing challenges, the main issue is how to ensure consistent marketing and messaging lead to consistent brand identity.
Research: Depending on the background of the brand organize the pain points and advantages of the existing brand system and take the case study of the website and social media account by researching its competitors in the education industry. The progress of this project from communication with the brand, and development schedule to testing achievements. Laying the visual groundwork for the brand's future marketing challenges is considered a work outcome.
Inspiration: To differentiate from competitors, the hand drawn elements hand and book in the existing logo are preserved to infuse personality, positivity, and unique advantage. Analogue, a modern font seamlessly incorporates hand drawn elements with its gentle curves and high contrast letterforms, mirroring the brand's friendly and approachable personality. The geometric cuts of circular and square elements create a harmonious balance, symbolizing the fusion of regional and demographic diversity.
Project Duration: The project started in July 2023 and finished in Sep 2023, in New York.
Operation Flow: Visual language is key to rebranding, motivating and engaging people by creating emotional interactions.
Team Members: Yiwen Zhang - Creative Director, Brand Designer, Content Creator