디자이너 Sxdesign의 작품 Gua Gua Xing Qiu 브랜드 아이덴티티은(는) 매우 권위 있는 2024 A' Design Award 철상의 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 부문에서 탁월한 수상작입니다.

철그래픽· 2024

Gua Gua Xing Qiu 브랜드 아이덴티티

디자이너: Sxdesign

클라이언트: Guangxi Welfare Lottery Issue Center

그래픽 부문 A' Design Award 철상 수상작

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A' Design Award에서 보기 보도 자료 수상 배지

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디자인

Gua Gua Xing Qiu 브랜드 아이덴티티 소개

Gua Gua Xing Qiu는 중국의 즉석 복권(스크래치 복권) 프로모션 활동을 위해 개발된 브랜드 아이덴티티이다. 워드마크는 한자의 획을 줄이고 구조를 재조정하여 가독성을 유지하면서도 가까이에서 볼수록 의외의 재미가 드러나도록 했다. 그래픽은 로고의 기하학적 조형 언어를 이어받아 복권의 스크래치 영역을 추상적인 방식으로 표현한다. 인쇄는 재활용 가능한 소재에 고품질 기법을 적용하였다. 이 완결된 비주얼 시스템은 젊은 참여자들을 위한 즐거움 가득한 스크래치 세계를 그려낸다.

수상 인정

A' Design Award 철상 소개

Gua Gua Xing Qiu 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. Gua Gua Xing Qiu 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. Gua Gua Xing Qiu 브랜드 아이덴티티, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

디자인 비하인드

프레스 킷

디자이너가 제공한 크레딧, 팀원 및 기술 세부 사항.

고유 특성: While ensuring readability, by reducing strokes and changing the structure appropriately, the wordmark gives people an unfamiliar sense of amazement and fun after they recognize Chinese characters and look further. The patterns follow the geometric design language of logo and expresses the appearance of scratching area of lottery abstractly. The whole visual system together portrays a scratch-off world that radiates fun and surprises that people are looking forward to exploring and unveiling.
치수 및 패키징: The minimum recommended size of the logo is 12 mm for physical printing and 100 px for digital display, and in addition, the design contains detailed requirements for the safe area of the logo and the combination of the individual elements.
태그: Brand identity, Chinese, Instant lottery, Fun, Youthful, Activities offline
생산 기술: GuaGuaXingQiu's minimalist and recognizable design conveys youthful vitality and fun. The materials are produced using sustainable materials to ensure that every entity of the brand is environmentally friendly. The precise execution of high-quality printing techniques on recyclable substrates reflects the brand's commitment to environmental responsibility and the eco-friendly and philanthropic attributes of the welfare lottery industry.
디자인 과제: For a long time, the strategy of China's lottery promotional activities has been centered on prize-winning and public welfare. It was a big challenge for the designer to change the client's strategy to focus on fun through practical and reliable data analysis and comprehensive design. It was also a challenge to convey the concept accurately, appeal to young people and avoid under-ageing (minors are not allowed to buy lottery tickets in China).
연구: Through data analysis, researchers found that today's Chinese lottery players pay more attention to fun and socializing when purchasing lottery tickets than winning. As a result, a plan was developed to give the lottery a new label by creating a new brand with a fun, youthful theme. Further, the research found that the fun of buying lottery tickets comes from the excitement of chasing change, which became the core concept that ties the whole design together.
영감: To solve Chinese lottery industry's difficulties in attracting youngsters, by studying language habits and social preferences of people, project creates a new brand for China welfare lottery's instant ticket promotion activities. The design deconstructs the excitement of seeking changes in dull life, which is the source of lottery's fun. With the visual system, designers build a world of fun and surprises for young players, and make scratching lotteries a new social currency for them.
프로젝트 기간: The project started in March 2023 in Beijing and finished in October 2023 in Beijing.
운영 흐름: The brand "Gua Gua Xing Qiu (Scratch-off Planet)" will mainly serve as offline activity zone, hosting the welfare lottery's offline activities and centralizing the focus of them. In designers' visions, the new brand may build a group of young lottery players who regard scratching lottery as a new social trend, which is adapted to the context of contemporary Chinese Internet culture, and make scratching lottery tickets a topic of young culture.
팀원: Xiao Xiao
Pan Li
Huang Hao
Chen Xu
Dr. Zhang Rong
Wu Fangbo
Hao Qian
Zhou Qian
Tian Jianing
Lin Hongnan
Liu Beibei
Ai Yangyu