Luliang Highland Vegetables 브랜드 아이덴티티 by Tian Rui Ling Dong

Luliang Highland Vegetables 브랜드 아이덴티티 by Tian Rui Ling Dong is a highly esteemed winner of the very prestigious 2024 A' Design Award 철상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

철그래픽· 2024

Luliang Highland Vegetables 브랜드 아이덴티티

by Tian Rui Ling Dong

Client: Shandong Tianrui Smart Marketing Planning Co., Ltd

A' Design Award 철상 Winner in 그래픽 Category

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Verified Award Winner
Verify Award Status for #161048

View at A' Design Award Press Release Award Badge

Colors

The Design

About Luliang Highland Vegetables 브랜드 아이덴티티

루량 고원 채소(Luliang Highland Vegetables)는 중국의 고원 채소 재배 지역을 위해 제작된 지역 브랜드 아이덴티티이다. 로고는 품질과 우수성을 상징하는 친숙한 이미지인 금메달을 중심으로 구성되었다. 시각적 중심에는 채소를 부리에 문 새가 자리하는데, 이는 채소가 좋은지 아닌지는 새만이 안다는 현지 속담에서 영감을 얻은 것이다. 빛과 새, 채소가 주요 그래픽 요소를 이룬다. 이 아이덴티티는 광활한 재배 면적과 생태적 재배 방식, 그리고 이 지역의 청정한 자연 환경을 부각시킨다.

The Recognition

About the A' Design Award 철상

Luliang Highland Vegetables 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. Luliang Highland Vegetables 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. Luliang Highland Vegetables 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: For regional public brand identity newly designed for Luliang Highland Vegetables. The Gold Medal logo image is a key element symbolizing uniqueness and importance. The main object of the design is to accent its excellence in China highland vegetable industry, as well as its extensive cultivation area and leading stance in the market due to exceptional climatic conditions. This has earned the brand public recognition for maintaining the pristine ecology and delivering high quality vegetables.
Dimensions & Packaging: Luliang County central square outdoor advertising
Kunming Luliang County highway outdoor advertising
Size: 5.25X13.8 M
Tags: Logo, Gold Medal, Vegetable, Pristine, Compelling, Prominent
Production Technology: In the conceptual design phase, the project team engaged in extensive and intensive consultations to refine and establish the dominant visual elements of the logo design. These elements included symbolic textual and graphic elements such as light, birds, and vegetables. To accurately convey these elements, the team spent a lot of time in optimizing hundreds of prototypes and adjusting color combinations, in order to ensure that the finalized version of the gold medal image would be perceived the best in visual and textural appeal.
Design Challenge: Accurately proving the prominent stance in China highland vegetables and its ecological attributes are crucial for designing a logo for Luliang Highland Vegetables. By incorporating the gold medal symbol and the top production endorsement, along with elements of theater, personality, and interaction, the team enhanced the brand identity, fostered engagement with consumers, and improved communication.
Research: The design team spent months in conducting field work in Luliang, Yunnan, to gain a comprehensive understanding and enhance the core visual elements of the logo design. Throughout the research process, the members delved into the distinct climatic and topographical conditions, and analyzed the ecological cultivation practices adhered by local community. This not only underscored the importance of health and environmental sustainability but also provided valuable insights for the design process.
Inspiration: The Gold Medal, being associated as a symbol of excellence and high quality in culture and society, resonates with people's perception of the brand. The deep connection between Luliang Highland Vegetables and the values behind the Gold Medal has been crucial in gaining extensive recognition, serving as a source of inspiration for the design.
Project Duration: The design phase of the project commenced on 10 January 2023 and wrapped in June of the same year. The final product debuted and implemented on 16 October 2023, in Luliang County.
Operation Flow: An image of a bird holding a vegetable in its mouth, standing in the visual focus of the logo, was inspired by a local proverb in Luliang who knows if the vegetables are good or not, only the bird knows. This proverb suggests the adherence to the eco friendly principles of crop cultivation in the region and emphasizes the importance of personal taste experience in assessing food quality over external evaluations based solely on how it looks like. The pattern conveys a respect for the purity of nature and the pursuit for unprocessed state.
Team Members: Xun Gao，Yang Li
Image Credits: Xun Gao，Yang Li