금 그래픽 · 2025
Infinite Borders 브랜드 아이덴티티
by Netease Games Art Design Center
- A' Design Award 금상 2025 in 그래픽
- CLIENT: NetEase Games
- Estimated Number of Design Views: 203,816
- Verification code 799F4AB38C · Verify this award
Colors
About Infinite Borders 브랜드 아이덴티티
Infinite Borders는 삼국시대를 배경으로 한 전략 게임의 브랜드 아이덴티티다. 브랜드 그래픽은 게임명의 상형문자적 형태와 전략 게임 플레이의 격자형 판면 인상에서 도출되었다. 한나라 시대에 널리 쓰였던 검정, 빨강, 흰색을 주조색으로 사용하고, 평면화된 서예 필획을 보조 요소로 활용했다. 여기에 현대적인 타이포그래피를 더해 체계적이고 평면적인 비주얼 시스템을 완성했다. 이 디자인은 디지털 포스터, 사용자 인터페이스 화면, 인쇄물에 적용되며, 시각적 일관성을 유지하면서 다양한 채널로 확장될 수 있다.
About the A' Design Award 금상
Infinite Borders 브랜드 아이덴티티, 이 작품은 A' Design Award 금상 수상작으로, 일류의 경이롭고 뛰어난 디자인에 수여되는 극히 권위 있는 인정입니다. 금상 수상작은 대단히 혁신적이고 선견지명이 있으며 눈부시게 빛나는 작품으로, 디자이너의 천재성, 지혜, 기량을 반영합니다. Infinite Borders 브랜드 아이덴티티, 이 작품은 가장 높이 평가받는 트렌드 선도적이고 기념비적인 발명품으로서 전례 없는 가치를 제공할 것으로 기대됩니다. 이 금상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 장관을 이루는 존경받는 프로젝트입니다. Infinite Borders 브랜드 아이덴티티, 이 작품은 강렬한 욕망을 불러일으키고 열정을 자아내며 창의성을 북돋우고 매료합니다.
Press Kit
- Unique Properties
- Positioned "The Authentic and Passionate Three Kingdoms," the brand traces the pictographic characters of its name and combines them with the "grid square" impression from strategy games to derive its brand graphics. It extracts the popular colors of black, red, and white from the Han Dynasty as its primary colors. Flat calligraphic brushstrokes are used as auxiliary elements. By incorporating modern typography, the brand provides new cultural experiences for the Three Kingdoms era.
- Dimensions & Packaging
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- Tags
- the Three Kingdoms,traditional innovation,oriental aesthetics, brand design
- Production Technology
- This design will be applied to digital posters, UI interfaces, and physical prints. By using a systematic, modern, and flat design, it ensures ease of extension for designers across various channels while maintaining overall brand visual consistency.
- Design Challenge
- To recreate an authentic impression of the Three Kingdoms, the design must have historical and cultural significance while embodying modern aesthetics and trends. Additionally, it needs to consider digital and print applications and ensure ease of extension for a global audience.
- Research
- By visiting museums of the Han Dynasty and the Three Kingdoms era, we studied artifacts' color schemes, textures, and other characteristics. We researched the age demographics and preferences of players, combining this with the game's own mechanics. Integrating these studies and research, we extracted pictographic characters and popular colors of the Han Dynasty, merging them with modern aesthetics to infuse new vitality into the traditional Three Kingdoms culture.
- Inspiration
- The Three Kingdoms period dates back 1,500 years. We have deeply studied the characters and colors from Han Dynasty culture, combining the "land grid" gameplay and the pictographic character of the "Shuai" logo to derive the square as the brand graphic. Using a design that appeals to younger and international aesthetics, we inject new cultural vitality into the Three Kingdoms and convey its charm to a broader global audience.
- Project Duration
- The project started its design phase in March 2023 and was completed in July 2023. It was officially launched in November 2023.
- Operation Flow
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- Image Credits
- Image #1: Director TzuYin Weng/Designer ChuJun Zhang,Key Visual for Netease 520 event, 2023.
Image #2: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng,Key Visual,2023.
Image #3: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng，Appstore Graphics,2023.
Image #4: Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng/Designer XiaoYang Tan/Designer Jerry Tse/Designer JieYu Hong,Esports Brand visual,2023.
Image #5:Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng/Designer XiaoYang Tan,merchandise,2023.
Video Credits:Director TzuYin Weng/Designer ChuJun Zhang,Ending cut,2023
