Hyzy World Youth Activity Center 기업 아이덴티티 by Ecust Creplus Design

Hyzy World Youth Activity Center 기업 아이덴티티 by Ecust Creplus Design is a highly esteemed winner of the very prestigious 2025 A' Design Award 금상 in 광고, 마케팅 및 커뮤니케이션 디자인 Competition Category.

금광고· 2025

Hyzy World Youth Activity Center 기업 아이덴티티

by Ecust Creplus Design

Client: HYZY World Youth Activity Center

A' Design Award 금상 Winner in 광고 Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Hyzy World Youth Activity Center 기업 아이덴티티

Hyzy World 로고는 완전성과 완벽함을 상징하는 원형 형태를 채택하고, 건축적 아치를 핵심 요소로 매끄럽게 통합합니다. 2차원과 3차원 표현을 결합함으로써 '미래로의 관문'이라는 개념을 구현합니다. 로고의 독특한 하이라이트는 숨겨진 하트 형태의 디테일입니다: 위에서 내려다볼 때 완벽한 하트가 드러나며, 햇빛 아래에서는 그림자 또한 자연스럽게 하트 형태를 이룹니다. 이러한 듀얼 하트 콘셉트는 '사랑으로 키우다'라는 브랜드의 핵심 철학을 아름답게 전달합니다.

The Recognition

About the A' Design Award 금상

Hyzy World Youth Activity Center 기업 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. Hyzy World Youth Activity Center 기업 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. Hyzy World Youth Activity Center 기업 아이덴티티, 이 작품은 강렬한 욕망을 불러일으키고 열정을 자아내며 창의성을 북돋우고 매료합니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: HYZY World Youth Activity Center is the largest youth activity center in China, with a total construction area of approximately 100,000 square meters. The brand owner sought a logo that is modern and minimalist while conveying the spirit of care in youth education, the pursuit of excellence, and a forward-looking vision. Additionally, the design needed to reflect the architectural characteristics of the center.

Instead of adopting a traditional two-dimensional design approach, the HYZY World logo reinterprets the circular form in a three-dimensional space. This approach preserves the integrity of the ring while creating an open and dynamic structure that seamlessly incorporates the center’s iconic arch element. The logo is versatile for both graphic applications and three-dimensional spatial installations. The central arch not only reflects the architectural features but also symbolizes the "Gateway to the Future."

The most unique and heartfelt aspect of the design lies in its hidden “heart” Easter egg: when viewed from a top-down perspective, the logo naturally forms a heart shape, and under specific lighting conditions, the projected shadow also reveals a heart. This dual-heart concept perfectly embodies HYZY World Youth Activity Center’s core philosophy of "educating with love."

The mascot design is inspired by the only figurative building within the Hyzy World Youth Activity Center complex: the Whale Theater. The two mascots are adorable whale avatars—one representing a boy and the other a girl—both dressed in playful whale-themed outfits full of energy and charm. The white shape on their chests reflects the signature arch of the building. A hidden design easter egg adds an extra layer of creativity: when viewed from a top-down perspective, the mascots together form the image of two cute little whales.
Tags: Logo, Branding, IP Design, Mascot design
Design Challenge: Integrating the circular form with the building’s signature arch while maintaining an open and minimalist aesthetic posed a significant design challenge. To overcome this, I moved beyond traditional two-dimensional design and reinterpreted the circular shape in three-dimensional space. This approach preserved the integrity of the circle while introducing a dynamic, open structure that seamlessly incorporates the building’s arch.
In its three-dimensional form, the central arch of the logo not only reflects the architectural identity but also symbolizes the “Gateway to the Future.” Additionally, a hidden design element enhances its emotional impact: when viewed from above, the logo naturally forms a heart shape, and under specific lighting conditions, its shadow also casts a heart. This dual-heart concept beautifully embodies Hyzy World Youth Activity Center’s core philosophy of “nurturing with love.”
Research: We conducted in-depth research into the architectural form and design concept of the Hyzy World Youth Activity Center. We made extensive design attempts focusing on using the architectural shape as the primary design element for the logo. Additionally, we explored breakthroughs in logo design, transitioning from two-dimensional to three-dimensional design concepts.
Inspiration: The Hyzy World Youth Activity Center is an extensive architectural complex. Incorporating too many intricate details in the logo would make it overly complex and difficult to recognize. Instead, the design focuses on the most frequently mentioned architectural feature of HYZY World: the arch. This key element is combined with a circular form, symbolizing wholeness and perfection. By transforming the logo from a flat design into a three-dimensional structure, it achieves an open, converging form rich in meaning and depth.
Project Duration: The project was launched in December 2023 in Shanghai, China, and will conclude in May 2024. Location: 6258 Dongfang Meigu Avenue, Shanghai, China.
Operation Flow: Initially, the owners of The HYZY World Youth Activity Center conducted a three-month logo design competition, but the submitted designs did not meet expectations. As a result, they reached out to us. After more than two months of in-depth research and exploration of design concepts, we submitted the logo and mascot design proposal in May 2024, which was ultimately approved. The brand owner was highly satisfied with the designs and gave them high praise and recognition.
Patents: All Copyrights ECUST-CRE+ Design, 2025
Team Members: Creative Director: Shan Hao
Art Director: Du Weimiao
Graphic Designer: Hua Yizhou
Image Credits: All Copyrights ECUST-Creplus Design, 2025