Chi Hao Chang의 NYC Deal 99 Cent Store 브랜드 아이덴티티

디자이너 Chi Hao Chang의 작품 NYC Deal 99 Cent Store 브랜드 아이덴티티은(는) 매우 권위 있는 2020 A' Design Award 동상의 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 부문에서 탁월한 수상작입니다.

동그래픽· 2020

NYC Deal 99 Cent Store 브랜드 아이덴티티

디자이너: Chi Hao Chang

클라이언트: School of Visual Arts

그래픽 부문 A' Design Award 동상 수상작

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NYC Deal 99 Cent Store 브랜드 아이덴티티 소개

NYC Deal은 뉴욕시의 99센트 매장을 위해 제작된 브랜드 아이덴티티다. 이 아이덴티티는 비스듬히 기울어진 대담한 가격표를 중심으로 전개되는데, 이는 고객이 손을 뻗어 붙잡고 고정시킨 뒤 읽게 되는 흔들리는 태그의 움직임을 연상시킨다. 기울어진 태그는 99센트라는 단일 가격을 브랜드의 가장 명확한 메시지로 만들어 준다. 보조 요소들은 매장에서 판매되는 상품들을 상징한다. 인쇄물은 디지털 레이저 인쇄를 사용하며, 토트백과 셔츠를 비롯한 패브릭 아이템은 내구성 있는 잉크를 위해 실크스크린 인쇄를 적용했다.

수상 인정

A' Design Award 동상 소개

NYC Deal 99 Cent Store 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. NYC Deal 99 Cent Store 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. NYC Deal 99 Cent Store 브랜드 아이덴티티, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

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디자이너가 제공한 크레딧, 팀원 및 기술 세부 사항.

고유 특성: NYC Deal is a local 99 cents store in New York City. To rebrand this store, it is important to let people grasp the most distinctive attraction of the store, that everything is only priced at 99 cents. With this design, no one can ignore the bold and striking price tag. Moreover, the designer carefully captured the inviting dangling movement to the drive to stimulate potential customers to grab a hold of the moving price tag themselves.
치수 및 패키징: The identity system will be used on various sizes, materials, platforms, which will not have a specific dimension.
태그: Branding, Graphic Design, Identity, Logo, Poster
생산 기술: For the packages and stationaries of the brand, digital laser printing will be used on various related productions. For the tote bags, shirts, and any other products that will be printed on fabrics will use screen printing to make the inks durable.
디자인 과제: The challenge was to design a clear but powerful logo for the brand. The logo should be able to grab ahold of eyeballs of pedestrians and inform them about the main attraction of the store. This was the problem he sought out to solve at the first place. In the process of designing, the designer also struggled to grapple with the existing design at hand and avoided being limited by it. Hence, he spent a lot of effort into balancing his own creative process while maintaining the original identity. The logo should, of course, be different, but people should also still be able to identify the brand from past experience.
연구: The type of research was conducted based on marketing and branding. The objective of the design is to make the brand more recognizable from other similar shops. Through competitor analysis, user research, and brand positioning strategy, the designer recognized that this kind of value shops make profits by selling bulks of products, instead of specialized sophisticated single items. Hence, it is critical for the brand to capture the attention of customers through branding. As a result, the logo was created to invite customers in with its dangling movement and simple statement, 99 cents.
영감: The angle of the symbol was inspired by the dangling price tag. When customers try to see the price of an item, they usually need to reach for the dancing price tag and pause it for the read. The design captured this movement as the main feature of the logo, encapsulating the shopping experience in one graphic. As for supporting elements, some features of the products in the shops are included.
프로젝트 기간: The project started in November 2018 at the School of Visual Arts in New York City and was finished in April 2019.
운영 흐름: The inspiration of the designer mostly comes from his careful observation of the surrounding environment in New York City. The designer has noticed how 99 cent stores can truly come handy when the budget is tight. As a result, he sought to improve the logo so people can understand its main feature more intuitively. First, he created the mood board by using the photos from the street to start sketching. After about fifty different trials, he finally decided on this distinctive and simple logo to grab attention from customers.