Lezai Dental Clinic Signum et Identitas Notae by Guangzhou Cheung Ying Design Co., Ltd.

Lezai Dental Clinic Signum et Identitas Notae by Guangzhou Cheung Ying Design Co., Ltd. is a highly esteemed winner of the very prestigious 2021 Praemium A' Design Award Aeneum in Graphica Competition Category.

AesGraphica· 2021

Lezai Dental Clinic Signum et Identitas Notae

by Guangzhou Cheung Ying Design Co., Ltd.

Client: Guangzhou Cheung Ying Design Co., Ltd.

Praemium A' Design Award Aeneum Winner in Graphica Category

12,230

Verified Award Winner

Verify Award Status for #117574

View at A' Design Award Press Release Award Badge

Colors

The Design

About Lezai Dental Clinic Signum et Identitas Notae

Lezai Clinica Dentalis est signum et identitas notae ad clinicam dentalem creata. Consilium formis positivis et negativis utitur ad unum symbolum visuale efficiendum. Lineae rectae longae breveque cum ambitu circuli coniunctae adultos et pueros manus iungentes in orbe repraesentant. Forma negativa in medio positam dentis speciem sumit. Colores parvae saturationis sensum tranquillum et calidum praebent, atque imaginem securitatis, laetitiae et peritiae sustinent. Signum in forma vectoriali delineatur ad usum in mediis typis et digitalibus variarum magnitudinum, et libellus normarum notae usum constantem sustinet.

The Recognition

About the Praemium A' Design Award Aeneum

Lezai Dental Clinic Signum et Identitas Notae victor est Praemii A' Design Award Aeneum, honoris multum aestimati formis egregiis, creandi ingenio, sollertia et acumine insignibus dati. Victores Aenei opera perita et mire creandi sunt, quae experientiam, imaginationem et solertiam auctorum suorum confirmant. Exspectatur Lezai Dental Clinic Signum et Identitas Notae rem multum aestimatam, admiratam et carissimam, notabiliter professionalem et novam fore. Haec forma Aeneo victa optimas consuetudines artis, scientiae, formandi rationis et technologiae amplectitur et in cura minutiarum excellit. Lezai Dental Clinic Signum et Identitas Notae necessitates egregie explet, cupiditates tangit, sensus capit et curiositatem allicit.

Behind the Design

Press Kit

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

Unique Properties: The logo as a whole is applied with the inversion technique of graphic bottom in graphic design, which is to form a visual symbol with positive and negative shapes. The positive shape is formed with simple long and short straight lines combined with circle to outline a safe and joyful scene where adults and children hug and hold hands in a circle. And the negative shape in the middle takes the form of a tooth which presents the brand concept of joy in the teeth.
Dimensions & Packaging: The logo and visual system are designed in vector format to make it suitable for different sizes of digital and printed media. In order to prevent the mis-production of any items, we have prepared a comprehensive brand logo guidelines manual.
Tags: Logo, Branding, Packaging, Visual Identity, Graphic Design, Interior Design
Production Technology: To create a consistent visual system, all the necessary PMS color codes were provided for printed and digital media. In addition, RAL equivalents of these colors and fabric colors were also selected for the interior clinic space.
Design Challenge: The challenge mainly lies in how to find a design language that can not only express the attributes of the dental clinics industry, but also interpret the brand connotation, so that consumers can get a better brand experience.
Research: Before commencing on this project, we conducted in-depth research on the logo, visual identity, and graphic design of other dental clinics in the market. The research results show that the logos of dental clinics industry exhibit serious homogeneity and lacks brand uniqueness. Therefore, in our brand strategy, we have formulated a brand image of "Happy First, Warm Treatment", so that consumers can clearly feel the service characteristics and harmonious interactions conveyed by the brand.
Inspiration: LEZAI Dental Clinic is a comprehensive dental clinic with a joyful and warm environment, which has a special focus on women and children and coveys the brand concept of the joy in this moment. In order to highlight the clinic's brand image of sense of security + joy + professionalism, in the process of designing the brand logo, we have introduced the concept of Joy in the teeth which (in Chinese) is phonetically similar with and coincides with the concept of the joy in this moment.
Project Duration: The project started in October 2019 and finished in February 2020 in Guangzhou.
Operation Flow: The logo suggests the design philosophy and core values of the brand. It conveys the idea that women and children embrace dental health. The low-saturation brand colors create a relaxed and warm feeling, while the combined logo are used to convey the brand image of security, joy, and professionalism.
Team Members: Creative Director: Zhiji Dong
Designer: Lu Gu