Dragonpass Markenidentitéit by Mtc Brand Consultancy is a highly esteemed winner of the very prestigious 2023 A' Design Award an Sëlwer in Grafik, Illustratioun a Visuell Kommunikatiounsdesign Competition Category.

SëlwerGrafik· 2023

Dragonpass Markenidentitéit

by Mtc Brand Consultancy

Client: DragonPassCompanyLimited

A' Design Award an Sëlwer Winner in Grafik Category

48,542

Verified Award Winner

Verify Award Status for #150900

View at A' Design Award Press Release Award Badge

Colors

The Design

About Dragonpass Markenidentitéit

Dragonpass ass eng Markenidentitéit, déi fir en Ubidder vu Memberschaftsvirdeeler an Reesservicer entworf gouf. Dat neit Symbol kombinéiert d'Spuer vun engem Zauberstab mam Ufanksbuschtaf D a formt esou eng dynamesch Mark, déi méi Dimensiounen duerchkräizt. Déi original rout Faarfpalett gëtt mat Purpur a weideren Téin erweidert, fir der Identitéit e méi modesche Charakter ze ginn. Auxiliar Grafiken suerge fir méi Flexibilitéit bei de verschiddenen Uwendungen. Dat vereinfacht visuellt System ersetzt e verältert Emblem an ënnerstëtzt e méi internationaalt Markenimage.

The Recognition

About the A' Design Award an Sëlwer

Dragonpass Markenidentitéit ass e Gewënner vum A' Design Award an Sëlwer, enger aussergewéinlech prestigiéiser Unerkennung, déi un Designe vun der héchster Qualitéit, prächteg a beandrockend vergi gëtt. Sëlwer-Gewënner si bemierkenswäert brillant a ganz kreativ Wierker, déi d'erausragend Expertise, d'Talent an d'Schaarfsënnegkeet vun hire Designer weisen. Et gëtt erwaart, datt Dragonpass Markenidentitéit e wonnerbart, mustergëlteg, bemierkenswäert professionellt an déif innovatiivt Wierk ass. Dëst mam Sëlwer ausgezeechent Design ass eng bemierkenswäert, bewonnert Erfindung, déi dozou bäidréit, d'Grenze vun der Konscht, der Wëssenschaft, vum Design an der Technologie ze erweideren. Dragonpass Markenidentitéit ass eng Kreatioun, op déi vill neidesch sinn, déi Wënsch erweckt, positiv Gefiller bréngt an Erstaunen a Wonner erweckt.

Behind the Design

Press Kit

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

Unique Properties: As the world second largest and the No.1 Asia-Pacific membership benefit solutions service provider, DragonPass has encountered a new strategic transformation opportunity. However, its image has become traditional and aging over the past 17 years, requiring a brand image upgrade.This case uses global vision, diversity, vitality, and humanism as keywords. By redesigning the brand's symbols and extending graphics, activating the brand colors, it redefines and standardizes the DragonPass brand visual system.
Tags: VI reshape, travel, magician, color activation, interactivity
Production Technology: Based on the brand personality of Magician, the design team used the concept of magical wand trace and combined it with the initial letter "D" of DragonPass for the design. The new logo of DragonPass is dynamic, with magical wand trace crossing multiple dimensions, symbolizing that DragonPass will always bring surprises to it’s clients and users.In addition, the design team built upon the original red-dominated visual identity by adding elegant and fashionable colors like purple, making DragonPass even more attractive.
Design Challenge: The challenge in this case is to inherit and reshape the brand's original visual image, which must comply with the development of visual trends without completely deviating from the original impression. To achieve this, the design team refined and innovated elements based on DragonPass's original visual assets, aligning with the corporate culture and catering to popular aesthetic concepts. At the same time, they added a sense of freshness and appeal to the brand's visual image.
Research: As a global intelligent travel service platform, DragonPass takes quality travel as the core, has built a member service system covering travel, health, living, entertainment and other lifestyle scenes. In the field of airport lounges providers, it has been ranked the first in Asia Pacific and the second in the world in the global service network.
Inspiration: The original brand identity of DragonPass was a dragon emblem, which is an element of Eastern culture. As a global enterprise originating from China, DragonPass should have greater cultural inclusivity, and its brand image needs a more internationalized revamp.The design team, through co-creation with the company's management team, refined a new inspiring mission for DragonPass: "Going For New Aspirations." They also used the Magician archetype from the brand personality model as the basis for the brand image design.
Project Duration: The project began in Guangzhou in May 2022 and launched in Guangzhou in February 2023.
Operation Flow: The new VI reduces complexity and returns to a simple appeal, making it easier to be recognized and disseminated in all scenarios. It aligns with the global urban aesthetic trend, helping shape an international and upscale brand image while interpreting the concepts and visions of DragonPass.The auxiliary graphics have strong visual impact, adaptability, and flexibility, which enhance the overall visual effects. They also carry symbolic meanings such as "active", "enjoy", and "cheerful", serving as expressions of the brand's attitude and emotions.