Gua Gua Xing Qiu ອັດຕະລັກຊົນຂອງແບຣນ by Sxdesign is a highly esteemed winner of the very prestigious 2024 A' Design Award ລະດັບເຫຼັກ in ການອອກແບບກຣາຟິກ, ພາບປະກອບ ແລະ ການສື່ສານດ້ວຍພາບ Competition Category.
ເຫຼັກກຣາຟິກ· 2024
Gua Gua Xing Qiu ອັດຕະລັກຊົນຂອງແບຣນ
by Sxdesign
Client: Guangxi Welfare Lottery Issue Center
A' Design Award ລະດັບເຫຼັກ Winner in ກຣາຟິກ Category
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- Verified Award Winner
- Verify Award Status for #155947
The Design
About Gua Gua Xing Qiu ອັດຕະລັກຊົນຂອງແບຣນ
Gua Gua Xing Qiu ແມ່ນອັດຕະລັກຊົນຂອງແບຣນທີ່ຖືກສ້າງຂຶ້ນສຳລັບກິດຈະກຳໂປຣໂມຊັນສະຫຼາກກິນແບ່ງແບບຂູດທັນທີໃນປະເທດຈີນ. ໂລໂກ້ຄຳ (wordmark) ໄດ້ຫຼຸດຜ່ອນຈຳນວນເສັ້ນຂີດ ແລະ ປັບໂຄງສ້າງຂອງຕົວອັກສອນຈີນ ເພື່ອຮັກສາຄວາມສາມາດອ່ານໄດ້ ໃນຂະນະດຽວກັນກໍ່ສ້າງຄວາມຮູ້ສຶກປະຫຼາດໃຈເມື່ອເບິ່ງໃກ້ໆ. ພາບກຣາຟິກປະຕິບັດຕາມພາສາເລຂາຄະນິດຂອງໂລໂກ້ ແລະ ສະແດງອອກເຖິງພື້ນທີ່ຂູດຂອງໃບຫວຍໃນຮູບແບບນາມມະທຳ. ການພິມນຳໃຊ້ເຕັກນິກຄຸນນະພາບສູງເທິງວັດສະດຸທີ່ສາມາດນຳກັບມາໃຊ້ໃໝ່ໄດ້. ລະບົບພາບລວມທັງໝົດໄດ້ສະທ້ອນໃຫ້ເຫັນເຖິງໂລກແຫ່ງຄວາມມ່ວນຊື່ນຂອງການຂູດຫວຍ ສຳລັບຜູ້ຫຼິ້ນທີ່ເປັນໄວໜຸ່ມ.
The Recognition
About the A' Design Award ລະດັບເຫຼັກ
Gua Gua Xing Qiu ອັດຕະລັກຊົນຂອງແບຣນ ແມ່ນຜູ້ຊະນະ A' Design Award ລະດັບເຫຼັກ ເຊິ່ງເປັນການຍອມຮັບທີ່ມີກຽດສຳລັບການອອກແບບທີ່ດີ ທີ່ຕອບສະໜອງຄວາມຕ້ອງການທາງວິຊາຊີບ ແລະ ອຸດສາຫະກຳທີ່ຄາດຫວັງຈາກຜົນງານທີ່ອອກແບບມາຢ່າງດີ. ຜູ້ຊະນະລະດັບເຫຼັກສະແດງເຖິງທັກສະອັນຍິ່ງໃຫຍ່ ຄວາມຊຳນານສະເພາະສູງ ຄວາມເຂົ້າໃຈຂອງຜູ້ຊ່ຽວຊານ ແລະ ຄວາມສາມາດໃນການສ້າງສັນຂອງຜູ້ສ້າງ. Gua Gua Xing Qiu ອັດຕະລັກຊົນຂອງແບຣນ ຖືກຄາດວ່າຈະເປັນຜົນງານທີ່ໄດ້ຮັບການຍົກຍ້ອງສູງ ໜ້າຊົມເຊີຍ ແລະ ເປັນທີ່ຮັກແພງ ທີ່ໃຊ້ງານໄດ້ຈິງ ແລະ ມີນະວັດຕະກຳ. ການອອກແບບທີ່ຊະນະລະດັບເຫຼັກນີ້ລວມວິທີປະຕິບັດທີ່ດີທີ່ສຸດຂອງອຸດສາຫະກຳ ແລະ ມີຄຸນລັກສະນະທາງເຕັກນິກທີ່ມີຄວາມສາມາດ ເຊື່ອມໂຍງກັບຄວາມຮູ້ ແລະ ພອນສະຫວັນ. Gua Gua Xing Qiu ອັດຕະລັກຊົນຂອງແບຣນ ໄດ້ຮັບການເຄົາລົບສຳລັບຄວາມລະອຽດຮອບຄອບ ແລະ ຖືກອອກແບບເພື່ອປັບປຸງຄຸນນະພາບຊີວິດ ຊ່ວຍເຮັດໃຫ້ໂລກເປັນບ່ອນທີ່ດີຂຶ້ນ.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- While ensuring readability, by reducing strokes and changing the structure appropriately, the wordmark gives people an unfamiliar sense of amazement and fun after they recognize Chinese characters and look further. The patterns follow the geometric design language of logo and expresses the appearance of scratching area of lottery abstractly. The whole visual system together portrays a scratch-off world that radiates fun and surprises that people are looking forward to exploring and unveiling.
- Dimensions & Packaging
- The minimum recommended size of the logo is 12 mm for physical printing and 100 px for digital display, and in addition, the design contains detailed requirements for the safe area of the logo and the combination of the individual elements.
- Tags
- Brand identity, Chinese, Instant lottery, Fun, Youthful, Activities offline
- Production Technology
- GuaGuaXingQiu's minimalist and recognizable design conveys youthful vitality and fun. The materials are produced using sustainable materials to ensure that every entity of the brand is environmentally friendly. The precise execution of high-quality printing techniques on recyclable substrates reflects the brand's commitment to environmental responsibility and the eco-friendly and philanthropic attributes of the welfare lottery industry.
- Design Challenge
- For a long time, the strategy of China's lottery promotional activities has been centered on prize-winning and public welfare. It was a big challenge for the designer to change the client's strategy to focus on fun through practical and reliable data analysis and comprehensive design. It was also a challenge to convey the concept accurately, appeal to young people and avoid under-ageing (minors are not allowed to buy lottery tickets in China).
- Research
- Through data analysis, researchers found that today's Chinese lottery players pay more attention to fun and socializing when purchasing lottery tickets than winning. As a result, a plan was developed to give the lottery a new label by creating a new brand with a fun, youthful theme. Further, the research found that the fun of buying lottery tickets comes from the excitement of chasing change, which became the core concept that ties the whole design together.
- Inspiration
- To solve Chinese lottery industry's difficulties in attracting youngsters, by studying language habits and social preferences of people, project creates a new brand for China welfare lottery's instant ticket promotion activities. The design deconstructs the excitement of seeking changes in dull life, which is the source of lottery's fun. With the visual system, designers build a world of fun and surprises for young players, and make scratching lotteries a new social currency for them.
- Project Duration
- The project started in March 2023 in Beijing and finished in October 2023 in Beijing.
- Operation Flow
- The brand "Gua Gua Xing Qiu (Scratch-off Planet)" will mainly serve as offline activity zone, hosting the welfare lottery's offline activities and centralizing the focus of them. In designers' visions, the new brand may build a group of young lottery players who regard scratching lottery as a new social trend, which is adapted to the context of contemporary Chinese Internet culture, and make scratching lottery tickets a topic of young culture.
- Team Members
- Xiao Xiao
Pan Li
Huang Hao
Chen Xu
Dr. Zhang Rong
Wu Fangbo
Hao Qian
Zhou Qian
Tian Jianing
Lin Hongnan
Liu Beibei
Ai Yangyu
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