The Early Chapter Брэндийн Дүрслэл by Allan Toh

The Early Chapter Брэндийн Дүрслэл by Allan Toh is a highly esteemed winner of the very prestigious 2022 A' Design Award Төмөр шагнал in График, зураглал ба визуал харилцааны дизайн Competition Category.

ТөмөрГрафик· 2022

The Early Chapter Брэндийн Дүрслэл

by Allan Toh

Client: Allan Toh

A' Design Award Төмөр шагнал Winner in График Category

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Verified Award Winner

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Colors

The Design

About The Early Chapter Брэндийн Дүрслэл

The Early Chapter нь Сингапур улс дахь бага насны хүүхдийн үйл ажиллагааны клубын брэндийн дүрслэл юм. Энэ клуб нь хүүхдүүдэд идэвхтэй тоглоомоор дамжуулан хятад хэлэнд сонирхол төрүүлэхэд тусалдаг. Лого нь улаан, шар, цэнхэр өнгийн энгийн дүрсүүдээс бүтээгдсэн бөгөөд жижиг овоохой шиг эгнэсэн байдалтай. Овоохойн хэлбэр нь клубын бий болгохыг зорьж буй нийгэмлэгийг илэрхийлдэг. Дүрсүүдийн хоорондох сөрөг орон зай нь "хятад хэл" гэсэн утгатай хятад иероглифийг үүсгэж, хятад хэлэнд төвлөрч буйг харуулдаг. Хагас нар нь бага насны хүүхдүүдэд урам зориг өгөх орчныг илэрхийлдэг.

The Recognition

About the A' Design Award Төмөр шагнал

The Early Chapter Брэндийн Дүрслэл нь A' Design Award Төмөр шагналын ялагч бөгөөд сайн зохиогдсон бүтээлээс хүлээгддэг мэргэжлийн болон үйлдвэрлэлийн шаардлагыг хангасан сайн загварт олгодог нэр хүндтэй хүлээн зөвшөөрөлт юм. Төмөр ялагчид бүтээгчдийнхээ агуу ур чадвар, өндөр мэргэшил, мэргэжилтний ойлголт, бүтээлч чадавхийг харуулдаг. The Early Chapter Брэндийн Дүрслэл нь өндөр үнэлэгдсэн, биширсэн, хайрласан, практик, шинэлэг бүтээл байх болно гэж хүлээгддэг. Төмөр шагнал хүртсэн энэ загвар нь салбарын шилдэг туршлагыг нэгтгэж, мэдлэг, авьяастай холбогдсон чадварлаг техникийн шинж чанартай. The Early Chapter Брэндийн Дүрслэл нь нухацтай байдлаараа хүндлэгддэг бөгөөд амьдралын чанарыг сайжруулж, дэлхийг илүү сайхан газар болгоход туслахаар зохиогдсон.

Behind the Design

Press Kit

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

Unique Properties: The Early Chapter is an early childhood activities clubhouse for children to develop an interest in Mandarin through immersive play. The logo consists of simple shapes in primary colors- red, yellow, and blue, stacked to look like a hut or small house. This represents the community that the brand tries to create. The negative space between the shapes forms the Chinese written character for Mandarin, which represents the clubhouse's emphasis on the Chinese language (Mandarin). The half-sun symbolizes the uplifting environment The Early Chapter wishes to create for the rising young stars of tomorrow.
Dimensions & Packaging: The minimum height of the logo for web is 45px. The minimum height for print is 10mm.
Tags: The Early Chapter, Early Childhood Clubhouse, Children, Mandarin, Chinese, Activities, Fun, Playful.
Production Technology: I started out by understanding from the client's perspective what they wanted, and went on to use mind maps to break down the meanings and associations for the words, "Early", and 'Clubhouse". I gathered that 'sun' is a good representation of 'early' and that a 'hut' is a nice association for a clubhouse.
Design Challenge: The challenge was to create a suitable colour palette as I was working with the 3 primary colours. I also have to be mindful in creating a brand identity that feels trustworthy yet uplifting and fun. I have to find a balance point such that the outcome does not appear boring while attempting to be trustworthy, and also not being too childish and unreliable while trying to be fun and uplifting. I hope I managed to strike a good balance here.
Research: Desk research, market study and brand positioning analysis were conducted to understand the context, target market and competition. Stakeholder interviews, target market study and competitive analysis were carried out. The research indicated that children in the target age group(1.5-6 years) engage in constructive play, and decipher primary colours such as red, yellow and blue better. The findings gave a clear design direction and contributed to an outcome that is more relevant and appropriate.
Inspiration: Inspired by the idea of a "close-knit and fun community for children", I wanted to create a logo that looks like a colourful hut that feels uplifting, fun and safe. The colours are carefully selected- red for attention, yellow for fun and blue for safety. They also happen to be the primary colours which children can easily identify with.
Project Duration: The project started in late April 2021 in Singapore, and finished in late June 2021. The clubhouse is has completed renovations and is open to the public since November 2021. The logo and brand materials are used in stores and for marketing purposes.
Operation Flow: Due to the use of three primary colour hues, it is ideal the logo appears on a White or Floral White (beige-looking) background. Floral white provides a warm support for the three colours so the logo stands out well.
Patents: Copyrights belong to Allan Toh Design Studio, 2021.