Designet NYC Deal 99 Cent Store Merkevareidentitet av Chi Hao Chang er en høyt verdsatt vinner av den svært prestisjetunge 2020 A' Design Award i Bronse i konkurransekategorien Grafikk, illustrasjon og visuell kommunikasjonsdesign.
BronseGrafikk· 2020
NYC Deal 99 Cent Store Merkevareidentitet
Klient: School of Visual Arts
Vinner av A' Design Award i Bronse i kategorien Grafikk
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Om NYC Deal 99 Cent Store Merkevareidentitet
NYC Deal er en merkevareidentitet skapt for en 99-cent-butikk i New York City. Identiteten sentrerer seg rundt en dristig prislapp plassert på skrå, som minner om den dinglende bevegelsen til prislapper kundene griper etter og stabiliserer før de leser dem. Den skråstilte prislappen gjør den enkle prisen på 99 cent til merkevarens tydeligste budskap. Støtteelementene viser til produktene som selges i butikken. Trykte materialer benytter digital lasertrykk, mens handlenett, t-skjorter og andre tekstilprodukter benytter silketrykk for slitesterk farge.
Anerkjennelsen
Om A' Design Award i Bronse
NYC Deal 99 Cent Store Merkevareidentitet er vinner av A' Design Award i Bronse, en høyt prestisjefylt anerkjennelse som tildeles enestående design som utmerker seg ved kreativitet, oppfinnsomhet og skarpsindighet. Bronsevinnere er rikt dyktige og påfallende kreative gjenstander som bekrefter designernes store erfaring, fantasi og ressurssterkhet. NYC Deal 99 Cent Store Merkevareidentitet forventes å være en høyt ansett, beundret og verdsatt gjenstand som er bemerkelsesverdig profesjonell og nyskapende. Dette designet, som har vunnet A' Design Award i Bronse, rommer beste praksis innen kunst, vitenskap, design og teknologi og utmerker seg ved sin omtanke for detaljer. NYC Deal 99 Cent Store Merkevareidentitet tilfredsstiller behov på en strålende måte, berører ønsker, sjarmerer følelser og vekker nysgjerrighet.
Bak designet
Pressepakke
Krediteringer, teammedlemmer og tekniske detaljer levert av designeren.
- Unike egenskaper
- 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.
- Dimensjoner og emballasje
- The identity system will be used on various sizes, materials, platforms, which will not have a specific dimension.
- Stikkord
- Branding, Graphic Design, Identity, Logo, Poster
- Produksjonsteknologi
- 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.
- Designutfordring
- 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.
- Forskning
- 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.
- Inspirasjon
- 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.
- Prosjektvarighet
- The project started in November 2018 at the School of Visual Arts in New York City and was finished in April 2019.
- Driftsflyt
- 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.
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