Gua Gua Xing Qiu Tożsamość Marki by Sxdesign

Gua Gua Xing Qiu Tożsamość Marki by Sxdesign is a highly esteemed winner of the very prestigious 2024 Żelazna Nagroda A' Design Award in Grafika, Ilustracja i Komunikacja Wizualna Competition Category.

ŻelaznaGrafika· 2024

Gua Gua Xing Qiu Tożsamość Marki

by Sxdesign

Client: Guangxi Welfare Lottery Issue Center

Żelazna Nagroda A' Design Award Winner in Grafika Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About Gua Gua Xing Qiu Tożsamość Marki

Gua Gua Xing Qiu to tożsamość marki stworzona na potrzeby promocyjnych działań loterii z zdrapkami w Chinach. Logotyp redukuje liczbę kresek i dostosowuje strukturę chińskich znaków, dzięki czemu zachowana zostaje czytelność, a jednocześnie przy bliższym spojrzeniu pojawia się element zaskoczenia. Grafiki nawiązują do geometrycznego języka logo i wyrażają w abstrakcyjny sposób obszar zdrapywania na losie loteryjnym. Druk wykorzystuje wysokiej jakości techniki na materiałach nadających się do recyklingu. Kompletny system wizualny przedstawia pełen zabawy świat zdrapek, skierowany do młodych graczy.

The Recognition

About the Żelazna Nagroda A' Design Award

Gua Gua Xing Qiu Tożsamość Marki to laureat Żelaznej Nagrody A' Design Award, prestiżowego wyróżnienia przyznawanego dobrym projektom, które spełniają zawodowe i przemysłowe wymagania oczekiwane od dobrze zaprojektowanych dzieł. Laureaci Żelaznej Nagrody wykazują wielką biegłość, wysoką specjalizację, fachowe zrozumienie i zdolności twórcze ich autorów. Gua Gua Xing Qiu Tożsamość Marki ma być wysoko cenionym, podziwianym i drogim sercu dziełem, które jest praktyczne i innowacyjne. Ten projekt nagrodzony Żelazną Nagrodą A' Design Award integruje najlepsze praktyki branżowe i ma kompetentne cechy techniczne powiązane z wiedzą fachową i talentem. Dzięki starannemu wykonaniu Gua Gua Xing Qiu Tożsamość Marki cieszy się szacunkiem, a jego zadaniem jest zapewnianie poprawy jakości życia, która pomaga uczynić świat lepszym miejscem.

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