The Early Chapter د برانډ پیژندنه by Allan Toh is a highly esteemed winner of the very prestigious 2022 د اوسپنې A' Design Award جایزه in د ګرافیکس، انځورګرۍ او لیدنیز اړیکو ډیزاین Competition Category.
اوسپنهګرافیک· 2022
The Early Chapter د برانډ پیژندنه
by Allan Toh
Client: Allan Toh
د اوسپنې A' Design Award جایزه Winner in ګرافیک Category
Verified Award Winner
Verify Award Status for #128237The Design
About The Early Chapter د برانډ پیژندنه
دا ابتدايي څپرکی د سینګاپور لپاره یو د ماشومتوب لومړنیو فعالیتونو ټولنیز کلوپ لپاره جوړ شوی د برانډ پیژندنه ده. دا کلوپ ماشومانو سره مرسته کوي چې د ژور ښکېلتیا لرونکي لوبو له لارې د مندارین ژبې په اړه لېوالتیا پیدا کړي. لوګو د سره، ژېړ او نيلي رنګونو له ساده شکلونو څخه جوړ شوی، چې د یوې کوچنۍ کوټې (هټ) په څېر یو پر بل ایښودل شوي دي. د کوټې بڼه هغه ټولنه استازیتوب کوي چې کلوپ غواړي یې رامنځته کړي. د شکلونو تر منځ منفي (خالي) ځای د مندارین ژبې لپاره د چینایي توري بڼه جوړوي، چې پر چینایي ژبې تمرکز ښیي. یو نیم لمر د کوچنیو ماشومانو لپاره د یوه روحیهپارونکي چاپیریال احساس وړاندې کوي.
The Recognition
About the د اوسپنې A' Design Award جایزه
The Early Chapter د برانډ پیژندنه د اوسپنې A' Design Award جایزې ګټونکی دی، یوه ویاړلې پېژندنه چې ښو ډیزاینونو ته ورکول کېږي چې هغه مسلکي او صنعتي اړتیاوې پوره کوي چې له ښه ډیزاین شویو جوړښتونو څخه تمه کېږي. د اوسپنې ګټونکي د خپلو جوړوونکو لویه مهارت، لوړه تخصص، کارپوهانه پوهه او خلاقي وړتیا ښيي. له The Early Chapter د برانډ پیژندنه څخه تمه کېږي چې یو ډېر ارزښتناک، ستایل شوی او ګران جوړښت وي چې عملي او نوښتګر دی. دا د اوسپنې A' Design Award جایزې ګټونکی ډیزاین د صنعت غوره کړنلارې یو ځای کوي او وړ تخنیکي ځانګړتیاوې لري چې له پوهې او استعداد سره تړلي دي. The Early Chapter د برانډ پیژندنه د خپل دقت له امله درناوی کېږي او د ژوند د کیفیت داسې ښه والی وړاندې کولو لپاره ډیزاین شوی چې نړۍ یو ښه ځای ګرځولو کې مرسته کوي.
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.
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