The Early Chapter Identidade de Marca by Allan Toh

The Early Chapter Identidade de Marca by Allan Toh is a highly esteemed winner of the very prestigious 2022 A' Design Award de Ferro in Design Gráfico, Ilustração e Comunicação Visual Competition Category.

FerroGráfico· 2022

The Early Chapter Identidade de Marca

by Allan Toh

Client: Allan Toh

A' Design Award de Ferro Winner in Gráfico Category

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Verified Award Winner

Verify Award Status for #128237

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Colors

The Design

About The Early Chapter Identidade de Marca

The Early Chapter é uma identidade de marca criada para um clube de atividades para a primeira infância em Singapura. O clube ajuda as crianças a desenvolver o interesse pelo mandarim por meio de brincadeiras imersivas. O logótipo é construído a partir de formas simples em vermelho, amarelo e azul, empilhadas de modo a lembrar uma pequena cabana. A forma da cabana representa a comunidade que o clube pretende construir. O espaço negativo entre as formas desenha o caractere chinês correspondente a "mandarim", evidenciando o enfoque na língua chinesa. Um meio-sol sugere um ambiente estimulante e acolhedor para as crianças.

The Recognition

About the A' Design Award de Ferro

The Early Chapter Identidade de Marca conquistou o A' Design Award de Ferro, um reconhecimento prestigiado atribuído a bons designs que cumprem os requisitos profissionais e industriais esperados de criações bem concebidas. Os vencedores do Ferro demonstram grande habilidade, elevada especialização, compreensão especializada e capacidade criativa dos seus criadores. Espera-se que The Early Chapter Identidade de Marca seja uma criação muito considerada, admirada e estimada, prática e inovadora. Este design vencedor do A' Design Award de Ferro integra as melhores práticas do setor e tem características técnicas competentes associadas a conhecimento especializado e talento. Pela sua minúcia, The Early Chapter Identidade de Marca merece respeito e destina-se a proporcionar melhorias na qualidade de vida que ajudam a tornar o mundo num lugar melhor.

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.