Icyuma Amashusho · 2022
The Early Chapter Umumenyetso w'Ikirango
by Allan Toh
- Igihembo cya A' Design Award cy'icyuma 2022 in Amashusho
- CLIENT: Allan Toh
- Estimated Number of Design Views: 10,377
- Verification code 021550CB6C · Verify this award
Colors
About The Early Chapter Umumenyetso w'Ikirango
The Early Chapter ni umumenyetso w'ikirango washinzwe ku bw'ikigo cy'ibikorwa by'abana bato muri Singapore. Iki kigo gifasha abana gukurura ushimishwa n'ururimi rw'Igishinwa (Mandarin) binyuze mu mikino iboneka ku buryo bwuzuye. Ilogo yubatswe hifashishijwe ibishushanyo byoroheje mu mabara y'umutuku, umuhondo, n'ubururu, byegeranyijwe hamwe kugira ngo bisa n'akazu gato. Iyi shusho y'akazu igereranya umuryango kigo iki gishaka kubaka. Umwanya utagaragara uri hagati y'ibishushanyo ugaragaza inyuguti y'Igishinwa isobanura Mandarin, kikaba kigaragaza ko ikigo kibanda ku rurimi rw'Igishinwa. Izuba rigabanyijemo kabiri rigereranya ibidukikije bishimishije kandi bikangurira abana bato.
About the Igihembo cya A' Design Award cy'icyuma
The Early Chapter Umumenyetso w'Ikirango ni uwegukanye Igihembo cya A' Design Award cy'icyuma, ishimwe ry'agaciro ritangwa ku bishushanyo byiza bihuza ibyo umwuga n'inganda bikeneye ku bihangano byashushanyijwe neza. Abegukanye icyuma bagaragaza ubuhanga bukomeye, ubumenyi bwihariye, imyumvire y'inzobere n'ubushobozi bwo guhanga bw'ababikoze. The Early Chapter Umumenyetso w'Ikirango biteganyijwe ko izaba igihangano cyubahwa, gishimwa kandi gikundwa, gifatika kandi gifite udushya. Iki gishushanyo cyegukanye icyuma gihuza uburyo bwiza bukoreshwa mu nganda kandi gifite ibiranga bya tekiniki bifite ubushobozi, bifatanye n'ubumenyi n'impano. The Early Chapter Umumenyetso w'Ikirango yubahwa kubera gukora neza, kandi yashushanyijwe kugira ngo inoze ubuzima, ifashe gutuma isi iba nziza.
Press Kit
- 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.
