Umushinga Dragonpass Umwirondoro w'Ikirango wa Mtc Brand Consultancy ni uwatsinze igihembo cyubahwa cyane 2023 Igihembo cya A' Design Award cya Ifeza mu Cyiciro cy'Ihiganwa cya Igishushanyo cy'Amashusho.

IfezaAmashusho· 2023

Dragonpass Umwirondoro w'Ikirango

na Mtc Brand Consultancy

Umukiriya: DragonPassCompanyLimited

Uwatsinze Igihembo cya A' Design Award cya Ifeza mu Cyiciro cya Amashusho

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Uwatsinze Igihembo Yemejwe

Emeza Uko Igihembo Gihagaze ku #150900

Reba kuri A' Design Award Itangazo ry'Ikinyamakuru Ikimenyetso cy'Igihembo

Amabara

Imigereranyo

Ibyerekeye Dragonpass Umwirondoro w'Ikirango

Dragonpass ni umwirondoro w'ikirango wakozwe ku isosiyete itanga inyungu z'abanyamuryango na serivisi z'ingendo. Ikimenyetso gishya gihuza umurongo w'inkoni y'ubumaji n'inyuguti ya mbere D, bikarema ikirango gifite imbaraga kinyura mu byerekezo bitandukanye. Amabara y'umutuku y'umwimerere yongewemo umuhondo w'ubururu (purple) n'andi mabara kugira ngo umwirondoro ugire imiterere igezweho kurushaho. Ibishushanyo by'inyongera bituma bikoreshwa mu buryo bunyuranye kandi byoroshye. Sisitemu y'igaragaza yoroheje isimbuye ikirango cyari gishaje kandi ishyigikira ishusho y'ikirango mpuzamahanga kurushaho.

Ishimwe

Ibyerekeye Igihembo cya A' Design Award cya Ifeza

Dragonpass Umwirondoro w'Ikirango ni uwegukanye Igihembo cya A' Design Award cya Ifeza, ishimwe ridasanzwe ry'agaciro gakomeye ritangwa ku bishushanyo byo ku rwego rwo hejuru, byiza kandi bikora ku mutima. Abegukanye Ifeza ni ibihangano by'ubuhanga bukomeye kandi bifite guhanga kwinshi, bigaragaza ubuhanga bwimbitse, impano n'ubushishozi bw'ababihanze. Dragonpass Umwirondoro w'Ikirango biteganyijwe ko izaba igihangano cy'icyitegererezo, gifite ubunyamwuga bukomeye n'udushya twimbitse. Iki gishushanyo cyegukanye Ifeza ni igihangano kizwi kandi gishimwa, gifasha kugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Dragonpass Umwirondoro w'Ikirango ni igihangano benshi bifuza, gikangura ibyifuzo, gitanga amarangamutima meza kandi gitera igitangaza.

Inyuma y'Imigereranyo

Dosiye y'Itangazamakuru

Amazina y'abagize uruhare, abagize itsinda n'amakuru y'ubuhanga byatanzwe n'umuhanzi.

Ibintu Bidasanzwe: As the world second largest and the No.1 Asia-Pacific membership benefit solutions service provider, DragonPass has encountered a new strategic transformation opportunity. However, its image has become traditional and aging over the past 17 years, requiring a brand image upgrade.This case uses global vision, diversity, vitality, and humanism as keywords. By redesigning the brand's symbols and extending graphics, activating the brand colors, it redefines and standardizes the DragonPass brand visual system.
Ibibazo Fatizo: VI reshape, travel, magician, color activation, interactivity
Ikoranabuhanga ryo Guteza Imbere: Based on the brand personality of Magician, the design team used the concept of magical wand trace and combined it with the initial letter "D" of DragonPass for the design. The new logo of DragonPass is dynamic, with magical wand trace crossing multiple dimensions, symbolizing that DragonPass will always bring surprises to it’s clients and users.In addition, the design team built upon the original red-dominated visual identity by adding elegant and fashionable colors like purple, making DragonPass even more attractive.
Ikibazo cy'Ishusho: The challenge in this case is to inherit and reshape the brand's original visual image, which must comply with the development of visual trends without completely deviating from the original impression. To achieve this, the design team refined and innovated elements based on DragonPass's original visual assets, aligning with the corporate culture and catering to popular aesthetic concepts. At the same time, they added a sense of freshness and appeal to the brand's visual image.
Ubushakashatsi: As a global intelligent travel service platform, DragonPass takes quality travel as the core, has built a member service system covering travel, health, living, entertainment and other lifestyle scenes. In the field of airport lounges providers, it has been ranked the first in Asia Pacific and the second in the world in the global service network.
Ibyatumye Habaho: The original brand identity of DragonPass was a dragon emblem, which is an element of Eastern culture. As a global enterprise originating from China, DragonPass should have greater cultural inclusivity, and its brand image needs a more internationalized revamp.The design team, through co-creation with the company's management team, refined a new inspiring mission for DragonPass: "Going For New Aspirations." They also used the Magician archetype from the brand personality model as the basis for the brand image design.
Igihe cy'Umushinga: The project began in Guangzhou in May 2022 and launched in Guangzhou in February 2023.
Uburyo bw'Imikorere: The new VI reduces complexity and returns to a simple appeal, making it easier to be recognized and disseminated in all scenarios. It aligns with the global urban aesthetic trend, helping shape an international and upscale brand image while interpreting the concepts and visions of DragonPass.The auxiliary graphics have strong visual impact, adaptability, and flexibility, which enhance the overall visual effects. They also carry symbolic meanings such as "active", "enjoy", and "cheerful", serving as expressions of the brand's attitude and emotions.