NYC Deal 99 Cent Store Icyerekezo cy'Ubucuruzi (Brand Identity) by Chi Hao Chang is a highly esteemed winner of the very prestigious 2020 Igihembo cya A' Design Award cya Buronze in Igishushanyo cy'Amashusho Competition Category.

BuronzeAmashusho· 2020

NYC Deal 99 Cent Store Icyerekezo cy'Ubucuruzi (Brand Identity)

by Chi Hao Chang

Client: School of Visual Arts

Igihembo cya A' Design Award cya Buronze Winner in Amashusho Category

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The Design

About NYC Deal 99 Cent Store Icyerekezo cy'Ubucuruzi (Brand Identity)

NYC Deal ni icyerekezo cy'ubucuruzi cyakozwe ku bw'iduka rigurisha ibintu ku giciro cya senti 99 muri New York City. Icyerekezo gishingiye ku kimenyetso cy'igiciro kinini cyanditseho igiciro, gishyizwe cyunamye, kigaragaza imitsi y'ibimenyetso by'ibiciro bimanitse abaguzi bafata kandi bagashyira mu buryo mbere yo kubisoma. Ikimenyetso cyunamye gituma igiciro kimwe rukumbi cya senti 99 kiba ubutumwa bugaragara neza kurusha ibindi mu cyerekezo cy'ubucuruzi. Ibindi bice bishyigikira bigaragaza ibicuruzwa bigurishwa muri iryo duka. Ibinyamakuru byacapwe hifashishijwe ikoranabuhanga rya laser (digital laser printing), naho amasashe (tote bags), imyenda n'ibindi bikoresho by'imyenda byakoreshejwe uburyo bwa screen printing kugira ngo irangi rikomere igihe kirekire.

The Recognition

About the Igihembo cya A' Design Award cya Buronze

NYC Deal 99 Cent Store Icyerekezo cy'Ubucuruzi (Brand Identity) ni uwegukanye Igihembo cya A' Design Award cya Buronze, ishimwe ry'agaciro gakomeye ritangwa ku bishushanyo by'indashyikirwa birangwa no guhanga, ubwenge n'ubushishozi. Abegukanye Buronze ni ibihangano bifite ubuhanga bwinshi kandi bihanga cyane, bishimangira uburambe, ubwenge n'ubushobozi bw'ababihanze. NYC Deal 99 Cent Store Icyerekezo cy'Ubucuruzi (Brand Identity) biteganyijwe ko izaba ikintu cyubahwa, gishimwa kandi gikundwa, gifite ubunyamwuga n'udushya. Iki gishushanyo cyegukanye Buronze gikoresha uburyo bwiza mu buhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga kandi kirarenze mu gutaha ku tuntu duto. NYC Deal 99 Cent Store Icyerekezo cy'Ubucuruzi (Brand Identity) ishimisha ibyo dukeneye, ikora ku byifuzo byacu, itwara amarangamutima yacu kandi ikurura amatsiko yacu.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: NYC Deal is a local 99 cents store in New York City. To rebrand this store, it is important to let people grasp the most distinctive attraction of the store, that everything is only priced at 99 cents. With this design, no one can ignore the bold and striking price tag. Moreover, the designer carefully captured the inviting dangling movement to the drive to stimulate potential customers to grab a hold of the moving price tag themselves.
Dimensions & Packaging: The identity system will be used on various sizes, materials, platforms, which will not have a specific dimension.
Tags: Branding, Graphic Design, Identity, Logo, Poster
Production Technology: For the packages and stationaries of the brand, digital laser printing will be used on various related productions. For the tote bags, shirts, and any other products that will be printed on fabrics will use screen printing to make the inks durable.
Design Challenge: The challenge was to design a clear but powerful logo for the brand. The logo should be able to grab ahold of eyeballs of pedestrians and inform them about the main attraction of the store. This was the problem he sought out to solve at the first place. In the process of designing, the designer also struggled to grapple with the existing design at hand and avoided being limited by it. Hence, he spent a lot of effort into balancing his own creative process while maintaining the original identity. The logo should, of course, be different, but people should also still be able to identify the brand from past experience.
Research: The type of research was conducted based on marketing and branding. The objective of the design is to make the brand more recognizable from other similar shops. Through competitor analysis, user research, and brand positioning strategy, the designer recognized that this kind of value shops make profits by selling bulks of products, instead of specialized sophisticated single items. Hence, it is critical for the brand to capture the attention of customers through branding. As a result, the logo was created to invite customers in with its dangling movement and simple statement, 99 cents.
Inspiration: The angle of the symbol was inspired by the dangling price tag. When customers try to see the price of an item, they usually need to reach for the dancing price tag and pause it for the read. The design captured this movement as the main feature of the logo, encapsulating the shopping experience in one graphic. As for supporting elements, some features of the products in the shops are included.
Project Duration: The project started in November 2018 at the School of Visual Arts in New York City and was finished in April 2019.
Operation Flow: The inspiration of the designer mostly comes from his careful observation of the surrounding environment in New York City. The designer has noticed how 99 cent stores can truly come handy when the budget is tight. As a result, he sought to improve the logo so people can understand its main feature more intuitively. First, he created the mood board by using the photos from the street to start sketching. After about fifty different trials, he finally decided on this distinctive and simple logo to grab attention from customers.