Primary Residence Značka identity by Tianzhen Huang

Primary Residence Značka identity by Tianzhen Huang is a highly esteemed winner of the very prestigious 2022 Železná cena A' Design Award in Grafika Competition Category.

ŽeleznáGrafika· 2022

Primary Residence Značka identity

by Tianzhen Huang

Client: Evleen

Železná cena A' Design Award Winner in Grafika Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Primary Residence Značka identity

Primary Residence je systém vizuálnej identity pre multidisciplinárnu značku. Projekt vznikol ako typografická štúdia, ktorá spája štýl hnutia Bauhaus s abstraktnými architektonickými formami. Logo vychádza z čínskeho znaku Ju, ktorý znamená obytný priestor, a nesie tri pruhy v základných farbách – červenej, žltej a modrej. Názov Primary Residence odkazuje jednak na tieto farby, jednak na význam domova v čase izolácie. Identita je aplikovaná na brožúru, vizitku a súpravu kancelárskych potrieb vytlačenú na štruktúrovanom papieri.

The Recognition

About the Železná cena A' Design Award

Primary Residence Značka identity je laureát Železnej ceny A' Design Award, prestížneho uznania udeľovaného dobrým dizajnom, ktoré spĺňajú profesionálne a priemyselné požiadavky očakávané od dobre navrhnutých výtvorov. Laureáti Železnej ceny preukazujú veľkú zručnosť, vysokú špecializáciu, odborné porozumenie a tvorivé schopnosti svojich tvorcov. Od Primary Residence Značka identity sa očakáva, že bude vysoko cenený, obdivovaný a milovaný výtvor, ktorý je praktický a inovatívny. Tento dizajn ocenený Železnou cenou A' Design Award zahŕňa najlepšie postupy v odvetví a má kompetentné technické vlastnosti spojené s know-how a talentom. Vďaka svojej dôkladnosti si Primary Residence Značka identity zaslúži rešpekt a jeho úlohou je prinášať zlepšenia kvality života, ktoré pomáhajú robiť svet lepším miestom.

Behind the Design

Press Kit

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

Unique Properties: An identity system for a multidisciplinary brand that explores the relationship between the human condition and the meaning of home in an age of isolation. The project originally started as a typography exploration that connects the style of the Bauhaus Movement with abstract architectural forms. The classic red, blue and yellow primary color scheme of Bauhaus inspired us to name the project "Primary Residence", a double entendre alluding to the style of this project and the messages behind it.
Dimensions & Packaging: Main:1080px*1080px, the ration is 1:1
Tags: Brand Identity, Visual Communication, Logo design, VI design, Bauhaus
Production Technology: Will print on the textured paper that gives the prints the touch feeling.
Design Challenge: How to combine the elements and concepts from the Primary Residence type design with this brand logo. It takes a long time to make the exploration of transferring the design strategy from the Primary Residence type design to the logo. And also make an artful translation from Chinese characters.
Research: The research goal was to find a design solution for visualizing the embodies the architectural theme of this project. And develop the thinking of how to merge the concept from the original Primary Residence type design and logo design. To support an active print were developed including the brochure design, business card, and a custom stationery kit.
Inspiration: The idea of the logo comes from the Chinese character Ju, which stands for living space. The red, yellow, and blue primary colors are well integrated into different stories of the character, which embodies the architectural theme of this project.

The Chinese brand name of this project is Yuan Se Ju, which is an artful translation of Primary Residence, with the translated word primary also meaning primary colors in Chinese. Took the 3 primary color stripes from the Chinese character.
Project Duration: Started logo design in July 2021, finished in Feb 2022
Operation Flow: A visual design identity that takes the viewer to know this brand and the messages behind it.
Image Credits: Evleen Huang