Gua Gua Xing Qiu برانڈ آئیڈینٹٹی by Sxdesign is a highly esteemed winner of the very prestigious 2024 A' Design Award لوہے دا انعام in گرافکس، تصویر کشی تے بصری ابلاغ ڈیزائن Competition Category.
لوہاگرافک· 2024
Gua Gua Xing Qiu برانڈ آئیڈینٹٹی
by Sxdesign
Client: Guangxi Welfare Lottery Issue Center
A' Design Award لوہے دا انعام Winner in گرافک Category
Verified Award Winner
Verify Award Status for #155947The Design
About Gua Gua Xing Qiu برانڈ آئیڈینٹٹی
گوا گوا ژنگ چیو ہک برانڈ آئیڈینٹٹی ہے جیڑھی چین وچ فوری کھرچن آلی لاٹری دیاں تشہیری سرگرمیاں کیتے تخلیق کیتی گئی۔ ورڈ مارک وچ چینی حرفاں دے سٹروک گھٹ کیتے گئے تے ساخت کوں ایڈجسٹ کیتا گیا، جیندے نال پڑھن جوگ پن قائم رہندا اے تے نیڑے کنوں ڈٹھیاں ہک حیرت والا احساس وی پیدا تھیندا اے۔ گرافکس لوگو دی جیومیٹرک زبان دی پیروی کردے پئے تے لاٹری ٹکٹ دے کھرچن والے حصے کوں تجریدی انداز وچ ظاہر کردے پئے۔ چھپائی کیتے دوبارہ کم آون جوگ مواد اُتے اعلیٰ معیار دیاں تکنیکاں ورتیاں گئیاں۔ مکمل بصری نظام نوجوان کھڈارياں کیتے کھرچن والی ہک خوشی نال بھری دنیا دی تصویر کشی کریندا اے۔
The Recognition
About the A' Design Award لوہے دا انعام
Gua Gua Xing Qiu برانڈ آئیڈینٹٹی A' Design Award لوہے دا انعام دا جتݨ والا ہے، معزز پچھاݨ جیڑھی انہاں چنگے ڈیزائناں کوں ݙتی ویندی ہے جیڑھے چنگی طرح ڈیزائن کیتیاں ہوئیاں تخلیقاں کنوں متوقع پیشہ ورانہ تے صنعتی ضرورتاں پوریاں کریندے ہن۔ لوہے دے جتݨ والے اپݨے خالقاں دی وݙی مہارت، اعلیٰ ماہری، ماہرانہ سمجھ تے تخلیقی صلاحیت ݙکھیندے ہن۔ Gua Gua Xing Qiu برانڈ آئیڈینٹٹی کنوں امید کیتی ویندی ہے جو او ہک بہوں قدر کیتی ہوئی، سراہی ہوئی تے پیاری تخلیق ہوسی جیڑھی عملی تے جدت والی ہے۔ ایہ ڈیزائن جنہاں A' Design Award لوہے دا انعام جتیا ہے، صنعت دے بہترین طریقے جمع کریندا ہے تے علم تے صلاحیت نال جڑیاں ہوئیاں قابل تکنیکی خصوصیتاں رکھیندا ہے۔ Gua Gua Xing Qiu برانڈ آئیڈینٹٹی دی سنجیدگی کنوں عزت کیتی ویندی ہے تے او زندگی دے معیار وچ بہتری آݨݨ کیتے بݨایا گیا ہے جیڑھی دنیا کوں بہتر جاہ بݨاوݨ وچ مدد کریندی ہے۔
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- While ensuring readability, by reducing strokes and changing the structure appropriately, the wordmark gives people an unfamiliar sense of amazement and fun after they recognize Chinese characters and look further. The patterns follow the geometric design language of logo and expresses the appearance of scratching area of lottery abstractly. The whole visual system together portrays a scratch-off world that radiates fun and surprises that people are looking forward to exploring and unveiling.
- Dimensions & Packaging
- The minimum recommended size of the logo is 12 mm for physical printing and 100 px for digital display, and in addition, the design contains detailed requirements for the safe area of the logo and the combination of the individual elements.
- Tags
- Brand identity, Chinese, Instant lottery, Fun, Youthful, Activities offline
- Production Technology
- GuaGuaXingQiu's minimalist and recognizable design conveys youthful vitality and fun. The materials are produced using sustainable materials to ensure that every entity of the brand is environmentally friendly. The precise execution of high-quality printing techniques on recyclable substrates reflects the brand's commitment to environmental responsibility and the eco-friendly and philanthropic attributes of the welfare lottery industry.
- Design Challenge
- For a long time, the strategy of China's lottery promotional activities has been centered on prize-winning and public welfare. It was a big challenge for the designer to change the client's strategy to focus on fun through practical and reliable data analysis and comprehensive design. It was also a challenge to convey the concept accurately, appeal to young people and avoid under-ageing (minors are not allowed to buy lottery tickets in China).
- Research
- Through data analysis, researchers found that today's Chinese lottery players pay more attention to fun and socializing when purchasing lottery tickets than winning. As a result, a plan was developed to give the lottery a new label by creating a new brand with a fun, youthful theme. Further, the research found that the fun of buying lottery tickets comes from the excitement of chasing change, which became the core concept that ties the whole design together.
- Inspiration
- To solve Chinese lottery industry's difficulties in attracting youngsters, by studying language habits and social preferences of people, project creates a new brand for China welfare lottery's instant ticket promotion activities. The design deconstructs the excitement of seeking changes in dull life, which is the source of lottery's fun. With the visual system, designers build a world of fun and surprises for young players, and make scratching lotteries a new social currency for them.
- Project Duration
- The project started in March 2023 in Beijing and finished in October 2023 in Beijing.
- Operation Flow
- The brand "Gua Gua Xing Qiu (Scratch-off Planet)" will mainly serve as offline activity zone, hosting the welfare lottery's offline activities and centralizing the focus of them. In designers' visions, the new brand may build a group of young lottery players who regard scratching lottery as a new social trend, which is adapted to the context of contemporary Chinese Internet culture, and make scratching lottery tickets a topic of young culture.
- Team Members
- Xiao Xiao
Pan Li
Huang Hao
Chen Xu
Dr. Zhang Rong
Wu Fangbo
Hao Qian
Zhou Qian
Tian Jianing
Lin Hongnan
Liu Beibei
Ai Yangyu
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