The Early Chapter Faʻasinomaga Autu o le Fale by Allan Toh

The Early Chapter Faʻasinomaga Autu o le Fale by Allan Toh is a highly esteemed winner of the very prestigious 2022 A' Design Award Uʻamea in Mamanu Ata Fa'atusa Competition Category.

UʻameaAta Fa'atusa· 2022

The Early Chapter Faʻasinomaga Autu o le Fale

by Allan Toh

Client: Allan Toh

A' Design Award Uʻamea Winner in Ata Fa'atusa Category

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Verified Award Winner

Verify Award Status for #128237

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About The Early Chapter Faʻasinomaga Autu o le Fale

O le "The Early Chapter" o se faʻasinomaga faʻapisinisi na fatuina mo se nofoaga o gaʻoioiga a tamaiti laiti i Sigapoa. E fesoasoani le nofoaga lea i tamaiti e atiaʻe se fiafia i le gagana Mandarin e ala i taʻaloga faʻapipiʻi. O le logo ua fausia mai ni foliga faigofie i lanu mumu, samasama, ma le lanumoana, faʻapaʻapaʻa e foliga mai ai o se faleoloa laitiiti. O le foliga o le faleoloa e faʻatusalia ai le nuʻu o loʻo faʻamoemoe le nofoaga e fausia. O le avanoa i le va o foliga ia e fausia ai le mataitusi Saina mo le Mandarin, e faʻaalia ai le taulaʻiga i le gagana Saina. O se afa la e faʻaalia ai se siʻosiʻomaga faʻamalosiaʻu mo tamaiti laiti.

The Recognition

About the A' Design Award Uʻamea

O le A' Design Award Uʻamea na manumalo ai The Early Chapter Faʻasinomaga Autu o le Fale, o se faamaoniga mamalu e tuuina atu i mamanu lelei e faataunuu ai manaʻoga faapolofesa ma pisinisi e faamoemoeina mai galuega ua mamanuina lelei. O ē manumalo i le Uʻamea e faaalia ai le tomai tele, le faapitoa maualuga, le malamalama o tagata poto ma le mafai fatufatuaʻi o ē na faia. E faamoemoeina The Early Chapter Faʻasinomaga Autu o le Fale e avea ma mea ua matuā vivii, mataʻina ma pelepelea e aogā ma fou. O lenei mamanu na manumalo i le A' Design Award Uʻamea e tuufaatasia ai faiga sili o le pisinisi ma e iai uiga faatekonolosi mafai ua fesoʻotaʻi ma le poto ma le taleni. Ona o lona faatuatuaina, e tatau ai The Early Chapter Faʻasinomaga Autu o le Fale ona faaaloalogia ma ua mamanuina e tuuina mai ai faaleleiga o le olaga e fesoasoani e faia ai e le lalolagi se nofoaga e sili atu ona lelei.

Behind the Design

Press Kit

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

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.