Gua Gua Xing Qiu Varumärkesidentitet av Sxdesign

Designen Gua Gua Xing Qiu Varumärkesidentitet av Sxdesign är en högt ansedd vinnare av den mycket prestigefyllda 2024 A' Design Award i Järn i tävlingskategorin Grafik-, Illustrations- och Visuell Kommunikationsdesign.

JärnGrafik· 2024

Gua Gua Xing Qiu Varumärkesidentitet

av Sxdesign

Klient: Guangxi Welfare Lottery Issue Center

Vinnare av A' Design Award i Järn i kategorin Grafik

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Färger

Designen

Om Gua Gua Xing Qiu Varumärkesidentitet

Gua Gua Xing Qiu är en varumärkesidentitet skapad för kampanjer kring skraplotter i Kina. Ordmärket reducerar antalet penseldrag och justerar strukturen hos de kinesiska tecknen, så att läsbarheten bevaras samtidigt som en känsla av överraskning uppstår vid närmare betraktning. Grafiken följer logotypens geometriska språk och uttrycker skraplottens skrapyta på ett abstrakt sätt. Trycket använder högkvalitativa tekniker på återvinningsbara material. Det kompletta visuella systemet gestaltar en lekfull värld av skraplotter för unga spelare.

Erkännandet

Om A' Design Award i Järn

Gua Gua Xing Qiu Varumärkesidentitet är vinnare av A' Design Award i Järn, ett prestigefyllt erkännande som tilldelas bra designverk som uppfyller de professionella och industriella krav som förväntas av välgjorda skapelser. Järnvinnare visar stor skicklighet, hög specialisering, expertförståelse och skaparnas kreativa förmåga. Gua Gua Xing Qiu Varumärkesidentitet förväntas vara en högt skattad, beundrad och älskad skapelse som är praktisk och innovativ. Detta vinnande verk i A' Design Award i Järn integrerar branschens bästa praxis och har kompetenta tekniska egenskaper kopplade till kunnande och talang. Gua Gua Xing Qiu Varumärkesidentitet respekteras för sin grundlighet och är utformat för att åstadkomma förbättringar av livskvaliteten som hjälper till att göra världen till en bättre plats.

Bakom designen

Presskit

Erkännanden, teammedlemmar och tekniska detaljer tillhandahållna av designern.

Unika egenskaper: 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.
Dimensioner & förpackning: 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.
Taggar: Brand identity, Chinese, Instant lottery, Fun, Youthful, Activities offline
Produktionsteknik: 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.
Designutmaning: 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).
Forskning: 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.
Projektlängd: The project started in March 2023 in Beijing and finished in October 2023 in Beijing.
Arbetsflöde: 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.
Teammedlemmar: 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