NYC Deal 99 Cent Store Varumärkesidentitet av Chi Hao Chang

Designen NYC Deal 99 Cent Store Varumärkesidentitet av Chi Hao Chang är en högt ansedd vinnare av den mycket prestigefyllda 2020 A' Design Award i Brons i tävlingskategorin Grafik-, Illustrations- och Visuell Kommunikationsdesign.

BronsGrafik· 2020

NYC Deal 99 Cent Store Varumärkesidentitet

av Chi Hao Chang

Klient: School of Visual Arts

Vinnare av A' Design Award i Brons i kategorin Grafik

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Färger

Designen

Om NYC Deal 99 Cent Store Varumärkesidentitet

NYC Deal är en varumärkesidentitet skapad för en 99-centsbutik i New York City. Identiteten centreras kring en djärv prislapp placerad i en vinkel, vilket påminner om den svängande rörelsen hos prislappar som kunder sträcker sig efter och stabiliserar innan de läser dem. Den lutande prislappen gör det enskilda priset på 99 cent till varumärkets tydligaste budskap. Kompletterande element refererar till produkterna som säljs i butiken. Tryckt material använder digital laserutskrift, medan tygkassar, t-shirts och andra tygföremål använder screentryck för hållbara färger.

Erkännandet

Om A' Design Award i Brons

NYC Deal 99 Cent Store Varumärkesidentitet är vinnare av A' Design Award i Brons, ett högst prestigefyllt erkännande som tilldelas enastående designverk som utmärker sig genom kreativitet, uppfinningsrikedom och klokhet. Bronsvinnare är mycket skickliga och slående kreativa föremål som styrker formgivarnas stora erfarenhet, fantasi och påhittighet. NYC Deal 99 Cent Store Varumärkesidentitet förväntas vara ett högt skattat, beundrat och älskat föremål som är anmärkningsvärt professionellt och innovativt. Detta vinnande verk i A' Design Award i Brons införlivar bästa praxis inom konst, vetenskap, design och teknik och är utmärkt genom sin omsorg om detaljer. NYC Deal 99 Cent Store Varumärkesidentitet tillfredsställer fantastiskt behov, rör vid längtan, charmar känslor och väcker nyfikenhet.

Bakom designen

Presskit

Erkännanden, teammedlemmar och tekniska detaljer tillhandahållna av designern.

Unika egenskaper: 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.
Dimensioner & förpackning: The identity system will be used on various sizes, materials, platforms, which will not have a specific dimension.
Taggar: Branding, Graphic Design, Identity, Logo, Poster
Produktionsteknik: 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.
Designutmaning: 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.
Forskning: 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.
Projektlängd: The project started in November 2018 at the School of Visual Arts in New York City and was finished in April 2019.
Arbetsflöde: 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.