Gua Gua Xing Qiu برانڈ شناخت by Sxdesign is a highly esteemed winner of the very prestigious 2024 A' Design Award آہنی انعام in گرافکس، عکاشی اور بصری ابلاغ ڈیزائن Competition Category.
لوہاگرافک· 2024
Gua Gua Xing Qiu برانڈ شناخت
by Sxdesign
Client: Guangxi Welfare Lottery Issue Center
A' Design Award آہنی انعام Winner in گرافک Category
Verified Award Winner
Verify Award Status for #155947The Design
About Gua Gua Xing Qiu برانڈ شناخت
گوا گوا شنگ چیو چین میں فوری اسکریچ آف لاٹری کی تشہیری سرگرمیوں کے لیے تخلیق کی گئی ایک برانڈ شناخت ہے۔ ورڈ مارک میں اسٹروکس کو کم کیا گیا ہے اور چینی حروف کی ساخت کو اس طرح ایڈجسٹ کیا گیا ہے کہ پڑھنے کی صلاحیت برقرار رہے جبکہ قریب سے دیکھنے پر حیرت کا احساس بھی پیدا ہو۔ گرافکس لوگو کی جیومیٹرک زبان کی پیروی کرتے ہیں اور لاٹری ٹکٹ کے اسکریچ ایریا کو تجریدی انداز میں ظاہر کرتے ہیں۔ پرنٹنگ کے لیے دوبارہ قابلِ استعمال مواد پر اعلیٰ معیار کی تکنیکیں استعمال کی گئی ہیں۔ مکمل بصری نظام نوجوان کھلاڑیوں کے لیے تفریح سے بھرپور اسکریچ آف دنیا کی عکاسی کرتا ہے۔
The Recognition
About the A' Design Award آہنی انعام
Gua Gua Xing Qiu برانڈ شناخت A' Design Award آہنی انعام کا فاتح ہے، جو ان اچھے ڈیزائنز کو دیا جانے والا باوقار اعتراف ہے جو اچھی طرح ڈیزائن کی گئی تخلیقات سے متوقع پیشہ ورانہ اور صنعتی تقاضوں کو پورا کرتے ہیں۔ آہنی انعام کے فاتحین اپنے تخلیق کاروں کی عظیم مہارت، اعلیٰ تخصص، ماہرانہ فہم اور تخلیقی صلاحیت کو ظاہر کرتے ہیں۔ Gua Gua Xing Qiu برانڈ شناخت سے توقع کی جاتی ہے کہ وہ ایک نہایت قدر کی جانے والی، سراہی جانے والی اور عزیز تخلیق ہوگا جو عملی اور جدید ہے۔ A' Design Award آہنی انعام جیتنے والا یہ ڈیزائن صنعت کے بہترین طریقوں کو یکجا کرتا ہے اور مہارت اور ہنر سے جڑی ہوئی قابل تکنیکی خصوصیات رکھتا ہے۔ Gua Gua Xing Qiu برانڈ شناخت اپنی باریک بینی کی وجہ سے قابل احترام ہے اور معیار زندگی کی ایسی بہتری فراہم کرنے کے لیے ڈیزائن کیا گیا ہے جو دنیا کو ایک بہتر جگہ بنانے میں مدد دیتی 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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