Gua Gua Xing Qiu Brand Identity by Sxdesign is a highly esteemed winner of the very prestigious 2024 A' Design Award אין אײַזן in גראַפֿיק, אילוסטראַציע און וויזועלע קאָמוניקאַציע דיזײַן Competition Category.

אײַזןגראַפֿיק· 2024

Gua Gua Xing Qiu Brand Identity

by Sxdesign

Client: Guangxi Welfare Lottery Issue Center

A' Design Award אין אײַזן Winner in גראַפֿיק Category

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Verified Award Winner
Verify Award Status for #155947

View at A' Design Award Press Release Award Badge

Colors

The Design

About Gua Gua Xing Qiu Brand Identity

גואַ גואַ שינג קיו איז אַ ברענד-אידענטיטעט געשאַפֿן פֿאַר פּראָמאָציע-אַקטיוויטעטן פֿון תּיכפֿדיקע קראַצן-לאָטערײע אין כינע. דער וואָרט-צייכן פֿאַרמינערט שטריכן און פּאַסט אָן די סטרוקטור פֿון כינעזישע כאַראַקטערן, אַזוי אַז לייענעוודיקייט ווערט אָפּגעהיט בשעת אַ געפֿיל פֿון איבערראַשונג באַווייזט זיך ביי נענטערן קוקן. די גראַפֿיק פֿאָלגט דעם גיאָמעטרישן שפּראַך פֿון דעם לאָגאָ און דריקט אויס דעם קראַצן-געביט פֿון אַ לאָטערײע-בילעט אין אַן אַבסטראַקטן אופֿן. דרוקן ניצט הויכ-קוואַליטעטיקע טעכניקן אויף ריציקלירבאַרע מאַטעריאַלן. די קאָמפּלעטע וויזועלע סיסטעם מאָלט אָפּ אַ קראַצן-וועלט פֿון פֿאַרווייל פֿאַר יונגע שפּילערס.

The Recognition

About the A' Design Award אין אײַזן

Gua Gua Xing Qiu Brand Identity איז אַ געווינער פֿון דעם A' Design Award אין אײַזן, אַן פּרעסטיזשע אָנערקענונג וואָס ווערט געגעבן צו גוטע דיזײַנס וואָס טרעפֿן די פּראָפֿעסיאָנעלע און ינדוסטריעלע פֿאָדערונגען וואָס מען דערוואַרט פֿון גוט-דיזײַנטע באַשאַפֿונגען. אײַזן-געווינער ווײַזן גרויסע בקיאות, הויכע ספּעציאַליזאַציע, מומחה-פֿאַרשטאַנד און קרעאַטיווע פֿעיִקייט פֿון זייערע שאַפֿער. פֿון Gua Gua Xing Qiu Brand Identity ווערט דערוואַרט אַז עס איז אַ הויך געשעצטע, באַוווּנדערטע און ליבע באַשאַפֿונג וואָס איז פּראַקטיש און אינאָוואַטיוו. דער דאָזיקער געווינענדיקער דיזײַן פֿון A' Design Award אין אײַזן פֿאַראײניקט די בעסטע פּראַקטיקן פֿון דער ענף און האָט בקיאותדיקע טעכנישע אייגנשאַפֿטן פֿאַרבונדן מיט וויסן און טאַלאַנט. Gua Gua Xing Qiu Brand Identity ווערט געערט פֿאַר זײַן גרינטלעכקייט און איז דיזײַנט צו פּראָווידן פֿאַרבעסערונגען פֿון לעבנס-קוואַליטעט וואָס העלפֿן מאַכן די וועלט צו אַ בעסערן אָרט.

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