Lezai Dental Clinic 标志与品牌形象 by Guangzhou Cheung Ying Design Co., Ltd.

Lezai Dental Clinic 标志与品牌形象 by Guangzhou Cheung Ying Design Co., Ltd. is a highly esteemed winner of the very prestigious 2021 A' Design Award 铜奖 in 平面、插画与视觉传达设计 Competition Category.

铜平面· 2021

Lezai Dental Clinic 标志与品牌形象

by Guangzhou Cheung Ying Design Co., Ltd.

Client: Guangzhou Cheung Ying Design Co., Ltd.

A' Design Award 铜奖 Winner in 平面 Category

12,230

Verified Award Winner

Verify Award Status for #117574

View at A' Design Award Press Release Award Badge

Colors

The Design

About Lezai Dental Clinic 标志与品牌形象

乐在牙科诊所是为一家牙科诊所打造的标志与品牌形象设计。设计运用正负形构成单一的视觉符号:长短直线与圆形相结合,勾勒出成人与儿童手牵手围成一圈的画面,中央的负形则呈现出一颗牙齿的形态。低饱和度的色彩营造出轻松温暖的感受,传递安心、愉悦与专业的品牌形象。标志以矢量格式绘制,可适用于不同尺寸的印刷与数字媒介,并配有品牌规范手册,以确保应用的一致性。

The Recognition

About the A' Design Award 铜奖

Lezai Dental Clinic 标志与品牌形象是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Lezai Dental Clinic 标志与品牌形象将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Lezai Dental Clinic 标志与品牌形象出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

Behind the Design

Press Kit

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

Unique Properties: The logo as a whole is applied with the inversion technique of graphic bottom in graphic design, which is to form a visual symbol with positive and negative shapes. The positive shape is formed with simple long and short straight lines combined with circle to outline a safe and joyful scene where adults and children hug and hold hands in a circle. And the negative shape in the middle takes the form of a tooth which presents the brand concept of joy in the teeth.
Dimensions & Packaging: The logo and visual system are designed in vector format to make it suitable for different sizes of digital and printed media. In order to prevent the mis-production of any items, we have prepared a comprehensive brand logo guidelines manual.
Tags: Logo, Branding, Packaging, Visual Identity, Graphic Design, Interior Design
Production Technology: To create a consistent visual system, all the necessary PMS color codes were provided for printed and digital media. In addition, RAL equivalents of these colors and fabric colors were also selected for the interior clinic space.
Design Challenge: The challenge mainly lies in how to find a design language that can not only express the attributes of the dental clinics industry, but also interpret the brand connotation, so that consumers can get a better brand experience.
Research: Before commencing on this project, we conducted in-depth research on the logo, visual identity, and graphic design of other dental clinics in the market. The research results show that the logos of dental clinics industry exhibit serious homogeneity and lacks brand uniqueness. Therefore, in our brand strategy, we have formulated a brand image of "Happy First, Warm Treatment", so that consumers can clearly feel the service characteristics and harmonious interactions conveyed by the brand.
Inspiration: LEZAI Dental Clinic is a comprehensive dental clinic with a joyful and warm environment, which has a special focus on women and children and coveys the brand concept of the joy in this moment. In order to highlight the clinic's brand image of sense of security + joy + professionalism, in the process of designing the brand logo, we have introduced the concept of Joy in the teeth which (in Chinese) is phonetically similar with and coincides with the concept of the joy in this moment.
Project Duration: The project started in October 2019 and finished in February 2020 in Guangzhou.
Operation Flow: The logo suggests the design philosophy and core values of the brand. It conveys the idea that women and children embrace dental health. The low-saturation brand colors create a relaxed and warm feeling, while the combined logo are used to convey the brand image of security, joy, and professionalism.
Team Members: Creative Director: Zhiji Dong
Designer: Lu Gu