Sxdesign 品牌形象识别 by Sxdesign is a highly esteemed winner of the very prestigious 2022 A' Design Award 银奖 in 平面、插画与视觉传达设计 Competition Category.

银平面· 2022

Sxdesign 品牌形象识别

by Sxdesign

Client: Sxdesign

A' Design Award 银奖 Winner in 平面 Category

45,910

Verified Award Winner

Verify Award Status for #137585

View at A' Design Award Press Release Award Badge

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The Design

About Sxdesign 品牌形象识别

Sxdesign 是为一家位于中国北京的设计工作室打造的品牌形象识别系统。标志的每一处细节均遵循 1:1.414 的比例关系，使整体标记呈现出紧凑而沉稳的视觉气质。四角处的细小图形元素令人联想到引号，同时为标志中的矩形形态构建出框架。这样的排布使标记呈现对称之美，并隐喻着对语言与思想的引用、标注与诠释。通过动态图形的演绎，该标志还可延展生长为工作室名称的繁体中文形态，将传统文化与现代设计巧妙相连。

The Recognition

About the A' Design Award 银奖

Sxdesign 品牌形象识别是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Sxdesign 品牌形象识别将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Sxdesign 品牌形象识别是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。

Behind the Design

Press Kit

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

Unique Properties: The logo can grow into its traditional Chinese name, linking history and future dynamically. The graphics in the corner is reminiscent of quotation marks and gives imaginary meaning to the rectangles in the logo. This design not only makes the logo symmetrical, but also implies a citation, markup, or modification of human language and thoughts. So, it tells that the brand creates and values language and idea of client and user, such as requirements, knowledge, or the attitude of sxdesign itself.
Dimensions & Packaging: It can be print on various size and material.
It also can grow into its classical style Chinese name by motion graphs.
Tags: Brand Identity, Chinese, Modern, Traditional, Orange, Language
Production Technology: Every detail of the logo uses a 1:1.414 ratio. This proportion makes the logo look compact and composed. In the left and right direction, the circle slightly protrudes from the rectangle to compensate for the visual deviation.
Design Challenge: The Chinese name and core concept of Sxdesign are very profound and abstract. At the same time, sxdesign also hopes to convey its emphasis on the connection between tradition and modernity. The challenge of the project is to use a simple and modern logo to convey rich information while making a connection with the Chinese name.
Research: Research has shown that the similar elements can evoke familiar experiences in human brain. The symbol similar to quotation marks, and the visual framework similar to the citation remind people of related experiences about language. Sxdesign uses such brand image to express that it attaches great importance to information and hopes to create significance for the world through design, just like people use language to build meaning.
Inspiration: As a design studio in China, “SX” stands for Chinese “ShangXiang” which taken from “Yi Chuan”. The name expounds the brand core opinion: To build significance of daily life through the observation, extraction, abstraction and reorganization of phenomena. We think the role of human language is the same too. So, we excite people's imagination of language to express the culture of the brand and to build a connection between the logo and the Chinese name.
Project Duration: Fr. November 2021 to January 2022, Beijing, China.
Operation Flow: The brand stimulates a kind of imagination about language, that is, sxdesign is glad to face people's various languages and ideas, such as the phenomena of market, the voices of clients, the requirements of users. And then the brand can cite them, understand them, mark them, communicate with them and create significance through them.
Patents: Sxdesign
Team Members: Xu Chen
Rong Zhang
Fangbo Wu
Hao Huang
Qian Hao
Beibei Liu
Yingfei Sun
Tianshu Liu
Haining Jiang
Shulong Li
Zhihuan Yuan
Mingjie Zhang
Yan Liu
Image Credits: Sxdesign