Primary Residence 品牌视觉识别 by Tianzhen Huang is a highly esteemed winner of the very prestigious 2022 A' Design Award 铁奖 in 平面、插画与视觉传达设计 Competition Category.
铁平面· 2022
Primary Residence 品牌视觉识别
Client: Evleen
A' Design Award 铁奖 Winner in 平面 Category
Verified Award Winner
Verify Award Status for #140254The Design
About Primary Residence 品牌视觉识别
Primary Residence 是为一个跨领域品牌打造的视觉识别系统。项目始于一次字体设计探索,将包豪斯运动的风格与抽象的建筑形态相互连接。标志以汉字"居"为基础,寓意居住空间,并带有红、黄、蓝三原色的条纹。Primary Residence 这一名称既指向这三种原色,也呼应了在隔离时代中"家"所承载的意义。该识别系统应用于宣传册、名片以及一套印制于纹理纸张上的文具组合。
The Recognition
About the A' Design Award 铁奖
Primary Residence 品牌视觉识别是 A' Design Award 铁奖得主，这是授予满足人们对设计精良的创作所期待的专业与工业要求的优良设计的声望认可。铁奖得主展现出其创作者的高超技艺、高度专业化、专家级的理解力和创造能力。预计Primary Residence 品牌视觉识别将成为一件备受推崇、令人钦佩且被珍爱的创作，既实用又创新。这件赢得 A' Design Award 铁奖的设计整合了行业最佳实践，并拥有与专业知识和才华相结合的称职技术特性。Primary Residence 品牌视觉识别因其严谨而受到尊重，旨在提供有助于让世界变得更美好的生活品质改善。
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- An identity system for a multidisciplinary brand that explores the relationship between the human condition and the meaning of home in an age of isolation. The project originally started as a typography exploration that connects the style of the Bauhaus Movement with abstract architectural forms. The classic red, blue and yellow primary color scheme of Bauhaus inspired us to name the project "Primary Residence", a double entendre alluding to the style of this project and the messages behind it.
- Dimensions & Packaging
- Main:1080px*1080px, the ration is 1:1
- Tags
- Brand Identity, Visual Communication, Logo design, VI design, Bauhaus
- Production Technology
- Will print on the textured paper that gives the prints the touch feeling.
- Design Challenge
- How to combine the elements and concepts from the Primary Residence type design with this brand logo. It takes a long time to make the exploration of transferring the design strategy from the Primary Residence type design to the logo. And also make an artful translation from Chinese characters.
- Research
- The research goal was to find a design solution for visualizing the embodies the architectural theme of this project. And develop the thinking of how to merge the concept from the original Primary Residence type design and logo design. To support an active print were developed including the brochure design, business card, and a custom stationery kit.
- Inspiration
- The idea of the logo comes from the Chinese character Ju, which stands for living space. The red, yellow, and blue primary colors are well integrated into different stories of the character, which embodies the architectural theme of this project.
The Chinese brand name of this project is Yuan Se Ju, which is an artful translation of Primary Residence, with the translated word primary also meaning primary colors in Chinese. Took the 3 primary color stripes from the Chinese character. - Project Duration
- Started logo design in July 2021, finished in Feb 2022
- Operation Flow
- A visual design identity that takes the viewer to know this brand and the messages behind it.
- Image Credits
- Evleen Huang
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