Dragonpass 品牌形象识别 by Mtc Brand Consultancy is a highly esteemed winner of the very prestigious 2023 A' Design Award 银奖 in 平面、插画与视觉传达设计 Competition Category.

银平面· 2023

Dragonpass 品牌形象识别

by Mtc Brand Consultancy

Client: DragonPassCompanyLimited

A' Design Award 银奖 Winner in 平面 Category

48,542

Verified Award Winner

Verify Award Status for #150900

View at A' Design Award Press Release Award Badge

Colors

The Design

About Dragonpass 品牌形象识别

Dragonpass（龙腾出行）是为一家会员权益与旅行服务提供商打造的品牌识别系统。全新的标志将魔法棒划过的轨迹与首字母D相融合，构成一个跨越多重维度的动感符号。原有的红色主色调延展出紫色及更多辅助色，赋予品牌形象更具时尚感的个性。辅助图形则为各类应用场景提供了灵活的延展空间。这套简约凝练的视觉系统取代了略显陈旧的原有徽标，助力塑造更加国际化的品牌形象。

The Recognition

About the A' Design Award 银奖

Dragonpass 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Dragonpass 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。Dragonpass 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: As the world second largest and the No.1 Asia-Pacific membership benefit solutions service provider, DragonPass has encountered a new strategic transformation opportunity. However, its image has become traditional and aging over the past 17 years, requiring a brand image upgrade.This case uses global vision, diversity, vitality, and humanism as keywords. By redesigning the brand's symbols and extending graphics, activating the brand colors, it redefines and standardizes the DragonPass brand visual system.
Tags: VI reshape, travel, magician, color activation, interactivity
Production Technology: Based on the brand personality of Magician, the design team used the concept of magical wand trace and combined it with the initial letter "D" of DragonPass for the design. The new logo of DragonPass is dynamic, with magical wand trace crossing multiple dimensions, symbolizing that DragonPass will always bring surprises to it’s clients and users.In addition, the design team built upon the original red-dominated visual identity by adding elegant and fashionable colors like purple, making DragonPass even more attractive.
Design Challenge: The challenge in this case is to inherit and reshape the brand's original visual image, which must comply with the development of visual trends without completely deviating from the original impression. To achieve this, the design team refined and innovated elements based on DragonPass's original visual assets, aligning with the corporate culture and catering to popular aesthetic concepts. At the same time, they added a sense of freshness and appeal to the brand's visual image.
Research: As a global intelligent travel service platform, DragonPass takes quality travel as the core, has built a member service system covering travel, health, living, entertainment and other lifestyle scenes. In the field of airport lounges providers, it has been ranked the first in Asia Pacific and the second in the world in the global service network.
Inspiration: The original brand identity of DragonPass was a dragon emblem, which is an element of Eastern culture. As a global enterprise originating from China, DragonPass should have greater cultural inclusivity, and its brand image needs a more internationalized revamp.The design team, through co-creation with the company's management team, refined a new inspiring mission for DragonPass: "Going For New Aspirations." They also used the Magician archetype from the brand personality model as the basis for the brand image design.
Project Duration: The project began in Guangzhou in May 2022 and launched in Guangzhou in February 2023.
Operation Flow: The new VI reduces complexity and returns to a simple appeal, making it easier to be recognized and disseminated in all scenarios. It aligns with the global urban aesthetic trend, helping shape an international and upscale brand image while interpreting the concepts and visions of DragonPass.The auxiliary graphics have strong visual impact, adaptability, and flexibility, which enhance the overall visual effects. They also carry symbolic meanings such as "active", "enjoy", and "cheerful", serving as expressions of the brand's attitude and emotions.