Terark 视觉识别设计 by Tong Wen is a highly esteemed winner of the very prestigious 2020 A' Design Award 铁奖 in 平面、插画与视觉传达设计 Competition Category.

铁平面· 2020

Terark 视觉识别设计

by Tong Wen

Client: Tong Wen

A' Design Award 铁奖 Winner in 平面 Category

10,547

Verified Award Winner

Verify Award Status for #93931

View at A' Design Award Press Release Award Badge

Colors

The Design

About Terark 视觉识别设计

Terark 是为一家提供大数据处理服务的科技公司打造的视觉识别系统。设计以点阵为基础,结合多组渐变色彩,流畅衔接的圆点构成公司名称的首字母 T。方案提供了多种渐变配色,使该identity能够灵活适配各类应用场景。同时还交付了定制字体与点阵图案,可用于印刷品及其他物料。该视觉识别系统已应用于宣传册、年鉴、名片和水杯等载体。

The Recognition

About the A' Design Award 铁奖

Terark 视觉识别设计是 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Terark 视觉识别设计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。Terark 视觉识别设计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: Terark is a tech company providing big data processing services. The mission of visual identity was to stand out Terark from all the competitors and demonstrate the business of the company. Finally, after iteration, the design concept was narrowed down to dot matrix with multiple kinds of gradient color. Smoothly connected dots form a shape of T, which represents the first letter of the company name. At the same time, multiple gradient shaders would be provided to customer, which enriches the use cases and also shows the business services could be expanded and beyond the expectation.
Dimensions & Packaging: Multiple design unites were created, which were in different sizes and on surfaces such as brochures, yearbooks, name cards and water bottles.
Tags: Technology, branding, identity, logo, font
Production Technology: Custom font was designed to suit in this case. Multiple gradient shaders were also provided. Moreover, a dot pattern was also delivered so that the customer could use it as the background in some print out or other materials.
Design Challenge: As the branding identity was aiming to look simple and modern, it was really hard to delivery a design which could stand out from all the competitors, because they usually look very similar. How to make it special and appealing was the biggest challenge.
Research: Several rounds of qualitative research were conducted to collect feedback, in order to ensure the delivery was perceivable and appealing. The final goal was to impress the future customers of Terark, so we also reached out to the potential customers to gain more insights.
Inspiration: Exploring various approaches and conducting user research are great ways of inspiration. Visually, an agreement with the client was made, which was simple and modern. The final design idea was enlightened by the movie The Matrix. Therefore, the brand identity should convey a combined feeling of sense of wonder and future technology, which exactly shows the spirit of Terark - creating a new world.
Project Duration: This project took 3 month from end to end. Main design part was done in San Francisco.
Operation Flow: First of all, brainstorming was a great way for generating multiple ideas at the beginning. However, leveraging various methods to merge ideas and evaluate ideas was difficult to some extent, which was crucial to the quality of final outcome. Therefore, the iteration of design usually took most effort in design process. Meanwhile, clients played an important role, because they could bring the insights to the specific industry. Listening to the clients was involved all the time, which ensured the final delivery met their expectation.