BTY Brand Identity 標誌及應用系列 by Etude Digital is a highly esteemed winner of the very prestigious 2022 A' Design Award 銅獎 in 平面設計 Competition Category.

銅平面· 2022

BTY Brand Identity 標誌及應用系列

by Etude Digital

Client: BTY Group

A' Design Award 銅獎 Winner in 平面 Category

23,326

Verified Award Winner

Verify Award Status for #138763

即刻探索 Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About BTY Brand Identity 標誌及應用系列

BTY品牌識別係為BTY集團創作嘅標誌同應用系列。標誌圖案以分析同數學嘅角度,詮釋大三角帆展開嗰一刻嘅形態,同時亦呼應大三角帆對帆船賽事帶來嘅革新衝擊。呢個標誌代表一個由人類引領科技嘅未來願景。設計團隊經歷超過300幅鉛筆草圖嘅反覆推敲,再喺數碼媒體上不斷精煉,最終達致理想嘅幾何形態。主色調以黑色為主,配以鮮明色彩襯托。黑白配色嘅設計亦令標誌能夠輕鬆應用於各種材質之上。

The Recognition

About the A' Design Award 銅獎

BTY Brand Identity 標誌及應用系列是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計BTY Brand Identity 標誌及應用系列將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。BTY Brand Identity 標誌及應用系列出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

Behind the Design

Press Kit

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

Unique Properties: BTY’s new logomark is an analytical & mathematical interpretation of the moment a Gennaker Sail gets deployed. It is also inspired by the disruption that a Gennaker sail brought to the sailboat racing world.

This logomark represents the excitement of a
more purposeful future, a future of people leading technology, not the other way around.
Dimensions & Packaging: A brand identity built using black as the main colour, supported by bright, vivid colours that stand out in an industry full of muted colours
Tags: logo, brand identity, logomark, symbol, graphics, layout
Production Technology: Over 300 sketches done in pencil first. Further refinement in electronic media until desired geometry was achieved.
Design Challenge: We had a clear vision that we needed the brand identity to represent that perfect marriage between technology and the people leading it. We knew the sail racing world was the greatest source of inspiration as radical changes have taken place in sail design.
Research: In growing cities worldwide, BTY’s award-winning independent professional services push the built environment forward through viable projects that provide the foundation for thriving and sustainable communities by focusing on:

The Future. With the exponential revolution that computing power and artificial intelligence are bringing to our lives, we need to ensure that all decisions shaping the communities of the future are rooted in:

Real Intelligence. BTY takes a stand against artificial intelligence by understanding that it is a tool and not the end game. The critical decisions shaping humanity’s future will have to come from:

Human Capital. BTY believes in people that act locally yet think globally. People that are hungry to make the world a better place and have the drive and intelligence to do so. BTY believes that its role in shaping the communities of the future is to serve as a:

Catalyst. BTY understands its purpose to be an agent of progress and innovation by providing real intelligence to transform the built environment for people, the planet, and collective prosperity.
Inspiration: BTY’s new logomark is an analytical & mathematical interpretation of the moment a Gennaker Sail gets deployed. It is also inspired by the disruption that a Gennaker sail brought to the sailboat racing world.
This logomark represents the excitement of a
more purposeful future, a future of people leading technology, not the other way around.
Project Duration: On going project. New brand identity launched in January. A few different brand touchpoint are still under development.
For example, the revised website is not complete yet. This brand identity is being rolled out across four continents.
Operation Flow: By being designed in black and white the logo can be implemented in a different set of substrates and colours that are appropriate not just to all cultures, but it also becomes easy to reproduce everywhere regardless of any technical restrictions by printers in each location.
Team Members: Gonzalo Alatorre, Creative Director
Yvone Hsu, Designer
Ben Regan, Designer
Katie Date, Designer