由設計師 Mtc Brand Consultancy 創作嘅 Dragonpass 品牌形象係備受推崇嘅 2023 A' Design Award 銀獎得獎作品，獲獎類別為平面設計。

銀平面· 2023

Dragonpass 品牌形象

由 Mtc Brand Consultancy

客戶: DragonPassCompanyLimited

平面類別嘅 A' Design Award 銀獎得獎者

48,542

經驗證嘅獲獎者

驗證設計 #150900 嘅獲獎狀態

喺 A' Design Award 查看新聞稿獎項徽章

色彩

設計

關於 Dragonpass 品牌形象

Dragonpass係為一間會員權益及旅遊服務供應商而設計嘅品牌形象。全新標誌將魔法棒嘅軌跡同字首字母D結合,構成一個跨越多重維度嘅動感標記。原有嘅紅色色調延伸至紫色及更多色彩,令品牌形象更具時尚感。輔助圖形為不同應用場景增添靈活性。簡化咗嘅視覺系統取代咗舊有嘅標徽,支撐更國際化嘅品牌形象。

榮譽認可

關於A' Design Award 銀獎

Dragonpass 品牌形象是 A' Design Award 銀獎得主，這是授予頂級、華美而令人印象深刻的設計的極為崇高的認可。銀獎得主是極其卓越、極具創造力的作品，展現出其設計師傑出的專業技能、才華與敏銳。預計Dragonpass 品牌形象將成為一件出色的典範之作，兼具非凡的專業性與深刻的創新性。這件贏得 A' Design Award 銀獎的設計是一項備受矚目、令人欽佩的發明，造福並拓展藝術、科學、設計和技術的界限。Dragonpass 品牌形象是一件令人羨慕的創作，它喚起渴望，帶來積極的情感，並激發驚嘆與讚嘆。

設計背後

新聞資料包

由設計師提供嘅製作人員名單、團隊成員同技術詳情。

獨特屬性: 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.
標籤: VI reshape, travel, magician, color activation, interactivity
生產技術: 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.
設計挑戰: 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.
研究: 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.
靈感: 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.
項目時長: The project began in Guangzhou in May 2022 and launched in Guangzhou in February 2023.
操作流程: 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.