由設計師 Sxdesign 創作嘅 Gua Gua Xing Qiu 品牌形象係備受推崇嘅 2024 A' Design Award 鐵獎得獎作品，獲獎類別為平面設計。

鐵平面· 2024

Gua Gua Xing Qiu 品牌形象

由 Sxdesign

客戶: Guangxi Welfare Lottery Issue Center

平面類別嘅 A' Design Award 鐵獎得獎者

13,533

經驗證嘅獲獎者

驗證設計 #155947 嘅獲獎狀態

喺 A' Design Award 查看新聞稿獎項徽章

色彩

設計

關於 Gua Gua Xing Qiu 品牌形象

《刮刮星球》係為中國即開型刮刮彩促銷活動而設計嘅品牌形象。標準字減省筆劃並調整漢字結構,喺保持易讀性嘅同時,細心觀看之下又能發現當中嘅驚喜感。圖形沿用標誌嘅幾何語言,以抽象手法表現彩票嘅刮開區域。印刷採用高質素工藝,並選用可回收物料作為基材。整套視覺系統為年輕玩家勾勒出一個充滿樂趣嘅刮刮世界。

榮譽認可

關於A' Design Award 鐵獎

Gua Gua Xing Qiu 品牌形象是 A' Design Award 鐵獎得主，這是授予滿足人們對設計精良的創作所期待的專業與工業要求的優良設計的聲望認可。鐵獎得主展現出其創作者的高超技藝、高度專業化、專家級的理解力和創造能力。預計Gua Gua Xing Qiu 品牌形象將成為一件備受推崇、令人欽佩且被珍愛的創作，既實用又創新。這件贏得 A' Design Award 鐵獎的設計整合了行業最佳實踐，並擁有與專業知識和才華相結合的稱職技術特性。Gua Gua Xing Qiu 品牌形象因其嚴謹而受到尊重，旨在提供有助於讓世界變得更美好的生活品質改善。

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: While ensuring readability, by reducing strokes and changing the structure appropriately, the wordmark gives people an unfamiliar sense of amazement and fun after they recognize Chinese characters and look further. The patterns follow the geometric design language of logo and expresses the appearance of scratching area of lottery abstractly. The whole visual system together portrays a scratch-off world that radiates fun and surprises that people are looking forward to exploring and unveiling.
尺寸同包裝: The minimum recommended size of the logo is 12 mm for physical printing and 100 px for digital display, and in addition, the design contains detailed requirements for the safe area of the logo and the combination of the individual elements.
標籤: Brand identity, Chinese, Instant lottery, Fun, Youthful, Activities offline
生產技術: GuaGuaXingQiu's minimalist and recognizable design conveys youthful vitality and fun. The materials are produced using sustainable materials to ensure that every entity of the brand is environmentally friendly. The precise execution of high-quality printing techniques on recyclable substrates reflects the brand's commitment to environmental responsibility and the eco-friendly and philanthropic attributes of the welfare lottery industry.
設計挑戰: For a long time, the strategy of China's lottery promotional activities has been centered on prize-winning and public welfare. It was a big challenge for the designer to change the client's strategy to focus on fun through practical and reliable data analysis and comprehensive design. It was also a challenge to convey the concept accurately, appeal to young people and avoid under-ageing (minors are not allowed to buy lottery tickets in China).
研究: Through data analysis, researchers found that today's Chinese lottery players pay more attention to fun and socializing when purchasing lottery tickets than winning. As a result, a plan was developed to give the lottery a new label by creating a new brand with a fun, youthful theme. Further, the research found that the fun of buying lottery tickets comes from the excitement of chasing change, which became the core concept that ties the whole design together.
靈感: To solve Chinese lottery industry's difficulties in attracting youngsters, by studying language habits and social preferences of people, project creates a new brand for China welfare lottery's instant ticket promotion activities. The design deconstructs the excitement of seeking changes in dull life, which is the source of lottery's fun. With the visual system, designers build a world of fun and surprises for young players, and make scratching lotteries a new social currency for them.
項目時長: The project started in March 2023 in Beijing and finished in October 2023 in Beijing.
操作流程: The brand "Gua Gua Xing Qiu (Scratch-off Planet)" will mainly serve as offline activity zone, hosting the welfare lottery's offline activities and centralizing the focus of them. In designers' visions, the new brand may build a group of young lottery players who regard scratching lottery as a new social trend, which is adapted to the context of contemporary Chinese Internet culture, and make scratching lottery tickets a topic of young culture.
團隊成員: Xiao Xiao
Pan Li
Huang Hao
Chen Xu
Dr. Zhang Rong
Wu Fangbo
Hao Qian
Zhou Qian
Tian Jianing
Lin Hongnan
Liu Beibei
Ai Yangyu