Dragonpass Brandidentitet af Mtc Brand Consultancy er en højt anset vinder af den meget prestigefyldte 2023 A' Design Award i Sølv i konkurrencekategorien Grafik, Illustration og Visuel Kommunikationsdesign.
SølvGrafik· 2023
Dragonpass Brandidentitet
Klient: DragonPassCompanyLimited
Vinder af A' Design Award i Sølv i kategorien Grafik
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Om Dragonpass Brandidentitet
Dragonpass er en brandidentitet designet til en udbyder af medlemsfordele og rejseservices. Det nye symbol kombinerer sporet fra en tryllestav med begyndelsesbogstavet D og danner et dynamisk mærke, der krydser flere dimensioner. Den oprindelige røde palet er udvidet med lilla og yderligere toner for at give identiteten en mere moderigtig karakter. Supplerende grafik tilføjer fleksibilitet på tværs af anvendelser. Det forenklede visuelle system erstatter et aldrende emblem og understøtter et mere internationalt brandimage.
Anerkendelsen
Om A' Design Award i Sølv
Dragonpass Brandidentitet er vinder af A' Design Award i Sølv, en usædvanligt prestigefyldt anerkendelse, der tildeles designs i topklasse, som er pragtfulde og imponerende. Sølvvinderne er enormt geniale og overordentlig kreative værker, der illustrerer deres designeres fremragende ekspertise, talent og skarpsindighed. Dragonpass Brandidentitet forventes at være et vidunderligt udstillingsværk, der er bemærkelsesværdigt professionelt og dybt innovativt. Dette design, der har vundet A' Design Award i Sølv, er en højst bemærkelsesværdig, beundret opfindelse, som gavner og flytter grænserne for kunst, videnskab, design og teknologi. Dragonpass Brandidentitet er en skabelse, som mange misunder, og som vækker begær, bringer positive følelser og antænder forundring og undren.
Bag Designet
Pressemappe
Credits, teammedlemmer og tekniske detaljer leveret af designeren.
- Unikke Egenskaber
- 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
- Produktionsteknologi
- 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.
- Designudfordring
- 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.
- Forskning
- 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.
- Projektvarighed
- The project began in Guangzhou in May 2022 and launched in Guangzhou in February 2023.
- Driftsflow
- 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.
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