设计师 Sxdesign 的作品 Gua Gua Xing Qiu 品牌形象识别荣获了极具声望的 2024 A' Design Award 铁奖，竞赛类别为平面、插画与视觉传达设计。

铁平面· 2024

Gua Gua Xing Qiu 品牌形象识别

设计师： Sxdesign

客户: Guangxi Welfare Lottery Issue Center

平面类别A' Design Award 铁奖获奖者

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关于 Gua Gua Xing Qiu 品牌形象识别

"刮刮星球"是为中国即开型刮刮乐彩票推广活动打造的品牌形象识别系统。标准字对汉字笔画进行了简化并调整了字体结构，在保证识读性的同时，让观者在细看时产生惊喜感。图形延续了标志的几何语言，以抽象方式呈现彩票的刮奖区域。印刷环节在可回收承印材料上采用了高品质工艺。整套视觉系统为年轻玩家描绘出一个充满乐趣的刮刮星球世界。

荣誉认可

关于A' Design Award 铁奖

Gua Gua Xing Qiu 品牌形象识别是 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Gua Gua Xing Qiu 品牌形象识别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。Gua Gua Xing Qiu 品牌形象识别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。

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由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: 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.
标签: Brand identity, Chinese, Instant lottery, Fun, Youthful, Activities offline
生产技术: 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.
设计挑战: 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.
灵感: 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.
项目周期: 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.
团队成员: 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