Press Release
Sxdesign Receives the A' Design Award for Gua Gua Xing Qiu Brand Identity in Graphics, Illustration and Visual Communication Design
The international grand jury of the 2023 - 2024 A' Design Award & Competition recognizes Sxdesign for graphics, illustration and visual communication design
FOR IMMEDIATE RELEASE
COMO, Italy, April 16, 2024 /DesignNewswire/ A' Design Award & Competition has confirmed the A' Design Award in the Graphics, Illustration and Visual Communication Design category for Gua Gua Xing Qiu Brand Identity by Sxdesign, designed for Guangxi Welfare Lottery Issue Center. The recognition forms part of the 2023 - 2024 A' Design Award & Competition and was determined through blind peer review by an international grand jury panel of established academics, design professionals and press members, who evaluated anonymized entries against predetermined criteria.
What the A' Design Award Means
The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.
More About Gua Gua Xing Qiu Brand Identity
Gua Gua Xing Qiu is a brand identity created for instant scratch-off lottery promotion activities in China. The wordmark reduces strokes and adjusts the structure of Chinese characters, so readability is kept while a sense of surprise appears on closer viewing. The graphics follow the geometric language of the logo and express the scratching area of a lottery ticket in an abstract way. Printing uses high-quality techniques on recyclable substrates. The complete visual system portrays a scratch-off world of fun for young players.
About Sxdesign
As a design studio in China, “SX” stands for Chinese “ShangXiang” which taken from “Yi Chuan”. The name expounds our core opinion: To build significance of daily life through the observation, extraction, abstraction and reorganization of phenomena. sxdesign creates and values languages and ideas of client and user, such as requirements, knowledge, or the attitude of sxdesign itself.
Award Record
Sxdesign is a winner of 15 A' Design Awards, including this recognition. The awards were granted between the 2020 - 2021 and the 2023 - 2024 editions of the A' Design Award & Competition.
About the A' Graphics, Illustration and Visual Communication Design Award
The A' Graphic Design Award is an international graphic design competition recognizing good graphic designs by best creative agencies and designers worldwide. It is organized within the A' Design Award & Competition and is open to graphic designers, communication designers, graphic artists and illustrators from all countries. Typical entries include logos, posters, infographics, brochures, packaging designs and business cards. The awarded graphic designs are published at https://dezigners.org/design-category/graphics
About A' Design Award & Competition
Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://dezigners.org/155947
- A' Design Award Page: https://competition.adesignaward.com/155947
- Media Showcase: https://www.designnewsroom.com/!155947
- Laureate Profile: https://dezigners.org/d/304255
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Gua Gua Xing Qiu Brand Identity
- Function
- Brand Identity
- Category
- Graphics, Illustration and Visual Communication Design
- Discipline
- Communication Design
- Industry
- Branding & Advertising and Arts
- Colors
- Orange Red, Firebrick, Steel Blue, Tomato and Salmon
- Images
- 5
- Client
- Guangxi Welfare Lottery Issue Center
The Recognition
- Laureate
- Sxdesign
- Country
- China
- Recognition
- A' Design Award
- Edition
- 2023 - 2024
- Design ID
- #155947
Credits
- Team
- Xiao Xiao, Pan Li, Huang Hao, Chen Xu, Dr. Zhang Rong, Wu Fangbo, Hao Qian, Zhou Qian, Tian Jianing, Lin Hongnan, Liu Beibei and Ai Yangyu
Design Details
- Unique Properties
- 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.
- Inspiration
- 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.
- Research
- 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.
- Challenge
- 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).
- Realization and Technology
- 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.
- Operation and Interaction
- 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.
- Project Duration and Location
- The project started in March 2023 in Beijing and finished in October 2023 in Beijing.
- Specifications
- 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.
- Keywords
- Brand identity, Chinese, Instant lottery, Fun, Youthful, Activities offline
