Press Release
Golden A' Design Award in Graphics, Illustration and Visual Communication Design Goes to Infinite Borders Reshape The Three Kingdoms Brand by Netease Games Art Design Center
The international grand jury of the 2024 - 2025 A' Design Award & Competition recognizes Netease Games Art Design Center for graphics, illustration and visual communication design
FOR IMMEDIATE RELEASE
COMO, Italy, April 19, 2025 /DesignNewswire/ A' Design Award & Competition has confirmed the Golden A' Design Award in the Graphics, Illustration and Visual Communication Design category for Infinite Borders Reshape The Three Kingdoms Brand by Netease Games Art Design Center, designed for NetEase Games. The recognition forms part of the 2024 - 2025 A' Design Award & Competition and was decided 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.
About the Golden A' Design Award
The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.
About Infinite Borders Reshape The Three Kingdoms Brand
Infinite Borders is a brand identity for a strategy game set in the Three Kingdoms era. The brand graphic is derived from the pictographic characters of the name and from the grid square impression of strategy game play. Black, red and white, colors popular in the Han Dynasty, are used as the primary colors. Flat calligraphic brushstrokes serve as auxiliary elements. Modern typography completes a systematic and flat visual system. The design is applied to digital posters, user interface screens and printed items, and it can be extended across channels while keeping visual consistency.
Award Record
Netease Games Art Design Center is a winner of 1 A' Design Award, including this recognition.
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. The competition is organized within the A' Design Award & Competition and is open to graphic designers, communication designers, graphic artists and illustrators from all countries. Entries typically include logos, posters, infographics, brochures, packaging designs and business cards. Awarded graphic designs are published at https://dezigners.org/design-category/graphics
About A' Design Award & Competition
A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission 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. Entries are peer reviewed and anonymously evaluated 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. The A' Design Prize granted to eligible laureates 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, the upload of a work and the 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. Further information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://dezigners.org/162820
- A' Design Award Page: https://competition.adesignaward.com/162820
- Media Showcase: https://www.designnewsroom.com/!162820
- Laureate Profile: https://dezigners.org/d/356960
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
- Infinite Borders Reshape The Three Kingdoms Brand
- Function
- Reshape The Three Kingdoms Brand
- Category
- Graphics, Illustration and Visual Communication Design
- Discipline
- Communication Design
- Industry
- Branding & Advertising and Arts
- Colors
- Brown, Saddle Brown, White Smoke, Black and Maroon
- Images
- 5
- Client
- NetEase Games
The Recognition
- Laureate
- Netease Games Art Design Center
- Country
- China
- Recognition
- Golden A' Design Award
- Edition
- 2024 - 2025
- Design ID
- #162820
Credits
- Team
- TzuYin Weng and ChuJun Zhang , Yan Cheng,XiaoYang Tan,Jerry Tse,JieYu Hong
- Image Credits
- Director TzuYin Weng/Designer ChuJun Zhang,Key Visual for Netease 520 event, 2023.; Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng,Key Visual,2023.; Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng，Appstore Graphics,2023.; Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng/Designer XiaoYang Tan/Designer Jerry Tse/Designer JieYu Hong,Esports Brand visual,2023.; Director TzuYin Weng/Designer ChuJun Zhang/ Designer Yan Cheng/Designer XiaoYang Tan,merchandise,2023. Video Credits:Director TzuYin Weng/Designer ChuJun Zhang,Ending cut,2023
Design Details
- Unique Properties
- Positioned "The Authentic and Passionate Three Kingdoms," the brand traces the pictographic characters of its name and combines them with the "grid square" impression from strategy games to derive its brand graphics. It extracts the popular colors of black, red, and white from the Han Dynasty as its primary colors. Flat calligraphic brushstrokes are used as auxiliary elements. By incorporating modern typography, the brand provides new cultural experiences for the Three Kingdoms era.
- Inspiration
- The Three Kingdoms period dates back 1,500 years. We have deeply studied the characters and colors from Han Dynasty culture, combining the "land grid" gameplay and the pictographic character of the "Shuai" logo to derive the square as the brand graphic. Using a design that appeals to younger and international aesthetics, we inject new cultural vitality into the Three Kingdoms and convey its charm to a broader global audience.
- Research
- By visiting museums of the Han Dynasty and the Three Kingdoms era, we studied artifacts' color schemes, textures, and other characteristics. We researched the age demographics and preferences of players, combining this with the game's own mechanics. Integrating these studies and research, we extracted pictographic characters and popular colors of the Han Dynasty, merging them with modern aesthetics to infuse new vitality into the traditional Three Kingdoms culture.
- Challenge
- To recreate an authentic impression of the Three Kingdoms, the design must have historical and cultural significance while embodying modern aesthetics and trends. Additionally, it needs to consider digital and print applications and ensure ease of extension for a global audience.
- Realization and Technology
- This design will be applied to digital posters, UI interfaces, and physical prints. By using a systematic, modern, and flat design, it ensures ease of extension for designers across various channels while maintaining overall brand visual consistency.
- Project Duration and Location
- The project started its design phase in March 2023 and was completed in July 2023. It was officially launched in November 2023.
- Keywords
- the Three Kingdoms,traditional innovation,oriental aesthetics, brand design
