Disainilahendus NYC Deal 99 Cent Store Kaubamärgi identiteet, autor Chi Hao Chang

Disainilahendus NYC Deal 99 Cent Store Kaubamärgi identiteet, mille autor on Chi Hao Chang, on kõrgelt hinnatud 2020 auhinna Pronksauhind A' Design Award võitja konkursi kategoorias Graafika, illustratsiooni ja visuaalse kommunikatsiooni disain.

PronksGraafika· 2020

NYC Deal 99 Cent Store Kaubamärgi identiteet

disainer: Chi Hao Chang

Klient: School of Visual Arts

Auhind Pronksauhind A' Design Award kategoorias Graafika

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Värvid

Disain

Teosest NYC Deal 99 Cent Store Kaubamärgi identiteet

NYC Deal on kaubamärgi identiteet, mis on loodud New Yorgi 99-sendisele poele. Identiteet keskendub julgele nurga all olevale hinnasildile, mis tuletab meelde rippuvaid silte, mille poole kliendid sirutuvad ja mida nad enne lugemist paigal hoiavad. Kaldu asetatud silt muudab ühtse 99-sendise hinna kaubamärgi kõige selgemaks sõnumiks. Toetavad elemendid viitavad poes müüdavatele toodetele. Trükitud materjalides kasutatakse digitaalset laserprinti, samas kui kott, särgid ja muud tekstiiltooted on valmistatud siiditrüki abil, mis tagab tindi vastupidavuse.

Tunnustus

Auhinnast Pronksauhind A' Design Award

NYC Deal 99 Cent Store Kaubamärgi identiteet on Pronksauhinna A' Design Award võitja, väga prestiižikas tunnustus, mis antakse silmapaistvatele disainidele, mida iseloomustavad loovus, leidlikkus ja teravmeelsus. Pronksvõitjad on küllaldaselt osavad ja tabavalt loovad teosed, mis kinnitavad oma disainerite laia kogemust, kujutlusvõimet ja leidlikkust. NYC Deal 99 Cent Store Kaubamärgi identiteet peaks olema kõrgelt hinnatud, imetletud ja armastatud objekt, mis on märkimisväärselt professionaalne ja uuenduslik. See Pronksauhinna A' Design Award võidudisain ühendab parimaid tavasid kunstis, teaduses, disainis ja tehnoloogias ning on suurepärane oma detailidele pööratud tähelepanu poolest. NYC Deal 99 Cent Store Kaubamärgi identiteet rahuldab suurepäraselt vajadusi, puudutab soove, võlub tundeid ja pakub huvi uudishimule.

Disaini taustal

Pressimaterjalid

Disaineri esitatud autorid, meeskonnaliikmed ja tehnilised andmed.

Unikaalsed omadused: NYC Deal is a local 99 cents store in New York City. To rebrand this store, it is important to let people grasp the most distinctive attraction of the store, that everything is only priced at 99 cents. With this design, no one can ignore the bold and striking price tag. Moreover, the designer carefully captured the inviting dangling movement to the drive to stimulate potential customers to grab a hold of the moving price tag themselves.
Mõõtmed ja pakend: The identity system will be used on various sizes, materials, platforms, which will not have a specific dimension.
Sildid: Branding, Graphic Design, Identity, Logo, Poster
Tootmistehnoloogia: For the packages and stationaries of the brand, digital laser printing will be used on various related productions. For the tote bags, shirts, and any other products that will be printed on fabrics will use screen printing to make the inks durable.
Disainiülesanne: The challenge was to design a clear but powerful logo for the brand. The logo should be able to grab ahold of eyeballs of pedestrians and inform them about the main attraction of the store. This was the problem he sought out to solve at the first place. In the process of designing, the designer also struggled to grapple with the existing design at hand and avoided being limited by it. Hence, he spent a lot of effort into balancing his own creative process while maintaining the original identity. The logo should, of course, be different, but people should also still be able to identify the brand from past experience.
Uurimistöö: The type of research was conducted based on marketing and branding. The objective of the design is to make the brand more recognizable from other similar shops. Through competitor analysis, user research, and brand positioning strategy, the designer recognized that this kind of value shops make profits by selling bulks of products, instead of specialized sophisticated single items. Hence, it is critical for the brand to capture the attention of customers through branding. As a result, the logo was created to invite customers in with its dangling movement and simple statement, 99 cents.
Inspiratsioon: The angle of the symbol was inspired by the dangling price tag. When customers try to see the price of an item, they usually need to reach for the dancing price tag and pause it for the read. The design captured this movement as the main feature of the logo, encapsulating the shopping experience in one graphic. As for supporting elements, some features of the products in the shops are included.
Projekti kestus: The project started in November 2018 at the School of Visual Arts in New York City and was finished in April 2019.
Tööprotsess: The inspiration of the designer mostly comes from his careful observation of the surrounding environment in New York City. The designer has noticed how 99 cent stores can truly come handy when the budget is tight. As a result, he sought to improve the logo so people can understand its main feature more intuitively. First, he created the mood board by using the photos from the street to start sketching. After about fifty different trials, he finally decided on this distinctive and simple logo to grab attention from customers.