Allan Toh ᱨᱮᱱᱟᱜ The Early Chapter ᱵᱽᱨᱟᱸᱰ ᱯᱟᱨᱪᱟᱭ ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2022 A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱞᱚᱦᱟᱜᱨᱟᱯᱷᱤᱠ· 2022
The Early Chapter ᱵᱽᱨᱟᱸᱰ ᱯᱟᱨᱪᱟᱭ
Allan Toh ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Allan Toh
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#128237 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
The Early Chapter ᱵᱽᱨᱟᱸᱰ ᱯᱟᱨᱪᱟᱭ ᱵᱟᱵᱚᱛ ᱛᱮ
The Early Chapter ᱾ᱮᱱᱟᱜ ᱴᱷᱮᱱ ᱢᱮ ᱥᱤᱝᱜᱟᱯᱩᱨ ᱨᱮ ᱢᱮᱱᱟᱜ ᱠᱟᱹᱴᱟᱹ ᱠᱚᱲᱟ ᱠᱩᱲᱤ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱠᱴᱤᱵᱤᱴᱤ ᱠᱞᱟᱵᱷᱟᱣᱩᱥ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱠᱚᱨᱟᱣᱟᱠᱟᱱᱟ ᱟᱨ ᱮᱴᱟᱜ ᱵᱽᱨᱟᱸᱰ ᱯᱟᱨᱪᱟᱭ ᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱠᱞᱟᱵᱷᱟᱣᱩᱥ ᱠᱚᱲᱟ ᱠᱩᱲᱤ ᱠᱚ ᱡᱚᱛᱚ ᱤᱢᱚᱨᱥᱤᱵᱷ ᱠᱷᱮᱞ ᱠᱚ ᱪᱮᱛᱟᱱ ᱛᱮ ᱢᱟᱸᱰᱟᱨᱤᱱ ᱯᱟᱹᱨᱥᱤ ᱨᱮ ᱨᱟᱹᱥᱠᱟ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱞᱚᱜᱚ ᱟᱲᱟᱭ ᱨᱟᱶᱟᱲ, ᱢᱟᱨᱟᱸ, ᱟᱨ ᱚᱲᱦᱟᱭ ᱨᱚᱝ ᱨᱮᱭᱟᱜ ᱞᱟᱦᱟ ᱟᱠᱟᱨ ᱠᱷᱚᱱ ᱛᱮᱭᱟᱨ ᱮᱱᱟ, ᱟᱨ ᱠᱚᱢᱴᱟᱴ ᱨᱚᱲ ᱛᱮ ᱡᱟᱦᱟᱱᱟᱜ ᱟᱠᱟᱨ ᱠᱚ ᱴᱷᱟᱯᱲᱟᱣ ᱠᱟᱱᱟ, ᱚᱱᱟ ᱢᱤᱫ ᱦᱩᱰᱤᱧ ᱚᱲᱟᱜ ᱞᱮᱠᱟᱛᱮ ᱧᱮᱞᱚᱜ ᱠᱟᱱᱟ ᱾ ᱚᱱᱟ ᱦᱩᱰᱤᱧ ᱚᱲᱟᱜ ᱨᱩᱯ ᱮᱴᱟᱜ ᱠᱞᱟᱵᱷᱟᱣᱩᱥ ᱨᱮᱭᱟᱜ ᱥᱮᱫᱟᱭ ᱛᱮᱭᱟᱨ ᱦᱚᱸ ᱡᱩᱫᱤ ᱥᱚᱢᱟᱡ ᱮᱢᱟᱠ ᱛᱟᱦᱮᱸᱱ ᱠᱟᱱᱟ ᱾ ᱟᱠᱟᱨ ᱠᱚᱨᱮᱭᱟᱜ ᱱᱮᱜᱮᱴᱤᱵᱷ ᱡᱟᱭᱜᱟ ᱠᱷᱚᱱ ᱪᱭᱟᱭᱱᱤᱡ ᱚᱠᱛᱚ ᱢᱟᱸᱰᱟᱨᱤᱱ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ, ᱢᱮᱱᱠᱷᱟᱱ ᱪᱤᱱᱟᱹ ᱯᱟᱹᱨᱥᱤ ᱨᱮ ᱟᱨᱦᱚᱸ ᱪᱮᱫ ᱞᱮᱠᱟ ᱛᱟᱹᱭᱚᱢ ᱮᱢᱟᱠᱟᱱᱟ ᱚᱱᱟ ᱡᱟᱦᱟᱸᱭᱟᱭ ᱮᱭᱟ ᱾ ᱢᱤᱫ ᱟᱰᱷᱟ ᱥᱤᱝᱜᱤ ᱡᱟᱦᱟᱸ ᱦᱩᱰᱤᱧ ᱦᱚᱲ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱫ ᱮᱱᱮᱡ ᱮᱢᱟᱠᱚᱣᱟ ᱚᱠᱛᱚ ᱡᱟᱦᱟᱱ ᱨᱮᱭᱟᱜ ᱩᱫᱩᱜ ᱠᱚᱣᱟᱭ ᱮᱢᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
The Early Chapter ᱵᱽᱨᱟᱸᱰ ᱯᱟᱨᱪᱟᱭ ᱫᱚ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ The Early Chapter ᱵᱽᱨᱟᱸᱰ ᱯᱟᱨᱪᱟᱭ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- The Early Chapter is an early childhood activities clubhouse for children to develop an interest in Mandarin through immersive play. The logo consists of simple shapes in primary colors- red, yellow, and blue, stacked to look like a hut or small house. This represents the community that the brand tries to create. The negative space between the shapes forms the Chinese written character for Mandarin, which represents the clubhouse's emphasis on the Chinese language (Mandarin). The half-sun symbolizes the uplifting environment The Early Chapter wishes to create for the rising young stars of tomorrow.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- The minimum height of the logo for web is 45px. The minimum height for print is 10mm.
- ᱴᱮᱜ ᱠᱚ
- The Early Chapter, Early Childhood Clubhouse, Children, Mandarin, Chinese, Activities, Fun, Playful.
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- I started out by understanding from the client's perspective what they wanted, and went on to use mind maps to break down the meanings and associations for the words, "Early", and 'Clubhouse". I gathered that 'sun' is a good representation of 'early' and that a 'hut' is a nice association for a clubhouse.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- The challenge was to create a suitable colour palette as I was working with the 3 primary colours. I also have to be mindful in creating a brand identity that feels trustworthy yet uplifting and fun. I have to find a balance point such that the outcome does not appear boring while attempting to be trustworthy, and also not being too childish and unreliable while trying to be fun and uplifting. I hope I managed to strike a good balance here.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- Desk research, market study and brand positioning analysis were conducted to understand the context, target market and competition. Stakeholder interviews, target market study and competitive analysis were carried out. The research indicated that children in the target age group(1.5-6 years) engage in constructive play, and decipher primary colours such as red, yellow and blue better. The findings gave a clear design direction and contributed to an outcome that is more relevant and appropriate.
- ᱯᱨᱮᱨᱚᱱᱟ
- Inspired by the idea of a "close-knit and fun community for children", I wanted to create a logo that looks like a colourful hut that feels uplifting, fun and safe. The colours are carefully selected- red for attention, yellow for fun and blue for safety. They also happen to be the primary colours which children can easily identify with.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in late April 2021 in Singapore, and finished in late June 2021. The clubhouse is has completed renovations and is open to the public since November 2021. The logo and brand materials are used in stores and for marketing purposes.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- Due to the use of three primary colour hues, it is ideal the logo appears on a White or Floral White (beige-looking) background. Floral white provides a warm support for the three colours so the logo stands out well.
- ᱯᱮᱴᱮᱱᱴ ᱠᱚ
- Copyrights belong to Allan Toh Design Studio, 2021.
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