Mtc Brand Consultancy ᱨᱮᱱᱟᱜ Dragonpass ᱵᱨᱟᱸᱰ ᱩᱯᱩᱨᱩᱢ ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2023 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱨᱩᱯᱟᱜᱨᱟᱯᱷᱤᱠ· 2023
Dragonpass ᱵᱨᱟᱸᱰ ᱩᱯᱩᱨᱩᱢ
Mtc Brand Consultancy ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: DragonPassCompanyLimited
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#150900 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Dragonpass ᱵᱨᱟᱸᱰ ᱩᱯᱩᱨᱩᱢ ᱵᱟᱵᱚᱛ ᱛᱮ
Dragonpass ᱫᱚ ᱢᱤᱫ ᱵᱨᱟᱸᱰ ᱩᱯᱩᱨᱩᱢ ᱠᱟᱱᱟ ᱚᱠᱟ ᱫᱚ ᱢᱮᱢᱵᱚᱨᱥᱤᱯ ᱞᱟᱵᱷ ᱟᱨ ᱫᱟᱹᱰ ᱫᱟᱹᱰᱤ ᱥᱮᱣᱟ ᱮᱢᱚᱜᱤᱡ ᱠᱚᱢᱯᱟᱱᱤ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ᱾ ᱱᱟᱶᱟ ᱪᱤᱱᱦᱟᱹ ᱨᱮ ᱢᱤᱫ ᱡᱟᱫᱩ ᱰᱟᱸᱴᱟ ᱨᱮᱭᱟᱜ ᱦᱚᱨ ᱟᱨ ᱮᱛᱚᱦᱚᱵ ᱚᱞ D ᱢᱮᱥᱟ ᱠᱟᱛᱮ ᱢᱤᱫ ᱪᱚᱞᱚᱛ ᱪᱤᱱᱦᱟᱹ ᱵᱮᱱᱟᱣ ᱟᱠᱟᱱᱟ ᱚᱠᱟ ᱫᱚ ᱟᱭᱢᱟ ᱯᱟᱦᱴᱟ ᱛᱮ ᱯᱟᱨᱚᱢᱚᱜ ᱠᱟᱱᱟ᱾ ᱢᱩᱞ ᱟᱨᱟᱜ ᱨᱚᱝ ᱥᱟᱶᱛᱮ ᱵᱮᱝᱩᱱᱤ ᱟᱨ ᱮᱴᱟᱜ ᱨᱚᱝ ᱠᱚ ᱥᱮᱞᱮᱫ ᱠᱟᱛᱮ ᱩᱯᱩᱨᱩᱢ ᱨᱮ ᱵᱟᱹᱲᱛᱤ ᱯᱷᱮᱥᱚᱱᱟᱱ ᱨᱩᱯ ᱮᱢ ᱟᱠᱟᱱᱟ᱾ ᱜᱚᱲᱚᱭᱤᱡ ᱜᱨᱟᱯᱷᱤᱠᱥ ᱠᱚ ᱟᱭᱢᱟ ᱵᱮᱵᱷᱟᱨ ᱡᱟᱭᱜᱟ ᱨᱮ ᱞᱮᱵᱮᱫ ᱦᱚᱪᱚ ᱟᱠᱟᱫᱟ᱾ ᱟᱞᱜᱟ ᱟᱠᱟᱱ ᱧᱮᱞ ᱵᱮᱵᱚᱥᱛᱟ ᱫᱚ ᱢᱟᱨᱮ ᱟᱠᱟᱱ ᱪᱤᱱᱦᱟᱹ ᱡᱟᱭᱜᱟ ᱨᱮ ᱵᱚᱦᱟᱞ ᱟᱠᱟᱱᱟ ᱟᱨ ᱵᱟᱹᱲᱛᱤ ᱟᱱᱛᱚᱨᱡᱟᱛᱤᱭᱚ ᱵᱨᱟᱸᱰ ᱨᱩᱯ ᱨᱮ ᱜᱚᱲᱚ ᱮᱢᱚᱜ ᱠᱟᱱᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Dragonpass ᱵᱨᱟᱸᱰ ᱩᱯᱩᱨᱩᱢ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Dragonpass ᱵᱨᱟᱸᱰ ᱩᱯᱩᱨᱩᱢ 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
- As the world second largest and the No.1 Asia-Pacific membership benefit solutions service provider, DragonPass has encountered a new strategic transformation opportunity. However, its image has become traditional and aging over the past 17 years, requiring a brand image upgrade.This case uses global vision, diversity, vitality, and humanism as keywords. By redesigning the brand's symbols and extending graphics, activating the brand colors, it redefines and standardizes the DragonPass brand visual system.
- ᱴᱮᱜ ᱠᱚ
- VI reshape, travel, magician, color activation, interactivity
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- Based on the brand personality of Magician, the design team used the concept of magical wand trace and combined it with the initial letter "D" of DragonPass for the design. The new logo of DragonPass is dynamic, with magical wand trace crossing multiple dimensions, symbolizing that DragonPass will always bring surprises to it’s clients and users.In addition, the design team built upon the original red-dominated visual identity by adding elegant and fashionable colors like purple, making DragonPass even more attractive.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- The challenge in this case is to inherit and reshape the brand's original visual image, which must comply with the development of visual trends without completely deviating from the original impression. To achieve this, the design team refined and innovated elements based on DragonPass's original visual assets, aligning with the corporate culture and catering to popular aesthetic concepts. At the same time, they added a sense of freshness and appeal to the brand's visual image.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- As a global intelligent travel service platform, DragonPass takes quality travel as the core, has built a member service system covering travel, health, living, entertainment and other lifestyle scenes. In the field of airport lounges providers, it has been ranked the first in Asia Pacific and the second in the world in the global service network.
- ᱯᱨᱮᱨᱚᱱᱟ
- The original brand identity of DragonPass was a dragon emblem, which is an element of Eastern culture. As a global enterprise originating from China, DragonPass should have greater cultural inclusivity, and its brand image needs a more internationalized revamp.The design team, through co-creation with the company's management team, refined a new inspiring mission for DragonPass: "Going For New Aspirations." They also used the Magician archetype from the brand personality model as the basis for the brand image design.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project began in Guangzhou in May 2022 and launched in Guangzhou in February 2023.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- The new VI reduces complexity and returns to a simple appeal, making it easier to be recognized and disseminated in all scenarios. It aligns with the global urban aesthetic trend, helping shape an international and upscale brand image while interpreting the concepts and visions of DragonPass.The auxiliary graphics have strong visual impact, adaptability, and flexibility, which enhance the overall visual effects. They also carry symbolic meanings such as "active", "enjoy", and "cheerful", serving as expressions of the brand's attitude and emotions.
ᱥᱯᱚᱱᱥᱚᱨᱰ
Designers.org ᱠᱷᱚᱱ ᱯᱟᱨᱚᱢ ᱛᱟᱞᱟᱥ
ᱟᱞᱮᱭᱟᱜ ᱵᱤᱜᱽᱭᱟᱯᱚᱱ ᱥᱟᱹᱜᱟᱹᱭ ᱠᱚ ᱠᱷᱚᱱ ᱯᱨᱚᱰᱟᱠᱴ, ᱥᱮᱵᱟ ᱟᱨ ᱢᱚᱠᱟ ᱩᱫᱩᱜ ᱢᱮ᱾
ᱟᱨᱦᱚᱸ ᱠᱷᱚᱡ ᱢᱮ
ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
