NYC Deal 99 Cent Store Brand Identity by Chi Hao Chang

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DESIGN DETAILS
DESIGN NAME:
NYC Deal 99 Cent Store

PRIMARY FUNCTION:
Brand Identity

INSPIRATION:
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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / INTERACTION:
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.

PROJECT DURATION AND LOCATION:
The project started in November 2018 at the School of Visual Arts in New York City and was finished in April 2019.

FITS BEST INTO CATEGORY:
Graphics, Illustration and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
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.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The identity system will be used on various sizes, materials, platforms, which will not have a specific dimension.

TAGS:
Branding, Graphic Design, Identity, Logo, Poster

RESEARCH ABSTRACT:
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.

CHALLENGE:
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.

ADDED DATE:
2019-08-07 06:15:15

TEAM MEMBERS (1) :


IMAGE CREDITS:
Chi Hao Chang, 2019.

Visit the following page to learn more: http://bit.ly/2oqZxg0
CLIENT/STUDIO/BRAND DETAILS
NAME:
School of Visual Arts

PROFILE:
School of Visual Arts has been a leader in the education of artists, designers and creative professionals for nearly seven decades. With a faculty of distinguished working professionals, dynamic curriculum and an emphasis on critical thinking, SVA is a catalyst for innovation and social responsibility. Comprised of more than 6,000 students at its Manhattan campus and nearly 37,000 alumni in 75 countries, SVA also represents one of the most influential artistic communities in the world. The School of Visual Arts (SVA) is a for-profit art and design college in Manhattan, New York. It was founded in 1947 and is a member of the Association of Independent Colleges of Art and Design.

NOMINATION DETAILS

Nyc Deal 99 Cent Store Brand Identity by Chi Hao Chang is a Nominee in Graphics, Illustration and Visual Communication Design Category.

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AWARD DETAILS

Nyc Deal 99 Cent Store Brand Identity by Chi Hao Chang is Winner in Graphics, Illustration and Visual Communication Design Category, 2019 - 2020.



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