With the purpose of strengthening the public image of Fujian Welfare Lottery and publicizing the brand value proposition of "Kindness for Happiness"，the visual identity design of Fujian Welfare Lottery combines the two red lines from the original brand logo with the concept of waving ribbon to visualize the continuous trajectory to happiness. Paired with the mixed dynamic balls that feature the diverse culture and local attributes of Fujian, the subtle design represents different aspects of nature, culture and local lifestyles in Fujian and helps broaden the application range of the brand visual system to multiple scenarios. Moreover, inspired by Fujian muntjac, a symbol of auspiciousness, the adorable and distinctive IP image is designed to convey a kind of deep level spiritual connotation and human concern, and shorten the distance between the brand and young generations.
IAI Excellence Award
MTC Brand Consultancy Co., Ltd.
China
