Design Spectrum | Ztory Inc

EMBRACING THE DIGITAL AGE WITH VERSATILE DESIGN

Hong Kong Design Centre (HKDC) launched a new project in 2019. At 7 Mallory Street, Wanchai, HKDC hosts exhibitions, workshops, guided tours and other activities related to design in Asia, making design a part of the public’s daily life. In the past, the activities by HKDC were mostly industry-oriented, giving a relatively professional impression. Unlike previous projects, Ztory gave a special name, designed a logo, key visual and visual identity system to this initiative which wants to reach out to the community.

Client

Design Spectrum

What We Did

Rebranding

produced by Ztory Inc, 品牌重塑, Ztory Inc 製作, 作為香港特別行政區政府的策略伙伴，香港設計中心自2001成立至今，一直致力透過設計營商周BODW、設計智識周KODW、DFA設計獎及FASHION ASIA HONG KONG FAHK 等旗下項目

Hong Kong Design Centre has engaged with various groups via social media in the We-media era, with over 900 social posts published between 2018 and 2020. However, Ztory observed that the visual systems of HKDC’s numerous projects differ, causing potential confusion when displayed together.

On the other hand, the team also observed that the existing visual image did not fully manifest the position of the Hong Kong Design Centre. In fact, the organisation has been adhering to the five concepts (Connect, Celebrate, Nurture, Advance, Engage). Through different projects and events, HKDC established a platform for the industry to understand, communicate and cooperate with each other, demonstrating the power and value of design.

Design Application

To cater to different needs, Ztory considered the flexibility of the applications of design. The circular elements and the suggested colours should be used freely in different sizes, positioning and colour combinations.

LEARN MORE ABOUT DESIGN APPLICATION

Design Concept and Element

Ztory proposed using ‘Spotlight’ to emphasise the Hong Kong Design Centre’s pioneering role in the creative industry, by shining a light on each design talent and highlighting the value of design.

In terms of brand colour matching, Ztory continued to use black, white, red and grey in the official logo as the main colours. Then mint, dark blue and lime were used as supporting colours to enhance richness of the visual, completing the brand image.

In addition, in order to draw a design policy that is systematic, readable and practical, the team used round colour blocks, coils and repetitive ring patterns as the visual elements, supplemented by a series of auxiliary graphics. The team also selected a variety of Chinese and English fonts for different purposes.

Brand Recognition

For different positioning and uses, the proportion of images and photos in the visual elements will be adjusted accordingly to correspond to the brand recognition.

A Final Word

Ztory complements the previous visual image through a versatile design, and gives a sense of stylish and vibrant personality to the organisation. The team hopes that Hong Kong Design Centre can make good use of the new visual image to further polish the organisation’s image.