Dragonpass

Brand Identity for DragonPassCompanyLimited

This case is a reshaping of Dragonpass's brand system, with deepened transformation of the brand style, brand VI, and their applications. The addition of brand colors aligns with Dragonpass's strategic inclination for diversified development. By pairing it with visual symbols created based on the brand's original concepts and cultural values, the entire system gains cultural universality and high interactivity, contributing to the overall image upgrade and evolution of the brand.

Download Press Kit № 150900

Download Press Kit № 150900 Brand Identity for DragonPassCompanyLimited by Mtc Brand Consultancy to access high-res images, essential texts, translations, and exclusive interviews—all in one.

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Dragonpass by Mtc Brand Consultancy

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Brand Identity by Mtc Brand Consultancy

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Mtc Brand Consultancy Dragonpass

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Mtc Brand Consultancy Brand Identity

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DragonPassCompanyLimitedBrand Logo

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Dragonpass Brand Identity Press Releases

Discover our press releases for Dragonpass available in the following languages: English.

Dragonpass Brand Identity Media Articles

Access our collection of Dragonpass articles, ready for use and offered in languages: English, Chinese (Mandarin), Turkish, Italian, German, French, Dutch, Korean, Arabic (Standard), Japanese, Russian, Portuguese, Spanish, Hindi and Indonesian.

Unique Properties

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.

Tags

VI reshape, travel, magician, color activation, interactivity

Production Technology

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.

Design Challenge

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.

Project Duration

The project began in Guangzhou in May 2022 and launched in Guangzhou in February 2023.

Operation Flow

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.

Research

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.

Inspiration

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.

Project Overview

Dragonpass Brand Identity has been a Silver winner in the Graphics, Illustration and Visual Communication Design award category in the year 2022 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Image Credits

For design images and photos please credit Mtc Brand Consultancy.

Silver Recognition

Mtc Brand Consultancy was recognized with the coveted Silver A' Design Award in 2023, a testament to excellence of their work Dragonpass Brand Identity.

Mtc Brand Consultancy Press Releases

Discover Mtc Brand Consultancy's journey through our press releases, available for all press members and journalists to use without restrictions. Immediate access is granted to 1 press releases for all journalists.

DragonPass Unveils New Brand Identity Designed by Mtc Brand Consultancy

DragonPass introduces a revitalized brand identity, "Going For New Aspirations," designed by Mtc Brand Consultancy, aiming for a more inclusive and international image, aligning with its global enterprise status. The new design reflects a strategic transformation opportunity and a commitment to diversity and vitality.

Mtc Brand Consultancy Newsroom

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