Gua Gua Xing Qiu
Gua Gua Xing Qiu is a brand identity created for instant scratch-off lottery promotion activities in China. The wordmark reduces strokes and adjusts the structure of Chinese characters, so readability is kept while a sense of surprise appears on closer viewing. The graphics follow the geometric language of the logo and express the scratching area of a lottery ticket in an abstract way. Printing uses high-quality techniques on recyclable substrates. The complete visual system portrays a scratch-off world of fun for young players.
Gua Gua Xing Qiu Brand Identity by sxdesign was identified as an outstanding representation of communication design by the A' Design Award. Gua Gua Xing Qiu Brand Identity was awarded the Iron A' Design Award in Graphics, Illustration and Visual Communication Design in 2024. The A' Graphics, Illustration and Visual Communication Design Award is an international, juried, academic and meritocratic design accolade which recognizes outstanding design of logos, posters, infographics, brochures, packaging designs, business cards, book covers, billboards and more.
