We had the distinct pleasure to interview award winning designer SUN JIAN about their original and creative Brand Design design work. SUN JIAN is an award-winning communication designer, that makes our world a better place with their original brand design works.
SUN JIAN ("SJ") answered Design Interview ("DI") questions about their award-winning work Newker Logo Brand Design. Interview questions prepared by Frank Scott.
SJ : Newker's custom text mark consists of the letter N and the graphics of the US Empire State Building. Recognize its business in China. The brand positions newbies as "International Award Promoter": promoting and operating the New York International Advertising Awards, New York International Television Film Awards, and London International Awards in China. The N character is a space where the Empire State Building is suitable for modular advancement. The module is interchangeable between letters and images in the graphics to accurately display the features provided by the brand.
SJ : In designing this work, our main focus has been to create a visually striking and culturally resonant representation that encapsulates Newker's global prominence and its pivotal role in promoting international creative achievements in China. Our primary objective was to craft a dynamic visual identity that not only reflects the brand's commitment to excellence but also communicates its ability to bridge diverse creative communities on a global scale. By integrating the letter "N" and the iconic imagery of the Empire State Building, we aimed to establish a cohesive and distinctive brand identity that embodies Newker's core values of cross-cultural collaboration and recognition of creative excellence. Our intention was to achieve a harmonious synthesis of cultural symbolism and professional credibility, thereby reinforcing Newker's position as a leading facilitator of international recognition and creative exchange. Through this design, we sought to highlight Newker's commitment to fostering a platform for creative talents to shine and to celebrate outstanding achievements in the global creative industry.
SJ : our future endeavors entail forging strategic partnerships and collaborations with key stakeholders in the global creative sphere, leveraging the prestige associated with this award-winning design to expand Newker's influence and establish it as a trailblazer in fostering international creative exchange and collaboration. With a focus on sustainability and innovation, we aim to continuously evolve and adapt this design to meet the dynamic needs of the ever-evolving global creative landscape, solidifying Newker's position as a driving force in shaping the future of the creative industry.
SJ : The design process for this particular concept spanned approximately six months, during which our team dedicated meticulous attention to detail and comprehensive research to ensure the seamless integration of the brand's vision and values. From the initial conceptualization phase to the finalization of the design, we invested significant time and effort into refining the intricate elements of the concept, including the incorporation of the letter "N" and the intricate depiction of the Empire State Building.
SJ : The decision to design this particular concept was driven by a combination of factors, including a strategic alignment with Newker's overarching vision and a proactive pursuit of creative inspiration. While the initial impetus for the design stemmed from Newker's expressed need for a distinctive visual identity that would resonate within the Chinese market, our team also embarked on a proactive exploration of innovative design approaches to create a concept that would effectively communicate the brand's values and global aspirations.
SJ : the design is exclusively owned and utilized by Newker for their branding and promotional activities as an international award promoter. While there are no immediate plans to sell or lease the production rights to another entity, the possibility of exploring strategic partnerships or collaborations with complementary brands or organizations remains open for consideration in the future.
SJ : The decision to design this particular type of work was driven by a blend of creative ingenuity, strategic foresight, and a deep understanding of Newker's positioning within the global creative industry. We recognized the significance of creating a visually captivating and culturally resonant design that would serve as a powerful emblem of Newker's mission to promote international creative achievements in China.
SJ : While the primary design concept was developed internally by our creative team, we drew inspiration from a diverse array of design influences and contemporary trends within the global creative landscape. Our approach was marked by a comprehensive exploration of various design styles, cultural motifs, and industry best practices to ensure that the final concept resonated with Newker's vision and values while also aligning with international design standards.
SJ : The target customer for this design primarily encompasses creative professionals, advertising agencies, television and film production companies, as well as individuals and organizations involved in the global creative industry. Given Newker's role as an international award promoter, the design is tailored to resonate with a diverse audience of creative talents, industry leaders, and enthusiasts seeking recognition and exposure on a global platform.
SJ : This design stands out from other similar or resembling concepts due to its unique integration of the letter "N" and the iconic imagery of the US Empire State Building, symbolizing Newker's commitment to bridging cultures and fostering international collaboration within the creative industry. The strategic placement of the Empire State Building within the letter "N" serves as a powerful representation of the brand's global reach and its pivotal role in promoting international creative achievements in China.
SJ : the name "Newker" embodies the brand's ethos of embracing novelty and change while remaining rooted in a rich cultural heritage, thereby positioning itself as a dynamic force in shaping the future of the creative industry. The name encapsulates the brand's dedication to promoting new ideas, fostering creative distinction, and facilitating a platform for global talents to thrive and excel in the ever-evolving landscape of the creative arts and media.
SJ : Adobe Creative Suite: We extensively utilized software such as Adobe Illustrator for vector graphics and logo design, Adobe Photoshop for image editing and manipulation, and Adobe InDesign for layout and print design. Sketch: This tool was instrumental in creating digital designs, prototypes, and user interfaces, enabling us to conceptualize and visualize the design elements in a digital format. Procreate: We leveraged Procreate for its advanced digital illustration capabilities, allowing us to create intricate and detailed design elements with precision and creativity. Canva: We utilized Canva for its user-friendly interface and diverse design templates, enabling us to create visually appealing marketing materials and presentations efficiently.
SJ : The most unique aspect of this design lies in its seamless integration of the letter "N" and the iconic imagery of the US Empire State Building, symbolizing Newker's commitment to fostering global recognition and cross-cultural collaboration within the creative industry. This integration represents a harmonious fusion of cultural symbolism and contemporary aesthetics, encapsulating the brand's ethos of embracing innovation while honoring its rich cultural heritage.
SJ : For the development of this design, we collaborated closely with a team of experienced professionals possessing diverse and specialized skills in various areas. Our collaborative efforts involved graphic designers, branding experts, cultural consultants, and marketing specialists, ensuring a comprehensive and multifaceted approach to the conceptualization and execution of the project.
SJ : Digital Illustration and Rendering: Advanced digital illustration tools and software were instrumental in creating intricate and visually appealing design elements, allowing for precise detailing and rendering of the letter "N" and the Empire State Building imagery.
SJ : Market Analysis: We conducted an in-depth analysis of the global creative industry, identifying emerging trends, consumer preferences, and industry best practices to ensure that the design aligned with the evolving needs and expectations of the target audience.
SJ : Effectively integrating the iconic imagery of the Empire State Building with the letter "N" in a visually appealing and cohesive manner while maintaining the integrity of both elements proved to be a complex and iterative process, requiring careful attention to detail and creative problem-solving.
SJ : The decision to submit our design to an international design competition was driven by our desire to showcase the creative excellence and global relevance of the concept, as well as to gain recognition within the global design community. We recognized the competition as a platform to demonstrate the innovative approach and cultural resonance embedded within the design, as well as to benchmark our work against other leading designs from around the world.
SJ : Cultural Sensitivity and Awareness: The cultural study and research conducted for this project deepened my understanding of the importance of cultural sensitivity and awareness in design, emphasizing the need to create designs that resonate with diverse cultural sensibilities and preferences.
SJ : I believe we have covered a comprehensive range of topics related to the design process, challenges, inspirations, and impact of the project. However, if there are any specific aspects or additional inquiries you would like to explore further, please feel free to let me know. Whether it pertains to the creative process, the integration of technology, the cultural significance of the design, or any other related areas, I am here to provide further insights and assistance as needed.
