FORGE AHEAD

Short List
TitleFORGE AHEAD
BrandSHENZHEN FASHION WEEK
Product / ServiceFASHION SHOW
CategoryG01. Typography
EntrantSENSETEAM Shenzhen, CHINA
Idea Creation SENSETEAM Shenzhen, CHINA

Credits

Name Company Position
Hei Yiyang SenseTeam Creative Director

Background

Shenzhen is a young, stylish, international city, walks in the forefront of the fashion in China. We apply the modem medium and dissemination way to benefit brand building. It fits in with the soul of city. Shenzhen Fashion Week will reach the height of the world's four major fashion week.

Describe the creative idea (40% of vote)

“Catwalk” is fundamental to a fashion show. Therefore, the design adopt a dynamic motion of “catwalk” as a logo to deliver the content and attitude of fashion. The dynamic logo presents the catwalk of models and steps on a rhythm, speaks for the atmosphere of fashion show and variation of fashion.

Describe the execution (40% of vote)

Dynamic Logo is often more eye catching than static one. Regarding brand image design and maintenance, the repetition of successive elements is used multi-dimensionally in time and space, create an eye-catching visual language. The logo design draw SZFW, the acronym of Shenzhen Fashion Week, into an artistic skeleton, which signifies that “people” is the subject of fashion. The design approach is not limited by traditional forms of identification visual. It uses imagination and dynamic symbols in which “S” and “Z” are arms and “F” and “W” are legs of a model who is stepping to the beat, indicating the slogan “Fashion, Forge Ahead.”

List the results (20% of vote)

In modern media age, we establish brand image in a dynamic way. We extract the first letter SZFW to represent the Walking Model, and create Model Fonts. We provide a full range of brand which services for Shenzhen Fashion Week and design a comprehensive brand visual management system that covers basic visual, video, website, prints, identification visual and environmental visual. The visual management system compiles and consolidates information, unifies main tones and styles, manages a series of materials, therefore to present brand strategy and personalities faithfully.