Ant Digital
Brand Identity for Ant Group
As an important brand of Ant Group, Ant Technology invests over 20 billion RMB each year in technological research and development. It is necessary to have a logo and visual identity with clear recognition and rich brand connotation. After the brand was launched, it gained high recognition from Ant Group, the brand owner, as well as positive reviews from the industry and communications field.
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Ant Digital by Kan Zhao
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Brand Identity by Kan Zhao
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Kan Zhao Ant Digital
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Kan Zhao Brand Identity
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Ant GroupBrand Logo
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Unique Properties
This artwork is a brand logo and visual system designed for the sub-brand "Ant Technology - ANT DIGITAL" of Ant Group. The design works meet the following requirements. 1.Embody a futuristic sense for the technology industry. 2.Convey the brand concept of "gathering small forces to achieve significant change." 3. Good scalability and application extension on digital platforms. It has garnered significant attention for the brand communication of the company.
Tags
Technology, light, future, dynamic, infinite
Design Challenge
The visual system design of Ant Technology has been implemented in more than thirty aspects, including office media, outdoor advertising, spatial orientation, brand gifts, and digital applications. It showcases the excellent extension possibilities of the brand's visual identity across various mediums.
Project Duration
The project started its design phase in July 2022 and was completed in December 2022. It was officially launched in February 2023.
Operation Flow
The design of the brand's visual graphics, based on the concept of refraction of light, also showcases its versatile application. The graphic variations across different mediums are well presented. For example, in print media of different sizes, the graphic can be freely and coherently adjusted according to the specifications. In dynamic media, both color and shape can undergo vivid transformations.
Research
Moreover, the design based on the concept of refraction of light also exhibits a great potential for graphic series extension. In the extended design of the visual system, various refractive shapes of light are organically developed. The blue gradient "digital light refraction" graphic has achieved favorable application effects in print media, spatial displays, and corporate gifts. For instance, the creative brand commemorative gift is formed by extending the "refraction of light" in three-dimensional space to create the letters A and D.
Inspiration
Many small and micro businesses face the challenge of digital transformation in the new media environment. This design takes "a beam of light refracting infinite light" as its creative starting point. Under the help of Ant Technology's digital support, micro businesses as individual light spots that, are interconnected to unlock unlimited possibilities. The logo is constructed using the basic shapes of light diffusing and refracting in space, forming the initials "A" and "D" for ANT DIGITAL.
Project Overview
Ant Digital Brand Identity has been a Silver winner in the Graphics, Illustration and Visual Communication Design award category in the year 2023 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 Kan Zhao.
Silver Recognition
Kan Zhao was recognized with the coveted Silver A' Design Award in 2024, a testament to excellence of their work Ant Digital Brand Identity.
Kan Zhao Newsroom
Find inspiration and award-winning creativity within the Kan Zhao Newsroom.
