Atb

Brand Identity for Shenzhen Chushan Design Culture Group Co., Ltd.

The brand name Atb, representing All The Best, draws inspiration from a gorilla for its logo. To evoke feelings of safety and technology, the concept merges the gorilla with futuristic elements, creating a dual attribute gorilla totem. Addressing packaging needs across three categories: high end, trendy, and regular. The design incorporates a gorilla troop concept as visual anchors. These serve to maintain a consistent brand tone while introducing distinct stylistic attributes for each product category. The brand is committed to conveying concepts of safety, reliability, and cutting-edge.

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Atb by Menghao Zeng

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Brand Identity by Menghao Zeng

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Menghao Zeng Atb

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Menghao Zeng Brand Identity

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Shenzhen Chushan Design Culture Group Co Ltd Brand Logo

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Unique Properties

The brand logo showcases a majestic gorilla figure with a facial "T" shape, capturing both the distinct facial features of a gorilla and symbolizing the first letter of the word "technology." This amalgamation forms the emblem of the leading "Gorilla KingIP," integrating futuristic technology and space elements to resonate with the brand's tech attributes and facilitate brand expansion and collaborations.

Tags

Brand design, logo design, brand identity, fashion brand, geometric art, IP

Production Technology

Starting from the values of emotion and functionality, the minimalist gorilla logo is the core identifying element and the spirit of the brand. The design draws strength from the interesting and dynamic vitality of the brand logo, incorporating the creative concept of dual gorillas. It can express different states through changes in expression and is adaptable across various media.

Design Challenge

The challenge lies in incorporating the brand's cultural DNA, reinforcing a unique international visual experience, and enhancing communication between the brand and users to convey its values. As a designer, your task is to bring this brand identity to life, creating a visual representation that resonates with the brand's essence and effectively communicates its values to a global audience.

Project Duration

The project commenced in June 2023 in Shenzhen and was successfully completed in December

Operation Flow

By personalizing the application of the brand logo in different scenarios, consumers can experience diverse and visually engaging encounters, perceiving the logo's intriguing and dynamic vitality.

Research

ATB is a specialized manufacturer of screen protectors, tempered glass, and protective cases, known for its sleek and reliable product designs with cutting-edge technology. To ensure high-quality and eco-friendly products, all items undergo meticulous design processes, providing consumers with peace of mind. Hence, establishing a minimalistic brand emblem that combines safety and technology is crucial.

Inspiration

Starting from the core needs of consumers when choosing a brand, we have crafted a brand symbol that embodies both "safety" and "technological sophistication." The symbol features the robust profile of a gorilla, symbolizing security, seamlessly integrated with the futuristic element of outer space. The fusion of the gorilla's facial contours with the letter "T" forms a minimalistic and geometric foundation, ultimately creating a sleek visual representation of safety and technology.

Image Credits

Chushan Design

Project Overview

Atb Brand Identity has been a Bronze winner in the Graphics, Illustration and Visual Communication Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

Bronze Recognition

Menghao Zeng was recognized with the coveted Bronze A' Design Award in 2024, a testament to excellence of their work Atb Brand Identity.

Menghao Zeng Newsroom

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