Ghee Hua Group of Companies’ Mascot Design
义华集团吉祥物设计
Illustration & Mascot Design
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The mascot is designed and introduced to establish
Ghee Hua Group of Companies’ brand identity which is associated with the core values; trustworthiness, credibility, accountability and spirit. This mascot will be used during major events, functions and campaigns to increase
brand recognition and establish the company's place in the public eye.
吉祥物是企业活动与消费者密切交流的恒久性亲善大使和宣传员,
被用来开发面向大众的吸引力。义华集团吉祥物可以在不同的市场使用，
并进一步提升品牌辨识度，扩大开放的机会。拟人化的吉祥物和造型
令人感到亲切可爱，个性鲜明，给人耳目一新的视觉感受，
并体现出了一个生动的企业形象，使年轻的一代印象深刻。
Mascot Design Rationale
Inspired by the founder, who is born in the year of the horse.
Horses were the primary mode of transportation in the past. They represent value, spirit and life. By using the horse, we can return to the
roots of our ancestors and remember their contribution as we
advance into this modern era of automated vehicles.
• 义华集团创版人生肖属马。
• 纵观历史，马是古代最重要的陆上交通工具。
拥有着豪放不羁、强健不息的气质特点。
• 交通工具随人类的发展流动为一种精神，
成就了源远流长的神韵，相得益彰。
Core Values 涵义（义马当先）
• trustworthiness • credibility • accountability • spirit
• 信实可靠 • 公信专业 • 忠于职守 • 活力旺盛
Here you can see the mascot design evolution from the concept
to the final mascot design in the Sketch Phase. The first column is Phase Sketch: Preview 1, each round of preview has 3 proposed sketches. I gave advice to client: he can swatch and combine the characteristics of each proposed designs. After Preview 2, I started to get his vision and the subsequent previews therefore executed designs with minor changes.
In Preview 4, the traits of each designs share similarities.
Mascot Design Process
After the client fills a brief with some key questions that helps me to understand the scope of the project, I create a precise sketch, then I make corrections (within reason) based on the client’s feedback, until we find the perfect mascot character. Once the concept is approved I proceed with the final rendering by Adobe Illustrator.
Mascot Design Variation
Here are some close-ups on the details:
Creating small variations of the mascot character is not time consuming and it reinforces the brand, If the client’s budget allows it, I create completely custom poses. In this case, my client requested several mascot design variations within a budget, I created different arm positions that are interchangeable. This way he got 4 for the price of 1.
Collateral Branding
Once the designs are finished I offer professional mockups to show the client how the design will look in the real world.
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