Lotte Members Wins Grand Prize at the 2022 K-Design Awards
Alphabet 'L' Interlocking... Integrated Representation of L Point and L Pay
[Asia Economy Reporter Lim Chun-han] Lotte Members announced on the 25th that it won the grand prize in the Communication category at the ‘2022 K-Design Award’ for the integrated branding design of L.Point and L.Pay.
The K-Design Award is an international competition considered one of Asia’s top three design awards. This year, 1,903 designs were submitted from 24 countries worldwide. The judging panel included 25 designers from seven countries, including the United States, Japan, and Italy, led by Professor Na Geon from the Graduate School of International Design at Hongik University.
The design submitted by Lotte Members features a graphic motif landmark called L.AND Mark, which spatially expresses the letter ‘L’?a common element of the L.Point and L.Pay brand identities (BI)?intersecting to represent a region where benefits from both services can be enjoyed. It was positively evaluated for moving away from formal complexity to a concrete idea with excellent creativity and potential for expansion into various fields.
This design has been applied across both online and offline advertisements, from outdoor ads in the underground plaza of Jamsil Lotte World Tower and around Jongno, to in-store signage at partner stores such as Lotte Mart, Lotte Super, and Seven Eleven, as well as on the L.Point and L.Pay mobile applications and various promotional banners.
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A Lotte Members official stated, “Thanks to the hard work of our designers, a design was created that not only intuitively shows the integration of L.Point and L.Pay but also embodies our commitment to providing customers with a more interesting and diverse brand experience. Having been recognized at a prestigious international competition, we will actively utilize it in content created by us and over 220 partner companies moving forward.”
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