The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Design

GDC Award 30 Years

Agency LiaoDesign / ShenZhen

Client GDC Award


Brand Identity / System

Annual ID


About the Work

This project was designed for the celebration of GDC Award 30 Years. Founded in 1992, GDC Award has become a top design award among Chinese designers in 30 years. The logo consists the award name, “GDC”, and its projection shadow in a shape of “30”. In Chinese context, the Chinese character “Ying” has dual meanings, one is “shadow”, another is “influence”. Therefore, the logo’s elements not only highlights the extraordinary journey of GDC Award in the past 30 years, also echoes the slogan of GDC Award “Design for China’s Future”. The main image of the project was delivered by still object photography, a unique language that expressed the creation of “Ying” in a richer and more vivid way, and presented a classic style. Meanwhile, we explored different interpretations of the logo in varied materials and forms by designing exhibition installations, badges, ceramic mugs, invitation letters and other materials. We also curated a special unit activity of “30 Years, 30 Designers, 30 Letters". It invited 30 designers who are closely associated with GDC Award and distributed customized materials to them. Each invited guest shall hand write a letter telling his or her story with GDC Award.

2023 Awards

Total Points: 3



Client / Brand

LiaoDesign / Shenzhen

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