China Sports Juncai is a professional sports betting operation institution jointly established by the China Sports Lottery Management Center and Hong Kong. Its business covers sports betting, instant lottery and digital gaming services. It is committed to providing fair, just and fun gaming experience to the majority of lottery players with standardized operations and international standards.
The four characters of the brand name "China Sports Juncai" accurately carry the dual genes of the joint venture - "China Sports" is directly related to the parent brand identity of China Sports Lottery. "Jun" means a galloping horse, which is not only a classic image of Hong Kong horse racing culture, but also symbolizes the rapid development of the business; "Cai" means lottery and excitement, clarifying the attributes of the gaming industry. Qingmei Future was commissioned to lead the brand identity design.
In view of the joint venture nature of China Sports Lottery, the design plan arcs the edges of the stiff five-pointed star in the China Sports Lottery LOGO to form the shape of the bauhinia, the city flower of Hong Kong, reflecting the structure of the China-Hong Kong joint venture. Compared with the flat structure of China Sports Lottery's LOGO, China Sports Juncai's LOGO uses a three-dimensional form, which is more in line with modern people's aesthetics. The plan should also highlight the industry attributes of gaming.
design concept
The logo takes "Star-Bauhinia Bloom" as its core concept and creatively combines the iconic five-pointed star in the China Sports Lottery logo with the bauhinia, the Hong Kong flower. The five-pointed star is the visual gene of China Sports Lottery, and the bauhinia flower is the city symbol of Hong Kong - the combination of star and flower accurately conveys the composition of the China-Hong Kong joint venture. Injecting the arc rhythm of redbud petals into the stiff geometric edges of the original five-pointed star, one symbol carries the cultural identities of both places at the same time.
Arc transformation from star shape to flower shape
The graphic is based on the five-pointed star in the China Sports Lottery logo. The five corners of the original five-pointed star extend outward with sharp straight edges, conveying the power and vigor of sports competition. The logo of Zhongti Juncai performs key arc processing on the edges of these five corners - the two straight edges of each star corner are replaced by soft convex arcs, transforming the originally sharp triangular star corners into a full and rounded petal shape.
The five arc-shaped star corners are like five blooming redbud petals - the redbud flower is exactly the five-petal flower shape, which naturally matches the number of the five corners of the five-pointed star, making the transformation of "star into flower" naturally established in geometric logic. The curvature of the petals is taken from the natural curvature of the real redbud petals - the outer edge is full and rounded, just like the petals in their most stretched position when in full bloom, and the petal roots are indented to form a concave arc separation between the petals, making the five petals both independently identifiable and integrated.
The subtlety of this arc treatment lies in the dual interpretation of "like a star or a flower" - from the perspective of the overall skeleton, the five-pointed radial structure retains the sense of power and directionality of the five-pointed star, conveying the brand gene of China Sports Lottery; from the edge details, the arc petal shape presents the softness and vitality of the bauhinia flower, conveying the cultural identity of Hong Kong. One graphic, two interpretations, accurately express the structure of the Sino-Hong Kong joint venture.
Modern upgrade from flat to three-dimensional
Compared with the flat structure of China Sports Lottery's LOGO, China Sports Juncai's logo is presented in a three-dimensional form, which is more in line with modern people's aesthetics. The creation of a three-dimensional sense is achieved through the following techniques:
Each petal presents a sense of volume with subtle light and dark gradients - the middle ridge of the petal is presented in the brightest highlight color, just like the light shining on the raised spine of the petal; the two sides of the middle ridge line naturally transition to darker tones, just like the real light and shadow of the petal's curved surface gradually weakening when it bends to both sides. The light and shadow directions of the five petals are unified to the upper left light source, forming a consistent three-dimensional spatial logic.
The front-to-back blocking relationship between adjacent petals presents a three-dimensional sense of stacking - some petals are slightly overlapped on adjacent petals, just like the petal layers of real flowers. Subtle shadows are used in the occlusion to enhance the sense of depth, making the entire flower appear to emerge three-dimensionally from the plane of the logo.
A subtle glossy texture can be applied to the surface of the petals, just like the highlights reflected by a drop of morning dew condensed on the petals - this detail gives the logo a jewel-like sense of sophistication, conveying the emotional associations of "luck, preciousness and sparkle" in the gaming industry. The overall three-dimensional effect is restrained and refined - not excessive 3D imitation, but using "2.5D" micro-stereoscopic techniques to achieve the best balance between modernity and recognition.
Demonstration of the attributes of the gaming industry
The five petals can be presented in different hue gradients, just like the five colorful sectors on the gaming carousel - red, gold, blue, green and purple, conveying the "colorful, exciting and full of possibilities" industry atmosphere of the gaming industry. The gathering point in the center of the petals is presented as a miniature sphere or point of light, like a colorful ball or the starting point of luck - all possibilities bloom from this center to five directions.
The overall composition is based on the multi-layered design logic of "star bone support shape, flower arc smooth edges, three-dimensional emergence, and colorful rotation" to construct "stars and flowers blooming together".
Font composition
The Chinese "China Sports Juncai" adopts modern sans-serif fonts with steady and powerful strokes. "China Sports" is directly related to the identity of the parent brand, the word "horse" next to the horse conveys the cultural genes of Hong Kong horse racing, and the word "cai" clearly defines the attributes of the gaming industry. The English "CHINA SPORTS JUNCAI" is arranged in standard uppercase sans serif font to ensure professional recognition in international cooperation and industry exchanges.
color system
The main color, Bauhinia Red #BD1A4E, represents the bright color of the Bauhinia flower and the warm atmosphere of the gaming industry. The red-purple color of Bauhinia is Hong Kong’s most recognizable urban color. Choosing this color directly declares the brand’s Hong Kong genes at a visual level. Auxiliary Sports Lottery Blue #0057A8 is used in the brand system for elements associated with the China Sports Lottery parent brand. Blue maintains a visual connection with the China Sports Lottery brand color system. Auxiliary lucky gold #D4A843 is used for high-end color types, grand prize celebrations and glory elements in the brand system. The golden color conveys "the light of winning" and "the hope of wealth". Auxiliary betting green #2E7D32 is used in sports betting product lines, and green is associated with sports lawns and stadiums. Auxiliary Vitality Purple #7B1FA2 is used for digital gambling products and youth communication. The five colors constitute a complete gaming color system, just like the colorful world of lottery tickets. Pure white #FFFFFF as standard base color.
Application extension
The logo can be widely used in the front door and in-store image of lottery sales outlets across the country; lottery ticket design, scratch card surface and lottery envelope; official website, mobile lottery purchase platform and social media image; sports event sponsorship, lottery charity activities and brand promotion image. At the door of the lottery sales outlet, the three-dimensional star flower logo is presented in a light box or acrylic three-dimensional characters. The five petals alternately change in different colors under the light, just like the eternally rotating wheel of fortune in the gambling world. During the live broadcast of the grand prize draw, the star flower logo appeared in a rotating three-dimensional animation. The five petals flipped and unfolded in sequence. Each petal flashed golden light when flipped. Finally, the five petals bloomed together to form a complete Bauhinia star flower, and a lucky light burst out from the central light point. The prize opening ceremony kicked off from the brand animation.
brand meaning
The logo contains three core images: Sino-HK Alliance - the fusion of the five-pointed star skeleton and bauhinia petals accurately conveys the corporate structure of the joint venture between China Sports Lottery and Hong Kong; Modern Aesthetics - the three-dimensional form breaks through the visual limitations of the China Sports Lottery's flat structure and enhances the brand's sense of the times with a design language that is more in line with modern aesthetics; Lottery Charm Excitement) - colorful petals and sparkling luster convey the colorful, exciting and possible industry attributes of the gaming industry. The overall design conveys the brand vision of "China and Hong Kong unite, luck blooms".
Improper Usage (Protection Specification)
Do not restore the arced petal edges to straight-pointed five-pointed stars; do not change the number or equal angles of the five petals; do not cancel the three-dimensional light and shadow effect to restore the logo to a pure plane; do not change the hue of the main color of bauhinia red; do not add decorative elements that are inconsistent with the style of the gaming industry; do not split the petals and use them alone; keep the white space ≥ 25% of the graphic diameter; the minimum display width shall not be less than 25mm.
design results
After the release of the logo, China Sports Juncai's brand recognition and market awareness in the sports betting field have been significantly improved. "Stars and Flowers Bloom Together" accurately conveys the attributes of a Sino-Hong Kong joint venture with the arc transformation from a five-pointed star to a bauhinia flower, refreshes the industry's aesthetic standards with a three-dimensional modern form, and highlights the charm of the gaming industry with a colorful color system. It has become the core identification symbol of the brand system, showing the brand vision of "China and Hong Kong unite, and luck blooms".