蔚蓝置地品牌识别系统设计
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项目名称 Project Name:蔚蓝置地品牌识别系统设计 Weland Visual Identity

客户 Client:蔚蓝置地 Weland

创作年份 Year:2020

作品尺寸 Size:A4

创意总监 Creative Director:王江涛 Jiangtao Wang

艺术指导 Art Director:王江涛 Jiangtao Wang

设计师 Designer:王江涛 Jiangtao Wang

文案 Copywriter:王江涛 Jiangtao Wang

 

 

项目创作背景

Project Background

 

此项目对原品牌“蔚蓝置业”进行视觉形象更新,新品牌“蔚蓝置地”提供专业城市更新服务,并提倡以人为本、尊重土地和尊重本土文化的企业精神。品牌核心理念为“专业”、“专筑”、“专情”、“专心”。设计核心在于提升品牌国际化形象与其对丰富项目的包容性。

 

This is an visual identity updating project that follow its old business value, which are respecting the people, the land and local culture. The core idea of the brand is “professional”, “architecture”, “emotion”and “focus”. The idea of the design aim to improve its international image and to embrace more possibilities.

 

 

项目问题与解决方式

Problem Statement and Project Solution

 

此项目对象旧品牌形象缺乏包容度,不具备国际化的视觉应用体系,在标志设计上我们巧妙分开“We”和“Land”,分别突出人文与地平线的创作理念,同时在辅助图形的运用上,通过无限延长的横线突出品牌的包容度与国际视野。

 

The issue we were facing on the old visual system was the lack of imagination and international thinking. We seprate the name of the brand into two lines. “WE”is representing the people, and “Land”is sending the message of its business area and the respect to out motherland. In order to show the potential of the brand and how wide its business could reach, the supporting graphic was designed to use the line from the logo which can be extended base on its applied material.

 

 

创作过程 & 结果呈现

Creation Process & Result

 

针对此项目,在设计新的形象系统前,我们充分分析其品牌价值、品牌理念与国内外的VI体系趋势,用简约、大气的手法呈现最终效果。

 

For this project, we focus on the idea of “land”base on our initial research. We also analyse its branding value and core idea. The style of minimalism was used in the end to follow the current trend in design.

 

 

如何理解项目与“人文湾区 ∙ 温暖的设计”这一主题的关联性?

How does the project reflect the exhibition theme "Cultural Bay Area • Humanistic Design"?

 

此项目核心理念关注人文、城市生活规划与本土文化,着力于城市改在规划。项目标志设计中间带有暖色的横线代表无限延展的土地,如同充满无限可能的大湾区发展,社会、商业的发展离不开其人民与土地。

 

The brand in this project focus on local culture and city rebuilding. The logo of Weland brings a warm brown line which represents our endless land, as the uncountable possibility of development in the Greater Bay Area, which can not be divided from its prople and society.