卓悦中心
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项目名称 Project:卓悦中心 One Avenue

客户 Client : 卓悦中心 One Avenue

创作年份 Year : 2019

 

 

项目创作背景

Project Background

 

卓悦中心位于深圳福田中央商务区,作为深圳精神的归属地,这里融合了本地和国际、商业和游乐、文化和时尚、生活和大众,凝聚成为城市生活的时尚中心,重塑经典闹市街区形象,为人们带来独特的全新体验,提供一段探寻时尚、艺术和文化的旅程。

 

One Avenue is located in the Central Bussiness District in Futian, a core and highly developed area in Shenzhen. One avenue give consideration of local and international culture, therefore the content includes commercial, recreational, fashion and public life. The branding of this block refresh the image of the region in Futian, providing unique life-style for people to explore.

 

 

项目问题与解决方式

Problem Statement and Project Solution

 

品牌希望让深圳走向世界,同时将世界带入深圳,打造一个引人入胜的环境。

品牌形象设计将丰富多元的商业生态,融入到元素与色彩的表达,塑造具有国际视野,同时又特色鲜明的商业品牌形象。

 

One Avenue aimed to lighten Shenzhen to get reached to the world and bring international experience back at the same time. The color and design elements present a diverse business environment with strong personality and international vision.

 

 

创作过程 & 结果呈现

Creation Process & Result

 

品牌标志核心元素为“圆”,引申为“中心点”、“场域中央地带”的概念,九个悦动的圆,对品牌英文名One Avenue进行镂刻,代表多个时尚中心点汇聚成城市中心的一条时尚大道,散发都市体验的浪漫情调和城市中心商业的蓬勃生机。

 

The core element of the logo is a “circle”, and the concept can be extended from a “circle” to the “Central point”and “Central district”. There are 9 joyful and dynamic circle engraves on the brand logo ”One Avenue ”, it is not only representing a fashion avenue but also a vigorous image of Shenzhen’s urban center.

 

 

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"?

 

为深圳CBD的大型商业项目——卓悦中心塑造品牌形象,更多的是希望通过好的商业品牌的塑造,探索城市特色,为城市去寻求令人产生亲近感、归属感的“文化认同”,让它成为能够代表城市精神、湾区面貌的项目。

 

The key point to build up a branding system for One Avenue is to explore elements in our city, Shenzhen, it is crutial for this project to search for the cultural identification for the public and the city which can represents the spirit of the Grand Bay Area.