Jin Shin Fa Branding Design｜金興發生活百貨品牌識別設計提案
此識別設計為提案稿
品牌概況｜Overview
金興發生活百貨創立迄今一直以優惠的價格與良好的商品品質，在顧客、夥伴及公司間建立起完全信任的互動關係。在創立三十一週年時，希望透過全新的識別設計，一改過往傳統不鮮明、記憶感薄弱的困境，並打造適用線上載體及體現品牌價值的獨特形象。
Since its founding, Jin Xing Fa has been building up an interactive relationship of complete trust among customers, partners and the company by offering good prices and quality products. In 31st anniversary year, we hope to change the traditional dilemma of unclear and weak memory through a new identity design, and to create a unique image that is suitable for online carriers and embodies the brand value.
挑戰｜Challenge
隨著服務與產品面向增大、受眾逐漸多樣，金興發的品牌形象卻也面臨缺乏設計連貫性、延伸系統不敷使用的狀況。內部團隊也反應品牌形象不鮮明、品牌風格老舊、識別應用不易等問題，需要透過新的識別符合未來的商業策略形象。
As the service and product offerings grew and the audience became more diverse, Jin Shin Fa's brand image faced a lack of design coherence and an inadequate extension system. The internal team also responded that the brand image was not clear, the brand style was old, and the identification was not easy to apply, so a new identity was needed to meet the future business strategy image.
策略｜Strategy
經過內外部訪談與問題彙整後，決定品牌策略側重於「精萃品牌價值、彰顯特色識別形象」，並且透過系統化與延展性的設計規劃改善品牌應用的問題。另外，為了配合未來電商業務的使用，特地針對線上平台作出相關規範。
After internal and external interviews and problem solving, it was decided that the brand strategy would focus on "extracting brand values and highlighting distinctive identity", and that the brand application would be improved through systematic and extended design planning. In addition, in order to meet the future use of e-commerce business, we have made special regulations for online platforms.
品牌價值｜Core Value
經由訪談後的關鍵字梳理後，我們發現「家」的意象與金興發的價值是緊密結合的。透過家來發展不同的可能性，我們提出「Open Life，發現生活的美好」，象徵尋找未來生活的可能。
After sorting out the keywords, we found that the concept of "home" is closely linked with the value of Jin shin Fa. Developing different possibilities through the concept of home, we propose "Open Life, discover the beauty of life" to symbolize the possibility of finding future life.
標誌設計｜Symbol
標誌設計以「家居」、「開門」、「加號 Plus」為視覺關鍵字，期望將開門的意象作為未來更好生活的連接，並且透過「加號」也象徵生活加值。標準字造型上以現代簡潔的黑體為主，營造出中性、簡潔、質感、年輕的調性。
The logo design uses "Home", "Open Door" and "Plus" as visual keywords, hoping to use the image of open door as a connection to a better life in the future. Also, the "Plus" symbolizes the value of life. The standard characters are mainly in a modern and simple black font, creating a neutral, simple, textured and young tone.
色彩系統｜Color System
色彩系統一改從前粉色系的使用，改以質感雅緻的金色作為主要色調，並輔以灰色作為輔助色。給予品牌中性質感的調性，讓受眾透過金色一同感受生活、品味生活。
The color system has changed from the previous use of pink to the use of elegant gold as the main color, and complemented by gray as a secondary color. It gives the brand a neutral tone and allows the audience to feel life and taste life together through gold.
延伸識別系統｜Graphic Elements
識別系統除了輔助圖形之外，也因應電商平台使用，模擬出App Icon、進入畫面與廣告Banner的應用。希望透過延伸識別系統的使用，改善設計連貫性的問題。
In addition to graphic elements , the corporate identity system also simulates the application of Application Icon, login screen and advertising banner for e-commerce platforms. We hope to improve the design coherence by extending the use of the recognition system.
