品牌的构建似是一趟远航之行，初心是罗盘，到处重重迷雾，只能不断向前走。而不同的品牌有着全然不同的身体结构与内在系统，产品是品牌强健结实的骨骼，价值输出被比拟为血肉与肌理，透象此时该寻找到属于它的呼吸方式，如何以一套得之手而应如心的视觉形象系统，给予品牌一个标准答案，是我们此次的课题。
聚焦问题毫无疑问成为品牌视觉线索。我们提炼出聚焦线作为基因。剥离了品牌所可触达的其他元素，不管是成分插图抑或是华丽色相、直到只剩下必需品，以此来印证产品的重要性和专一性，同时呈现给受众更多想象空间。
但视觉亦表达了属于品牌的通透美学，在理性中传递轻量的呼吸感。我们所创造出具有发展性和灵活性的视觉语言，版式上突出了独特的结构基础，而不仅仅是简单地表达线性。同时期望在品牌继续沿用时它容易被理解、实施和格式化。
The construction of the brand seems to be a voyage, the original mind is a compass, heavy fog everywhere, can only continue to go forward. And different brands have different body structure and internal system, the product is brand strong strong bones, the output value is analogous to flesh and skin texture, appearing as the looking for at this time to belong to its breath way, how to do a hand and should be as the heart of visual image system, give the brand a standard answer, is we the project.
The focus problem undoubtedly becomes the visual clue of the brand. We extracted the focus line as the gene. Other elements accessible to the brand are stripped, no matter the composition illustrations or gorgeous colors, until only the necessities are left, in order to confirm the importance and specificity of the product, while presenting more imagination space to the audience.
But the vision also expresses the transparent aesthetics of the brand, conveying the sense of light breathing in rationality. We have created a visual language that is developmental and flexible, highlighting unique structural foundations in typography rather than simply expressing linearity. It is also expected to be easy to understand, implement and format as the brand continues to be used.
CLIEN_透象 | Touxiang
PROJECT LOCATION_中国*上海 | Shanghai*China
CREATIVE TEAM _ 悟形VDG | Shanghai Version Design Group
CREATIVE DIRETOR_ 贺志华 / 邹腾显 | Zhihua He / Tengxian Zou
BRAND DIRETOR_ 杨丽妤 | Liyu Yang
DESIGER_贺志华 / 金洋 | Zhihua He / Young
3D DESIGER_金洋 | Young
www.version-sh.cn
