The Big Family
現在不止民間企業需要好的品牌識別及品牌再造，有越來越多的城市及國家很重視識別形象。think™認為社會的美感來自於政府重視設計的程度，因此我們相當珍惜這次與台北市動保處合作的機會，希望能成為提升社會美感的一份力量。成功的識別定位與形象將對組織對外帶來良好的溝通與成效，極力在全球化脫穎而出的台灣政府，如何在形象識別上突破呢？
Now, not only private companies need good brand identities and brand recycling, more and more cities and countries value their own images. think™ believes that a nation's aesthetic abilities are affected by the government's emphasis on design, so we really cherished the opportunity to work with APO, and hoped we could contribute in enhancing beauty in our society. Proper positioning and a good image can benefit organizations in their communication; how can Taiwan's government have breakthroughs in its image?
此次在品牌定位上，我們以「親民友善的動物保護官方組織」為出發，設計方向應為親民友好，動物與人皆為一個"big family"的概念來延伸視覺，讓充滿歡樂、正面與趣味的能量做為品牌基調。我們檢視當代的各國動物保護或官方組織，發現多數具代表性之單位其設計風格已跳脫傳統公家單位的制式規範，而能與企業識別相接軌。大膽用色但不失親切的調性出發，再運用「Flat Design 扁平化設計」趨勢，是兩大重點。因此我們採用代表活力與熱情的“橘色”以及"極細"的扁平化設計來延伸視覺。屏棄以往政府單位慣用的漸層、陰影、多影像重疊等設計元素，大膽地為APO找到新的視覺方向。
In terms of brand positioning, we started with the "Friendly Animal Protection Organization" and our design was based on the concepts of friendly people, and animals and people being in one "big family." The brand tone was joyful, positive, and fun. We looked through the images of many animal protection or government organizations and discovered most are designed in ways that no longer resemble traditional public divisions and are more like private businesses. We used bold colors, while still maintaining approachability, and the application of the "Flat Design" trend. "Orange" that represents energy and passion and "ultra-thin" flat designs were adopted visually. We gave up design elements such as gradients, shadows, or multiple overlapping images commonly used by government agencies in the past, and found a new visual direction for the Taipei Animal Protection Office (APO).
