远道 · YONDER
LOGO / 标识

标识在品牌视觉形象中最重要的能力,是形成易于传播的文化符号。
在当代品牌设计的趋势中,标识设计越来越趋向于简洁,其中的主要考量,便是越简洁的标识,形成文化符号的成本越小,也通常会更易于传播。

在「远道」的品牌设计中,我们将品牌名的主要意象——道路,抽象为像这样的双实线图形。
仅仅由两个矩形组成的标识,看起来像是对设计行业惯例和规范的挑衅。
是的,我们喜爱创新,但创新并不是我们的最终目的。我们更相信这一图形能够给人以印记,相信它具有足够的传播力。
在后续的其它衍生品设计中,它也会为后来的实验者留下更广阔的视觉设计空间。

The essential functionality of a brand logo is to form up an easy-to-spread cultural symbol.
Notice the trend in contemporary brandings. You'll find that the logos - they tend to be more simple. A simpler logo usually means lower cost in forming such cultural symbols, hence the better communicability.

When designing an identity for Yonder, we abstracted the main figure in the Chinese brand name "远道" (literally "Distant roads") to a double solid line.
A logo consists of only two rectangles. That sounds like a provocation to the traditions of the design industry.
Yes. We like to provoke traditions. But creativity wasn't the only goal. We believe that this figure would leave impressions to people in depth, and we believe in its communicability.
It will also leave more possibilities for visual experimenting in future works.
TYPEFACE / 字体
PALETTE / 色彩

金色应当仅应用于有限的地方。
当旅行本身足够多彩,品牌便不需过多颜色。

Gold should be applied only to limited elements.
When travelling itself is colourful enough, we don't need too much brand colours.
BRANCHES / 子品牌

在子品牌的设计中,暂采用较为保守的方案:
以 「远道」中文标识为启,后跟更轻字重的子品牌名。子品牌名使用思源黑体 - 主分支字形标准 - Light 字重。
子品牌中使用既定字形,而不再单独设计,亦可方便日后子品牌更替、扩展时,控制相应设计成本。

A much more orthodox approach was chosen for the sub-brands.
A medium to bold weighted word followed by a lighter one.
The typeface differs for Chinese characters and remains the same for the Latin part.
本作品采用 CreativeCommons 共享署名-禁止演绎 4.0 国际许可协议(CC BY-ND 4.0)进行许可。如有版权事宜,请联系作者。
This work is licensed under a Creative Commons Attribution - NoDerivatives 4.0 International License. Please contact the author if there are any copyright issues.
© Tzingtao Chow 2017  |  www.tzingtao.com
远道 · YONDER
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远道 · YONDER

Branding identity for a bespoke travel agency in Shanghai
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