Joyoung
九阳
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Extract and reinforce the brand core, simplify and shape it into a brand image which is more refined, youthful, and easier to communicate.Joyoung has always been the pioneer of Chinese electrical appliance industry.
Its reliability helped maintaining its unshakable authority for over 30 years.
Nowadays, with the competitive marketing, business is in desperate need to rebrand, in order to accommodate with the younger generation, keep up with the latest trends, breath new life into the old-fashioned.The client’s request was to maintain the newly designed logo, use that as the foundation to build a bran-new visual system, therefore the brand style can be more refined to fit its modern image.
Nowadays, with the competitive marketing, business is in desperate need to rebrand, in order to accommodate with the younger generation, keep up with the latest trends, breath new life into the old-fashioned.The client’s request was to maintain the newly designed logo, use that as the foundation to build a bran-new visual system, therefore the brand style can be more refined to fit its modern image.
The name Joyoung is a made-up word, the brand name is always displayed with its Chinese name. Its length and ambiguity have always been a problem for the brand recognition. Therefore, how to simplify as well as bringing fresh new ideas on how to innovate the brand image is the biggest challenge for us. When the name Joyoung was created, it was because the founder’s name has the meaning of the sun. The symbolic visual expression of the sun has always been a part of Joyoung’s warm, caring and devoted brand image. During the process of rebranding, we were inspired by the middle letter “O”, visually it appeared to be like a rising sun, illustrated the brand’s language vividly. With the purpose of refining the brand to be more significant and more relevant to the brand history, as well as reestablishing a more modernized image to conform with the current culture. We extracted the essence, took it as the new starting point to expand, to simplify, to elevate. Eventually we were able to give Joyoung another life. Simpler, brighter and better.
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具有三十年历史的九阳，是中国家电品牌的先驱。如今，市场竞争激烈，品牌急需向年轻化转变，注入新时代的活力。设计的委托是在保留更新的logo的基础上赋予全新的品牌视觉体系，并展现更为简洁和当代的品牌形象。九阳的标识名JOYOUNG为自创词，较长且始终中英文同体，很大的影响了品牌传播及识别。如何化繁为简并实现创新是设计的挑战。九阳在最初命名时是以创始人的名“旭”为联想，赋予了太阳的意向，太阳也始终贴合品牌一直以来建立的温暖，阳光的形象。在JOYOUNG的文字中，我们观察到处在正中的字母O有着独特的视觉意象，正如一轮旭日像四周照耀，立于中心象征了整个品牌的图腾与精神。设计提取了logo中字母的O并将其塑造成品牌创新的原点，化简为宜，在揉杂繁复的形象中抽离了极简却又意义非凡的图形，并将一系列太阳的寓意赋予设计表达之中。建立了九阳年轻时尚同时又内涵深远的品牌当代形象。
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