Design example sharing: Tencent image store Brand design

Tencent Image Store is an important window for the company's external image, where employees can buy dolls and gifts from various systems, as well as a illy coffee supply. This time we're going to help it build and manage brands, from name planning to packaging execution.

First, the results

1, Logo interpretation:
1 m word middle two door for two penguins hand in hand;
2 The middle two penguin size consistent, said "impression" (by folding, a penguin prints another penguin);
3 Colorful performance business diversification, and Penguin (QQ) is the main platform, through the performance of M (main);
4 "Tencent impression" 4 words use "Tencent Network" font, the introduction of the mother brand elements;
5 The shape of the outer frame for the word bubble, symbolic communication.

2, more application performance:

Among them, graphical slogan (communication + color = relaxation) Meaning:
1) communication. the outer frame of the word bubble represents the conversation;
2) color. color is a way to affect people's emotions, from the colorful logo to the indoor visual experience, changing the mood;
3) relax. change mood, relieve pressure, guide by communication, color change.

3. Special fonts:

Second, the process

1. Background

For poorly run projects, understanding the background is a process of consultation, in which the designer plays the role of Doctor. And the image Shop is a brand new project, I would like to put this action as a health plan recommended to the operators, as far as possible to help avoid future diseases.

and the market with similar functions of the brand shop is different, the image of the consumer group for internal staff and staff family friends, there is no competition. But not excluding the external chain, so the future chain management of the unified standard construction is also in the design to consider one of the factors.

Whenever the Spring Festival, mid-Autumn Festival, Shiqing, marriage and other festive days come, the company will prepare holiday gifts, such as moon cakes, notebooks, gift boxes, wedding dolls, and so on, usually in the hair of the day in OA to see a lot of buy information, want to buy additional gifts and friends. Image shop becomes a host of many gifts, in addition to this, there are gifts from each BU, small to mobile phone chain, up to half a meter doll, and so far the most high-end gift crystal penguins. Naturally, this has become a corporate culture, the host of many product brands and gathering place, similar to Uniqlo brand contract cooperation model. Therefore, the gift style, grade and so uneven makes us think how to pack a good carrier to avoid conflict with the main brand, and in turn help shape the brand image. In addition, how to manage all the brands and clearly distinguish the hierarchical relationship is one of the problems that we need to think about and solve.

In order to foil the atmosphere, increase visitors stay time to improve the store grade, special to add coffee elements, and selected the Italian Illy coffee. Illy Coffee uses the selected Arabiga Arabica coffee beans to deploy a unique mellow flavor, to individual packaging sales to hotels, restaurants, homes and offices. In Italy is a restaurant, restaurant and Bar Museum (HO. re.ca) and other industries used the first brand, Mr. Illy, founder of the world's first espresso automatic coffee machine Illetta creator. This is one of the brand resources we can use, how to make good use of this brand for the new image of the creation of value is also the question we want to think about.

2, divergence

In the beginning, Ben and I were in the boardroom. To relieve the work pressure as the main line of divergent thinking, and then to organize induction, clear primary and secondary, the impact of emotional elements: communication and color. This later became our slogan:communicate + color = relax.

Then I put the group of the tide male tide female pulls over, listens to everybody's opinion, what is most can let the person relax the scene and the element, everybody has the picture screenshot, does not have the picture the speech, has the sea, the feminine, the food, the money, the private space, the countryside, the music

3, do a experience association

Brand Association is the link between information node and brand node in memory, including the meaning of brand in the consumer's heart. This memory network node can represent a brand, a product or an attribute, link any two nodes that become the brand Association of the consumer's mind.

Sort out the sensations triggered in the experience, from sight, smell, hearing, touch, taste to body blur perception, and associate the best experience behavior of each feeling, and add a little creativity to the pursuit of the best relax combination scheme.

4. Name

Here are all the names we thought of at the time:

Among them, image stands out as the final solution. The name can better reflect the image shop "window", "image display" positioning, to avoid sales, emphasizing experience and feelings.

5, quickdesign*

Quickdesign refers to the act of quickly acting on a plan within a given time. This time using it to quickly out a set of programs, in the clear design direction to play a good role.

This scheme stipulates the font, the main recognition symbol, the universal mark, the graphical slogan, and emphasizes the unified visual experience.

6. Sketch Drawing

In the graphics and text two direction sketch drawing, output a batch of lines, the final determination of the text to design direction.

7. Try to design
This attempt is based on a clear direction, with more than enough confidence.

The same is true for the font, the main recognition symbol, plus some examples of applications, such as vouchers:

8. Impressionist works

We draw on the design of the impressionist * painting features, and "Tencent impression" echoes

[Impressionism]:"the impressionist painting uses the point to replace the traditional painting simple line and the surface, thus achieves the traditional painting cannot achieve the light description." Specifically, when we look at Impressionist paintings from afar, we see a lot of different colors of the messy points, but when we look at them from a distance, these points will be like the seven color of the same convergence, give people the feeling of light, to achieve unexpected effects. ”
The above information from Baidu Encyclopedia (http://baike.baidu.com/view/577.htm)

9. Another two programmes
From the beauty intern, Tao Zi (left) works ^_^

10, Furniture Purchase
In the brand design process we also participate in furniture purchase, hope to start from each node to create brand image.

Third, concluding remarks

The brand design of the road is relatively smooth, thanks to the early stage of data collection and clear direction of the measures, as well as the executive Department of the delegation of authority and support, so that the project to achieve greater freedom and to help achieve most of the ideas.

Brand management is a difficult process, is actually a beautiful story we weave for it. 10 years, 20 years later, it still has vitality and can give a surprise, at that time, it has represented an identity, attitude, culture, faith, spiritual support ...