橙石｜用视觉符号阐述防伪科技品牌的核心价值

橙石创立于美国硅谷，是以高新防伪技术为核心的科技创新品牌，橙石希望在中国树立全新的品牌定位及视觉形象，品牌将通过其专利的防伪技术整合区块链，构建其专属的线上购物平台，同时以防伪鉴定的参与形成具有社交属性的品牌生态圈，向年轻人宣扬正面和积极的社会价值。设计的创意来源于对品牌属性的洞察，即品牌自身的鉴别真伪的核心特质，即拥有区分鉴别在同一属性下又截然不同的事物的能力。设计将这样的特质表达成了可阅读的视觉语言，即圆和方，同是作为简单而纯粹的几何图形，然而却又是完全不同的个体形态，正如过品牌区别真实和伪造一样。通过这样的洞察和表达，设计挖掘了品牌独特的内涵与价值，即将不同属性的事物和观点区分与汇聚；同时通过趣味而创新的视觉表达打破了传统科技品牌冰冷而无趣的形象。

Through simple, yet compelling symbol to speak the brand’s core, bringing more fun and dynamic to the high-tech brand.

Techrock is a young and innovative brand from the Silicon Valley in the U.S. that has high-tech anti-counterfeiting technology as its core. It wants to establish a new brand position and visual image in China. The brand aims to build a new online shopping platform in unison with its anti-counterfeiting technology, with the participation of anti-counterfeiting identification, to form a brand community that will promote positive social values for the young generation.

The concept of design was inspired by the brand's core attribute, which is seeking the qualities that differentiate things of the same nature, just like Techrock’s foundation value—distinguishing authenticity from counterfeiting. The design translated this concept with a simple visual language—a circle and a square; both are simple geometric shapes, that are associated with each other, but also completely different, just like the true and the false. Through this unique visual language, the design explored the values of the brand—distinguishing different perspectives of a same topic, this interesting and innovative visual expression broke the traditional image of high-tech brands, gave Techrock a distinctive visual identity.