Paradise / 天堂伞Homepage recommendation
1年前Publish
上海 | 设计爱好者
天堂伞是有着30多年历史的中国老牌雨伞品牌。悠久的历史赋予了品牌传统且独特的文化属性。然而面对当下年轻及当代的主流市场,传统且略显陈旧的形象让天堂伞品牌显得格格不入。品牌希望通过全新的定位及视觉策划,在传承和发展品牌精髓的同时,呈现更为年轻,更符合当代文化的品牌新形象。
设计的核心在于继承和创新,保留了天堂伞一直以来具有的文字标识的主体,明确品牌的核心识别。在过去的品牌视觉传达中,品牌始终以文字呈现,缺乏视觉表达的多样性。在线上及媒体快速发展的今天,仅文字的表达让品牌传播受到很大限制。在全新的标识中, 设计一方面更新了较为陈旧的书法字体,呈现了更为当代,并符合天堂伞文化特质的字体,同时,在字形中为品牌提炼出了一个完美匹配其内涵并创新独特的识别符号—- 犹如被撑起的伞面一样的半弧形,以此象征了品牌文化的属性,对于产品及工艺的专注,以及对于用户和生活的拥护。
在品牌视觉延展中,设计针对不同应用媒介匹配了丰富而多变的演绎语言,不断强化品牌全新的视觉符号的同时,通过整体的形象塑造,为天堂伞品牌构建了一个年轻当代,完整统一且内外兼修的时代新形象。

Rebranding for the top Chinese umbrella brand, which has over 30 years of history.The long history has endowed the brand with some traditional and unique cultural attributes. However, the traditional and slightly outdated image demonstrated by the brand of Paradise Umbrella seems incompatible with the current youth-oriented and contemporary mainstream market. Now, the brand intends to present a new brand image that is more youth-friendly and better fits the contemporary culture through new positioning and visual planning, without compromising the essence of the brand.The design, with its core elements reflected in inheritance and innovation, retains the main body of the text logo to underline the essential identity of the brand. In the past brand visual communication, the brand has always been showcased in words, lacking diversity in visual expressions.
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Creative time2021/05/06
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