凯乐石｜为中国硬核户外品牌重塑焕新

凯乐石是全球三大全系攀登品牌之一，2003年创立于中国广州，致力于推动中国攀登及探险运动的发展。面对日新月异的户外运动市场，凯乐石希望重新梳理品牌价值，并呈现更匹配且更具当代性的视觉新形象。 经过调研与团队的共创，梳理出了勇敢，热爱，专注这三个关键词，希望通过这样的价值塑造，能够更匹配且更完整的传达品牌同时能与用户实现内在的维系。

设计保留了凯乐石太阳的即有识别，摒弃了束缚的外框，并将原本随意的曲线规整化，呈现了具有力量感及识别性的图形符号，同时，我们以坚如磐石为概念，将标识的负形赋予了独特的造型，全新的内外兼具的图形设计一方面强化了品牌革新的价值：外轮廓的太阳延续了品牌对于用户一如既往的激发热情的意义；内部的磐石象征了品牌坚毅专注的内在精神。另一方面新增的图形具有丰富多元的延展性，为原有单一的品牌形象在无论平面，空间还是产品上都拓展了更具广度的延展与应用。

Kailas is one of the world's top three mountain climbing brands. Founded in Guangzhou, China in 2003, Kailas is committed to promoting the climbing and adventure sports in China. Facing the rapid growing of outdoor sports market, Kailas wants to repurpose its brand value and bring out a brand new visual image that is stronger and more clear. After research and co-creation with the team, the three keywords of bravery, passion, and focus have been sorted out. It is hoped that through such values, the brand can be more matched and more completely conveyed, and at the same time, it can achieve internal connection with the audience.