乐道｜为蔚来新品牌赋能品牌视觉体系

“ONVO乐道”是由蔚来推出的新智能电动车品牌，面向主流家庭市场。英文名ONVO代表"On Voyage"。中文名“乐道”则有“阖家欢乐，持家有道”的含义。这体现了品牌的愿景，一家人在一起的每条道路都是乐道。

在ONVO推出的前几个月，我们与他们的团队密切合作，协助他们打造一个更强大、一致和统一的品牌形象。

我们的工作主要是平衡品牌视觉在多个触点上的灵活性和一致性。我们优化了图形标志和文字标志，并完善出一套完整的视觉体系，兼顾线上及线下的应用。我们还为国内和国际市场量身定制了使用规范，确保品牌体验的一致性。

ONVO is a new smart EV brand launched by NIO, targeting the mainstream family market. ONVO stands for "On Voyage," and the meaning of its Chinese name ("Le Dao") is "Path to Happiness." This represents the brand vision of creating "happiness on every path we travel with family."

In the months before ONVO's launch, we worked closely with their team to help create a more powerful, consistent, and unified brand identity.

Our work involved developing and optimizing the design system across many touch points, balancing flexibility and consistency.

Our work included refining their brand mark and word mark, developing a key visual system, and applying the brand language at digital and physical touch points. We also developed a comprehensive set of guidelines tailored for both the Chinese and International markets, ensuring a consistent brand experience.