高夫品牌升级

高夫创立于1992年，是中国最早的男士护肤品牌之一。三十三年来，品牌始终陪伴中国男性成长，并在时代更迭中保持鲜活影响力。此次焕新，以“守护每一面名场面”为核心命题，探索更具当代感的视觉体系。 设计中引入“网格”作为视觉母题，每一格象征一个“面”，隐喻男性在职场、社交、运动等多元场景中的角色切换。色彩体系以蓝色谱系为核心：深蓝传递专业与活力，藏蓝强调力量与权威，浅蓝营造清新亲和，亮蓝赋予年轻与科技感。 通过网格的秩序与蓝色的层次递进，高夫构建出简洁而多义的视觉语言，让“守护每一面”的品牌主张直观呈现，并为品牌注入更自信从容的能量。

Founded in 1992, GF is one of the earliest men’s skincare brands in China. For 33 years, the brand has accompanied Chinese men through their growth, maintaining a dynamic influence across changing times.

In this brand refresh, the core proposition “Guarding Every Defining Moment” shapes a more contemporary visual system. The design introduces the “grid” as a central motif, with each square symbolizing a “facet,” metaphorically representing the multiple roles men take on in work, social, and sports settings.

The color system centers on shades of blue: deep blue conveys professionalism and vitality, navy emphasizes strength and authority, light blue creates freshness and approachability, while bright blue embodies youth and a sense of technology.

Through the order of the grid and the layered progression of blues, GF establishes a visual language that is both simple and multi-dimensional, making the brand statement “Guarding Every Facet” tangible, and infusing the brand with greater confidence and composure.