天籁：高端古筝品牌的当代标识｜品牌VI系统设计

Telai is a premium line brand under TIANYUN, a long-established guzheng manufacturer in Yangzhou. Drawing from the cultural association between "Crane's Call" and "Tianlai (heavenly voice)", we selected the image of the crane as the brand's symbolic emblem. Inspired by the traditional Chinese round crane motif, we imbued the logo with a sense of solemn elegance. At the same time, we constructed a simple and understated color scheme using large areas of deep blue and pure white to accentuate the logo's opulence, creating a distinctive and memorable focal point. After more than a year of meticulous preparation, the refined Telai guzheng, accompanied by a group of renowned performers, traveled to Europe and made a successful debut at the Vigado Concert Hall in Budapest.

天籁是扬州老牌古筝厂商天韵旗下的高端线品牌。在天韵主品牌升级的成功合作后，客户再次联系我们，为新设立的天籁策划品牌形象，帮助实现成为殿堂级古筝品牌的愿景。如何使一个传统文化品牌凸显现当代的高级质感？我们从“鹤鸣”到“天籁”的文化联想中，选取鹤的形象作为品牌的符号象征。取材传统刺绣中华贵的团鹤纹，赋予标识庄重的形式感。同时以大面积的深青与纯白构建简约低调的色彩体系，烘托标识的华丽感，形成聚焦的记忆点。在历时一年多的筹备之后，完成打磨的天籁古筝随一众演奏名家远赴欧洲，在布达佩斯 Vigado Concert Hall 成功亮相。

Client：天籁琴筝

Service：品牌定位／视觉识别系统设计／产品设计／艺术指导

Presented by CES 创造元素和系统