数字人名币E-CNY品牌全案文创周边形象定位策划设计-上海因心

本次数字人民币 e‑CNY 文创视觉，以人民币符号 ¥ 结合 IP 形象「圆圆」为主体。强调线条柔和饱满，弱化硬朗棱角，传递普惠亲和、安全可靠的金融气质。色彩选用沉稳的主色调搭配简约辅助色，兼顾官方严谨感与文创年轻化活力。造型保留符号辨识度，通过扁平化、极简圆润的形态适配徽章、挂件、礼盒等多元周边应用。视觉语言平衡国家级数字货币的庄重属性与文创产品的趣味质感，打破金融产品的距离感，让 e‑CNY 以可爱亲民的 IP 形态走进大众日常，传递便捷、安全、创新的数字支付价值，打造兼具纪念意义与收藏属性的数字人民币文创品牌视觉。

The brand visual for e‑CNY cultural and creative products centers on the IP character “Yuanyuan”, a rounded version of the RMB currency symbol ¥. Soft and plump curves replace sharp edges to deliver an approachable, secure and trustworthy financial impression. The colour palette combines steady primary tones with fresh accent colours, balancing official solemnity and youthful vitality for creative merchandise. Maintaining high recognizability of the currency sign, this minimalist rounded design adapts well to badges, keychains, gift boxes and other derivatives. The visual system bridges the dignity of the official digital currency with playful cultural‑creative aesthetics. It shortens the distance between digital finance and the public, conveying the values of convenience, security and innovation, and builds a memorable, collectible brand identity for e‑CNY souvenirs.