杭州地铁品牌标识使用规范
Branding Guideline for Hangzhou Metro
杭州地铁是中国风景如画的城市杭州的快速交 通系统，是这个繁忙城市人口的重要交通支 柱。自 2012 年开通以来，杭州地铁一直在 迅速扩展，以满足这个历史悠久又现代化 城市的日益增长的需求。杭州地铁以其高 效、清洁和便利著称，连接了主要的区域、 旅游景点和商业中心，对于当地居民和 游客来说都是日常生活的重要部分。
杭州地铁简介
Hangzhou Metro, the rapid transit system in the picturesque city of Hangzhou, China, serves as a vital transportation backbone for the city's bustling population. Launched in 2012, it has been rapidly expanding to meet the growing needs of this historic yet modern city. Known for its efficiency, cleanliness, and convenience, Hangzhou Metro connects major districts, tourist attractions, and business centers, making it an essential part of daily life for both residents & visitors alike.
/ Hangzhou Metro
目录 / Content
关于我们 / Our Story 市场战略 / Marketing Strategy ····················· 3 诞生使命 / Our Mission ··························· 4 品牌个性 / Our Brand Personality ··················· 4 视觉效果 / Visual Identity 标志方案 / Logo Concept ························· 5 图标标识 / Icon · Symbol ························· 6 文字标志 / Wordmark ···························· 6 横版标志 / Logo Horizontal Lock-up ················· 6 竖版标志 / Logo Vertical Lock-up ··················· 6 反转标志 / Reversed Logo ························ 7 反转文字 / Reversed Wordmark ···················· 7 反转标识 / Reversed Symbol ······················ 7 IG 头像 / Instagram Avatar ························ 8 脸书头像 / Facebook Avatar ······················· 8 微信头像 / WeChat Avatar ························ 8 网页图标 / Favicon ······························ 8
色彩使用 / Use of Color 红绿蓝色 / RGB ································ 11 十六进制 / HEX ································ 11 印刷四色 / CMYK ······························· 11 潘通色 / Pantone ······························· 12 调色板 / Color Palette ··························· 12 周边产品 / Swag & Merch 宣传海报 / Promotional Poster ···················· 13 环保袋 / Tote Bag ······························ 14 保温杯 / Thermos ······························ 14 名片 / Business Card ···························· 14 地铁卡 / Metro Card ···························· 14 T 恤衫 / T-Shirt ································ 14 帽子 / Cap ···································· 14
字体使用 / Use of Typography 中文标题 / Chinese Title ························· 10 英文标题 / English Title ·························· 10 品牌宣言 / Slogan ······························ 10 中文正文 / Chinese Body ························ 10 英文正文 / English Body ························· 10
目录 / Content · 2
目标受众 / Target Audience 本地居民日常通勤 ; 游客探索杭州的文化和景观 ; 商 务旅行者和会展参与者。/ Local residents for daily commuting; Tourists exploring Hangzhou’s cultural and scenic spots; Business travelers and visitors to expos/conferences.
核心信息 / Key Messages
数字平台：利用好社交媒体、网站和应用程序提供实时 更新和旅游指南，让城市更灵动。合作伙伴关系：与酒店、 旅游景点和当地企业合作提供套餐交易或折扣，实行 TOD 策略。户外广告：在主要旅游区和重要交通节点设 置广告牌和海报，鼓励群众使用地铁作为首要交通选择。 / Digital Platforms: Use social media, websites, and apps to provide real-time updates and tourist guides. Collaborations: Partner with hotels, tourist attractions, and local businesses for package deals or discounts. Outdoor Advertising: Billboards and posters in key tourist areas and major junctions.
促销活动 / Promotional Activities 文化活动：在主要地铁站举办展示杭州遗产的活动。 环保倡议：推广绿色出行计划，以符合环保意识。/ Cultural Events: Organize events that showcase Hangzhou's heritage at major metro stations. Eco-Friendly Initiatives: Promote green travel initiatives to align with environmental consciousness.
3 · 关于我们 / Our Story
/ Marketing Strategy
营销渠道 / Marketing Channels
"Explore our comprehensive marketing strategy designed for Hangzhou Metro, aiming to enhance its service appeal to locals, tourists, & business travelers. Our approach focuses on promoting efficiency, accessibility, & a comfortable travel experience through targeted communication channels & engaging promotional activities."
市场战略布局
坚持三个强调：强调效率，强调杭州地铁的速度和准时 性；强调可达性，着重其广泛网络，通过多条地铁干线， 连接杭州的主要景点和商业区；强调舒适与安全，关 注干净、现代和安全的旅行环境。/ Highlight the speed and punctuality of Hangzhou Metro; Emphasize the extensive network connecting major attractions and business districts; Focus on the clean, modern, and safe travel environment.
“探索我们为杭州地铁设计的综合营销策略， 旨在提升其对当地居民、游客和商务旅行者 的服务吸引力。我们的策略重点是通过针对 性的沟通渠道和引人入胜的促销活动，推 广其效率、可达性和舒适的旅行体验。”
关于我们 / Our Story
/ Personality
"Discover the vibrant branding personality of Hangzhou Metro - a blend of modern innovation, reliable service, cultural richness, and environmental consciousness. Our brand reflects a forward-thinking, inclusive, and customer-focused approach, making every journey with Hangzhou Metro not just a ride, but an experience."
个性介绍
“了解杭州地铁充满活力的品牌个性 - 现代创新、 可靠服务、文化丰富和环境意识的完美融合。我 们的品牌反映了一个前瞻性、包容性和以客户为 中心的方法，使每次与杭州地铁的旅行不仅仅是 一次乘坐，而是一次体验。”
/ Our Mission
"At Hangzhou Metro, our mission is to provide a fast, reliable, and comfortable transit experience for every passenger. We are committed to connecting communities, supporting sustainable urban growth, and enhancing the cultural richness of Hangzhou. Our dedication lies in continuously improving our services to meet and exceed the expectations of our diverse ridership."
诞生使命
“在杭州地铁，我们的使命是为每一位乘客提供快 速、可靠、舒适的交通体验。我们致力于连接社区， 支持可持续的城市发展，并增强杭州的文化丰富 性。奉献于不断改进我们的服务，以满足并超越 我们多元化乘客群的期望。”
创新和前瞻性 / Innovative and Forward-Thinking
连接多样的文化 / Culturally Connected
杭州地铁是现代性和技术进步的象征。我们不断采用尖 端技术来提高我们的服务和乘客体验。/ Hangzhou Metro is a symbol of modernity and technological advancement. We constantly adopt cutting-edge technologies to improve our services and passenger experiences.
我们拥抱杭州丰富的遗产和多样性。我们的车站和服务 反映了当地文化，使每次旅行都成为独特的体验。/ We embrace the rich heritage and diversity of Hangzhou. Our stations and services reflect the local culture, making each journey a unique experience.
可靠和值得信赖 / Reliable and Trustworthy
环境意识 / Environmentally Conscious
我们以可靠性著称。我们对准时和安全的承诺确保 乘客始终感到安全和重视。/ We are known for our dependability. Our commitment to punctuality and safety ensures that passengers always feel secure and valued.
可持续性是我们品牌的关键方面。我们推广环保实践， 为使杭州成为一个更绿色、更可持续的城市做出贡 献。/ Sustainability is a key facet of our brand. We promote eco-friendly practices and contribute to making Hangzhou a greener, more sustainable city.
友好和易于接近 / Friendly and Accessible 我们的品牌个性是温暖和欢迎的。我们努力创造一个 包容的环境，让每位乘客，无论年龄或能力，都感到 舒适和得到帮助。/ Our brand personality is warm and welcoming. We strive to create an inclusive environment where every passenger, regardless of age or ability, feels comfortable and assisted.
以客户为中心 / Customer-Centric 我们倾听我们的乘客并不断寻求反馈以进行改进。我 们的重点是提供的不仅仅是令人满意的客户体验，而 是令人愉悦的体验。/ We listen to our passengers and continuously seek feedback to improve. Our focus is on delivering a customer experience that is not just satisfactory, but delightful.
关于我们 / Our Story · 4
杭州地铁的标志是字体艺术和象征意义的巧 妙结合。字母 "H"、"Z" 和 "M" 巧妙融合，形 成了地铁互联网络的抽象表现。这种象征性 的整合是对杭州高效、互联的地铁系统的 致敬。标志中使用的红色象征着能量和激 情，这是这座城市充满活力的精神的核 心。下方的中国书法向城市的文化深度 致敬，" 一路用心畅你行 " 这一句话表 达了品牌致力于一个深思熟虑和愉悦 的交通体验的承诺。
标志方案
The Hangzhou Metro logo is a masterful interplay of typography and symbolism. The letters "H," "Z," and "M" are artfully merged to form an abstract representation of the metro's interlinking network. This emblematic integration is a nod to Hangzhou's efficient and interconnected metro system. The use of red color in the emblem resonates with energy and passion, which is central to the city's vibrant spirit. The Chinese calligraphy beneath it provides a graceful homage to the city's cultural depth, with the phrase "Journey with heart, Revel in the path" expressing the brand's dedication to a thoughtful transit experience.
/ Logo Concept
5 · 视觉效果 / Visual Identity
视觉效果 / Visual Identity
/ Wordmark
/ Vertical Lock-up
文字标志
/ Icon · Symbol
竖版标志
图标标识
横版标志
/ Horizontal Lock-up
视觉效果 / Visual Identity · 6
反转文字
/ Reversed Logo
/ Reversed Wordmark
A reversed logo can play a crucial role in maintaining brand consistency across various platforms and contexts. By offering an alternative version of the Hangzhou Metro logo, we ensure that our branding remains clear and impactful when placed on different backgrounds, materials, or digital interfaces. The reversed logo is designed to offer flexibility, ensuring that the Hangzhou Metro's identity is always recognizable and the message "Journey with heart, Revel in the path" is conveyed effectively, regardless of the surrounding visual environment.
反转标志
一个反转的标志在保持品牌在不同平台和环境中的一致性方面至关重要。通过提供杭州地铁标志的替代版 本，我们确保在不同的背景、材料或数字界面上放置时，我们的品牌保持清晰和有影响力。反转标志的设 计提供了灵活性，确保杭州地铁的身份始终可识别，无论周围的视觉环境如何，" 一路用心畅你行 " 的信息 都能有效传达。
反转标识 / Reversed Symbol
7 · 视觉效果 / Visual Identity
脸书头像 / Facebook Avatar
/ Instagram Avatar
In the interconnected digital sphere, Hangzhou Metro's avatars and favicon are crafted to echo the brand's attributes across various platforms: Instagram avatars highlight the modernity and vibrancy of Hangzhou's transit through compelling imagery, while Facebook avatars are slightly more detailed, reflecting the brand's reliability and community presence on a global scale. For WeChat, the avatar maintains a clean and recognizable brand logo, emphasizing user-friendly services in the local context. The favicon, though diminutive, is a potent symbol of Hangzhou Metro's swift and seamless service, ensuring instant recognition in the fast-paced digital world.
ＩＧ头像
在互联网数字领域中，杭州地铁的头像和网站图标的设 计旨在跨不同平台传达品牌特质：IG 头像通过引人注目 的图像突出杭州交通的现代感和活力；脸书头像则更为 详细，反映了品牌在全球范围内的可靠性和社区影响力。 对于微信，头像适应中国数字环境，通常将标志性的标 志与二维码功能相结合，实现快速连接。虽然网站图标 较小，但它是杭州地铁快速无缝服务的有力象征，在快 节奏的数字世界中确保即时识别。
网站图标
微信头像
/ Favicon
/ WeChat Avatar
视觉效果 / Visual Identity · 8
9 · 字体使用 / Use of Typography
The Hangzhou Metro branding typography fuses elegance and functionality: Pingfang Semibold anchors Chinese titles with clarity, SF Pro Semibold lends a contemporary touch to English titles, and Linghui gracefully articulates our slogan. This typographic blend crafts a visual harmony that is distinctively Hangzhou Metro.
/ Intro to Typo
In the Hangzhou Metro branding guidelines, the typography selection is a thoughtful curation that aligns with the brand’s modern and accessible personality. For Chinese character titles, we utilize PingFang Semibold, a typeface known for its clean lines and legibility that echoes the sleek efficiency of Hangzhou Metro. The English titles are set in SF Pro Bold, a sans-serif typeface with a contemporary feel that complements the Chinese characters harmoniously. The body text employs the regular weight to ensure readability and comfort for extended reading. The slogan is crafted in Linghui, which adds a touch of elegance and local flair, reflecting the brand's commitment to cultural richness and customercentric values. This typographic scheme ensures clarity, aesthetic appeal, and a seamless visual experience across all branding materials.
杭州地铁品牌字体结合了优雅与实用性：苹方 Semibold 为中文标题提供清晰基础，SF Pro Bold 为英文标题增添现代感，凌慧体 优雅 地阐述了我们的标语。这种字体的融合为 杭州地铁打造了独特的视觉和谐。
字体大纲
在杭州地铁品牌指南中，字体选择是经过深思熟虑的， 与品牌的现代感和易用性相匹配。对于中文标题，我们 使用苹方 Semibold，这种字体以其清晰的线条和易读 性著称，与杭州地铁的高效光洁形象相呼应。英文标题 采用 SF Pro Bold，这是一种具有当代感的无衬线字体， 与中文字体和谐相配。正文文字采用常规字重，以确保 阅读的舒适度和可读性。标语则采用凌慧体，增添了一 抹优雅和地方色彩，反映了品牌对文化丰富性和以客户 为中心价值观的承诺。这一字体方案确保了品牌材料在 清晰度、美观性和视觉体验的无缝统一。
字体使用 / Use of Typography
字体使用 / Use of Typography · 10
鲜亮的红色引人注目，充满活力，象征着激情、行动和 兴奋。这是一种命令注意力的颜色，创造了紧迫感和运 动感。这种红色不仅仅是任何红色；它明亮且丰富，表 明自信和前瞻性态度。
202 43 69
51 51 51
26 94 68 0
79 74 71 45
/
这两种颜色共同创造了一个既动态又权威的视觉身份， 完美符合杭州地铁的品牌，杭州地铁的一切都是关于以 效率和风格移动人们和连接地方。这种色彩方案在应用 于从标志到数字界面的任何地方时，都肯定可以留下深 刻的印象。 The two colors represent a bold and powerful combination. The deep black exudes sophistication and modernity, providing a strong foundation that conveys stability and authority. It's a color that's versatile and timeless, often associated with luxury and elegance.
Together, these colors create a visual identity that is both dynamic and authoritative, perfectly aligning with the Hangzhou Metro brand, which is all about moving people and connecting places with efficiency and style. This color scheme is sure to make a memorable impact wherever it is applied, from signage to digital interfaces.
/ CMYK Color
11 · 色彩使用 / Use of Color
印刷四色
The vibrant red is striking and full of energy, symbolizing passion, action, and excitement. It's a color that commands attention, creating a sense of urgency and movement. The red hue is not just any red; it's bright and rich, suggesting confidence and a forward-thinking attitude.
The brand colors of Hangzhou Metro speak to its core identity: a sophisticated deep black for reliability and elegance, paired with a vibrant red that signals dynamism and progress. This striking duo encapsulates the essence of Hangzhou Metro’s mission — to move and connect with efficiency and vitality.
/ Intro to Color
#333333
杭州地铁的品牌色彩传达其核心特性：代表可 靠性和优雅的深沉黑色，与象征活力和进步 的鲜艳红色相搭配。这一醒目组合凝聚了杭 州地铁使命的精髓—高效连接，充满活力。
色彩大纲
#ca2b45
红绿蓝色 十 / 六进制 RGB / HEX Color
这两种用于品牌的颜色代表了大胆和强有力的结合。深 黑色散发出精致和现代感，提供了一个强有力的基础， 传达出稳定性和权威性。这是一种多功能且永恒的颜色， 常与奢华和优雅联系在一起。
色彩使用 / Use of Color
PANTONE 19-1764 TCX
/ Color Palette
PANTONE 19-4004 TCX
/ Pantone
PANTONE 4059 C
调色板
潘通色
PANTONE 10399 C
色彩使用 / Use of Color · 12
宣传海报
The Hangzhou Metro pays great attention to the design of its peripheral products. From promotional posters, eco-friendly bags, to paper cups, business cards, metro cards, T-shirts, and hats, all reflect the unique and ingenious design sense of Hangzhou Metro. Integrating Hangzhou's traditional charm & modern style, Hangzhou Metro is committed to providing consumers with satisfactory peripheral products.
杭铁周边
/ Promotional Poster
杭州地铁相当在意其周边产品的设计，从宣传 海报、到环保袋、一直到纸杯、名片、地铁卡、 T 恤衫和帽子，都体现出了杭州地铁别出心 裁别具匠心的设计感。杭州地铁融入了杭 州的传统韵味以及现代风情，致力为消费 者提供令人满意的周边产品。
/ Swag & Merch in HZM
13 · 周边产品 / Swag & Merch
名片
纸杯
环保袋
周边产品 / Swag & Merch
/ T-Shirt
/ Cap
Ｔ恤衫
/ Metro Card
帽子
/ Paper Cup
地铁卡
/ Business Card
/ Tote Bag
周边产品 / Swag & Merch · 14