一本帮助中国品牌设计师 了解如何将品牌设计中国 化的书 A book that explains how to do branding design with Chinese characteristics to Chinese average branding designers
Copyright 2014 Tianyang Liu All rights reserved For more information Call 415 900 7217 or Email 64705249@qq.com http://www.projectfillthegap.com/
一本帮助中国品牌设计师 了解如何将品牌设计中国 化的书 A book that explains how to do branding design with Chinese characteristics to Chinese average branding designers
前言
preface
still reading
目录 Contents
第一章 品牌化的基本原理 Chapter one Branding Fundamentals
8
什么是品牌？ What is a Brand?
14
为什么要品牌化？
18
什么是品牌识别？
24
设计之前你应该先注意什么？
Why Branding?
What is Brand Identity?
Things to Know Before You Begin.
第二章 品牌化的基本原理 Chapter two Branding design in China
32
评判品牌设计的标准
46
中国文化 & 中国品牌设计
106
Branding design Standards
Chinese culture & Chinese branding design
品牌设计流程 Branding design process
第三章 从案例中学习 Chapter THREE Learning from the case studies
124
中联重工品牌设计
145
中国航空品牌设计
Zoomlion Heavy Industry branding design
China air branding design
一 个 品 牌 就 是 一 个 人 内 心 里 对 一 个 产 品 ， 服 务 ， 或 者 公 司 的 感 觉
A brand is a person’s gut feeling about a product, service, or company.
第一章 Chapter one
品牌化的基本原理
Branding Fundamentals 8
什么是品牌？
14
为什么要品牌化？
18
什么是品牌识别？
24
设计之前你应该先注意什么？
What is a Brand?
Why Branding?
What is Brand Identity?
Things to Know Before You Begin.
第一章 — 品牌设计的基础知识
Chapter 1 - The basic definition of branding
什么是品牌？
What is a brand?
品牌是公司用来连接他们的 产品与客户的媒介。品牌为公 司在商品市场中与客户创建 感情，和人际关系。一个好的 品牌能赢得客户的爱，信任与 信赖，这都源于客户们对一个 公司和它的产品的感受。 A brand is what a company uses to identify itself from others, to create an emotional relationship with customers in the marketplace. A good brand will win customer’s love and trust. It represents a customer’s feelings about a company and its products.
可口可乐是一个品牌 Coca-cola is a brand
什么是品牌？
What is a brand?
产品 Product
顾客 Customer
01/02
第一章 — 品牌设计的基础知识
Chapter 1 - The basic definition of branding
品牌有四项用途
Brands do four things
1
2
品牌帮助客户从商
品牌帮助公司与客户
品市场里多种多样
沟通公司的产品。
的选择中选择他们 最喜爱的产品。 Brands help customers to choose what they like from all
Brands help companies to communicate their products
choices in the market.
with customers.
选择
沟通
Selection
Communicate
什么是品牌？
What is a brand?
3
01/02
4
品牌帮助公司把它
品牌对消费者暗示
的产品从市场中众
了产品的质量。
多的产品里显现，分 离出来。 Brandshelp companies to distinguish their products from
Brands help to reassure customers about the quality of the
others in the market.
products they bought.
展现
暗示
Distinguish
Implication
第一章 — 品牌设计的基础知识
Chapter 1 - The basic definition of branding
品牌用来展示自己的方式 Media are used to propagate the brand
网站 Website
广告 Advertising
电子 Media
博客 Blogs
员工
Employees
交通工具 Vehicles
品牌 Brand
什么是品牌？
What is a brand?
户外宣传 Billboards
文具 Stationery
邮件 Emails
包装 Packaging
导视
Signage
声音 Voice
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第一章 — 品牌设计的基础知识
Chapter 1 - The basic definition of branding
为什么要品牌化？ why branding?
通过时间，品牌帮助公司建立 良好的名誉，从而帮助公司找 到客户。通过时间的流逝，一 个品牌发展成一种文化。它代 表了消费者的生活方式和公司 自身的核心价值与传统。品牌 帮助公司与客户找到彼此。 Branding helps companies to find their customers. Through time and reputation a brand became part of the public consciousness. i t represents the core values and heritage of the company to customers by appealing to theirparticular tastes. Branding helps customers and companies to find each other.
为什么要品牌化
Why branding?
01/02
第一章 — 品牌设计的基础知识
Chapter 1 - The basic definition of branding
耐克是一个世人皆知的品牌。通过品 牌化，耐克已经变成了街头文化不可分 割的一部分 NIKE is a well-known international brand. Through branding, it has become an inseparable part of the world’s street culture.
什么是品牌？
Why branding?
01/02
第一章 — 品牌设计的基础知识
Chapter 1 - The basic definition of branding
什么是品牌识别？
What is Brand Identity?
品牌识别是一个经过良好整 合的系统，系统中的所有元素 都是用来帮助品牌提升自己 的档次和建立于其他品牌的 区别。这些元素以不同形式存 在在，你可以摸到，听到，看 见，品尝，甚至闻到他们。 Brand identity is a unified system which is comprised of all the elements a company uses to promote itself and differentiate itself from other brands. There are five primary kinds of brand elements: you may touch them, hear them, see them, watch them or even smell them.
摸
听
Touch
Hear
听
什么是品牌识别？
What is Brand Identity?
01/02
看
品
闻
See
Taste
Smell
第一章 — 品牌设计的基础知识
Chapter 1 - The basic definition of branding
一个具有五个步骤的流程来说明 品牌是如何建立的 Forming a brand identity is a five-step process:
五步 流程 A five-step process
设计一个品牌是需要经过 一个严格规范的流程的。这 个流程就叫做品牌化的过 程。品牌化帮助客户了解这 个品牌并且作为这个品牌 的忠实客户。为了去完成这 个目标，我们要先了解这五 个步骤的流程Designing a brand identity requires a disciplined process, the process is called branding. Branding helps customers to know the brand and then being a loyal buyer of the brand. To do this, we need to start with-
什么是品牌识别？
What is Brand Identity?
01/02
丰番农品的品牌化设计过程是一个很好的例子来展示五步原则是如何应用到品牌化设计上的。 the FengFan farm which is a good example of showing how the five-step process is used for helping branding design.
1
收集 信息 Gathering Information
收集信息是一个从市场上，从客户口中，从管理人员中了解设计案例信息的过程。与 此同时，尝试找到顾客，并让自己成为顾客中的一员。目标是尽可能的搜集最多的关 于设计对象的市场信息。 It’s about how to gather market, and product information. Meanwhile try to have the subject tested by target audiences and yourself. The goal is to collect as muchinformation about the project as possible.
从设计人员和公司负责人的采访和市场调查中，我们得知这是一个关于谷物和种植的行业。他们的公司在乡间有许多肥沃的突出土壤。并且他们 的销售对象是在城市生活，想购买干净谷物的消费人群。 Based on the interviewand market research i conducted with several company managers. We know this brand is associated with agriculture. Their company located in the countryside whichhas fertile soil. Their target consumers are the urban population who desire to buy good and pollution free grains.
第一章 — 品牌设计的基础知识
2
过滤 结果
Chapter 1 - The basic definition of branding
找到并且筛选关键词，和关键的方面。并且结合所有关键得信息，使之成为一个便 于理解，而且合理的顺序。
Filtering andfinding the keyword and important aspect and having them combined and orderedin a logical and understandable sequence.
Result Filtering
我找到的关键词是，有机和高价。这个公司不使用任何农药，或者杀虫剂之类的东西。与此同时他们从来不用机器耕作，全部劳动都是靠人力完 成。他们的产品定价也是十分的高，定位销售人群是在城市里生活的高收入人群。 The key conceptsi obtained is organic, and high price range. The company used no machinery to cultivate crops but only human,and they don’t use pesticide or insecticides of any kind. So they can requesta high market-set prices to sell their products to urban people.
3
信息 研究
Information Analysis
研究信息的意思是用收集而来的不同信息，从不同方面，从市场，设计人员，公司， 行业，顾客的角度来考虑产品的设计。
To have all the collected data analyzed based on different point of views. From the angle of the product, the angle of producer, the angle of industry, the angle of customer and the angle of designers.
从不同角度考虑，设计应该是绿色的，和农田有关，和果实有关。在视觉上，设计视觉上应该表现出高档，信赖。以上所有的特点构成了品牌标示 的创作灵感。 To consider from different angles, the design should be green, related to farmland, crops and also have high-end visual standard. Every element could describe above mentioned of the inspirations of the company logo.
什么是品牌识别？
4
品牌 分类
Nature of the Brand
What is Brand Identity?
01/02
去分类一个品牌，去决定这个品牌属于哪个行业，它的产品应该摆在市场的什么位 置。去发现这个品牌的共性和特性，并运用所有发现来帮助设计。
To categorize the project and determine which area and industry it belongs to. And find specific and general characteristics of the industry to facilitate the design.
丰番农品生产高质量粮食，和水果。但是让他们与其他竞争对手不同的是，他们用很小的袋子来卖产品。每一袋子谷物只有5公斤。而他们的竞争 对手一般都有用很大的袋子来卖产品。 The FengFan farm production company produces high quality organic fruit and grains, but what made them different from other competitors is they only sell their products in very small bags that is 5 Kilogram per bag when other competitors are selling products with real big bags.
5
设计 执行
Design Execution
执行的就是如何用适当的视觉手段把设计做的合理而且又好看。之前获得的所有信 息，得到的所有灵感将在这最后一部里面全部被应用。
Execution is how to get the design done reasonably and beautifully by performer’s corresponding visual treatments. All the previous effort will be reflected and used at this finishing point.
有机，高档，高质量，五公斤装，面向城市人口销售。我们应用了所有得到的信息，从第一步到第四部来得到最后的设计结果-一个建的而又漂亮的 牛皮纸箱子和一个牛皮纸袋，内有一个帆布袋子装着5公斤谷物，一个名片，和一个产品介绍卡片。 Organic, high-end looking and quality, green, 5 kilograms per bag and targeted urban population. We used everything gathered from step one to step four to come up with the final solution- a simple but fashionable looking paper box which has a canvas bag inside along with a business card and an introduction card of the brand.
第一章 — 品牌设计的基础知识
Chapter 1 - The basic definition of branding
设计之前你应该先注意什么？ Things to Know Before You Begin 美洲狮是一个世界品牌，我们在这用它来做例子 Puma is an international sports brand, here we take it as an example.
品牌战略
Brand Strategy
在品牌化一个公司之前，我们需要建立和想出一个品牌策略。 一个好的品牌战 略是以客户，公司和设计工作者为中心而建立的，它是整个品牌化过程的的核心 思想。品牌战略是可以符合而且应用在公司所有的产品和服务上的。它是在制 作品牌识别的五个步骤中的第一步-收信息中建立并且完善的。 品牌战略通常 由第三方工作人员通过与公司领导，员工的沟通和对公司信息和目标的总结，通 过公司已有的东西，精炼而成。 Before going to brand a company, we need to come up with a brand strategy. A good brand strategy is the center of customers, the company and the designer. It’s the core idea of a branding. Brand strategy works for all products and services of the company. It’s generated at the first stage of the five branding process- Gathering Information. Brand strategy is often made by a third party, based on the refined communication with company head and staff and what is already there.
美洲狮的品牌战略目标是成为世界上最令人满意的运动品牌。 为了实现这点，美洲狮的设计充满前卫和潮流。 The central objectiveofpuma’s corporate strategy is to become the most desirable sport lifestyle brand in the world. To achieve this goal, puma aims to achieve desirability by combining design and innovation, a clear distribution channel strategy, and brand building marketing initiatives.
设计之前你应该先注意什么？
品牌中心思想
Things to Know Before You Begin
The Brand Concept
中心思想是建立品牌战略，和整个公司的的核心。 它经 常由简短有力而有意义的语句组成。中心思想强烈了表达 了品牌的性格，价值观，视野和公司的职责与任务。 The concept of the brand is the core of the brand strategy and the essence of the brand. It is usuallycreatedby using simple evocative words that clearly express the vision, value and mission of the company.
美洲狮的品 牌中心思想 The brand concept of Puma
成为世界上最令人满意的运动品牌 to become the most desirable Sport lifestyle brand in the world
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第一章 — 品牌设计的基础知识
品牌构成
Chapter 1 - The basic definition of branding
Brand Structure
品牌构成的意思是用来解释一个公司是如何构成的，它是什么形 状的，有多少层级。这个品牌是公司的唯一品牌，还是这个公司旗 下有多个品牌。 是否这个品牌的产品覆盖了多种产品类别。 The brand structure is comprised of the layers and shape of how the brand is formed. i s it the only brand used by a given company? Does the brand have products that belong to unrelated categories?
美洲狮品牌定位在运动类服装和鞋业行业，美洲狮是一个世界级优质运动服饰，鞋业提供商。美洲狮的产品已经很跨多种运动项目。 Puma has targeted sports apparel & footwear industry. Puma is an well-known worldwide brand for its high quality sport footwear, clothing, accessories and other sports goods. The range of products expands over several sports.
设计之前你应该先注意什么？
品牌分类
Things to Know Before You Begin
Brand Classification
品牌分类的意思是发现公司在不断变换的市场中的位置。去发现 这个品牌属于哪一类，是生活类，办公类，服务行业，还是制造业 等等。品牌的潜在客户人群是谁？ 品牌的价格定位在市场中是什 么层次的？ 这个品牌的商品可以在哪里陈列和销售？ This is how we identify the company’s position in a constantly changing market. Which are the target audiences? What is the price range of the products? What position to those products hold in the marketplace?
美洲狮的市场定位在15到30岁的热爱运动的男女年轻人，主要以销售运动服装，鞋业为主导。 Puma’s target consumersare of the ageamong 15-30 which a person is into sports and activities both males and femalesby offering with a range of females and males sports clothing, shoe wear even a perfume line.
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第一章 — 品牌设计的基础知识
Chapter 1 - The basic definition of branding
让自己成为顾客 Being a Customer 在我们品牌化一个公司之前，从客户的角度思考并且发现 是什么激起了客户的购买欲望是十分关键的。体验顾客所 体验的一切，并发现是什么能够创建顾客与品牌之间终身 的情感联系。 It’s important to consider at a customer’s perspective to understandwhat motivates their purchasing choices beforewestart branding the company. Experiencing what customers experienced and understanding the emotional connection a customer has with the products she/he buys can help us tocreate a brand that will build life-long relationships with customers
为了与美洲狮的中心思想，成为世界上最令人满意的运动品牌相符，美洲狮的店内摆放通常十分随意 化，这带给消费者一种他们是在家里的衣架中挑选衣物的感觉。 To match the brand concept that is to become the most desirable Sport lifestyle brand in the world, Puma often has very casual in store display. It gives customers the feeling that they are at home, selecting clothing from their closet.
设计之前你应该先注意什么？
品牌的文化适应性
Things to Know Before You Begin
Localizing the Brand
经济和文化全球化在一定程度上模糊了文化的界限，但是一个好的品牌还是 会花很大精力来关注如何在不同文化中表现自己。当一个品牌扩展到一个新 的文化中，这个品牌应该在它如何讲述自己的故事，让消费者了解自己上，从 理念到视觉发生变化，从而去适应新的文化，语言，价值观和态度。 Globalization may have blurred the distinctions in cultures, but a good brand always pays attention to cultural differences. When a brand comes to a new place with a different culture, the way of how the brand tells its story to customers may need to be altered to adapt to the customs, languages and attitudes of that area. So does the brand strategy.
在中国，美洲狮定位自己为高档运动产品中的一员，为了区别开美洲狮与普通运动品牌的区别。美洲狮 中国店面的店面设计更为优秀，装修花费也更高。 In China, Puma has positioned their stores in the list of high-end sports wears. In order to separate Puma from local sports brands, the Puma stores in China are often nicely designed in the meanwhile more investments are spent on store decorations.
01/02
达 成 你 以 前 从 未 达 成 的 目 标 是 永 远 不 迟 的
It is never too late to be what you could have been.
第二章 Chapter two
中国的品牌化设计
branding design in China 32
评判品牌设计的标准
46
中国文化 & 中国品牌设计
106
品牌设计流程
Branding design Standards.
Chinese culture & Chinese branding design.
Branding design process.
第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
评判品牌设计的标准
Branding design Standards.
品牌设计标准对判定一个品 牌设计的好坏与功能起着非 常重要的作用。这里我们只提 供六个最基本的标准，在真正 的市场中，品牌设计的最终目 标和标准是是否赢得顾客的 喜爱和增加销售量，这正是所 有设计师想破脑筋尝试着达 成的目标。 Branding design standards are important to evaluate a branding design’s functionality. The six standards are just the basic ideas to see if a brand is better than another, and in the real market, the final goal of branding design is to win the hearts of customers and promote selling which is all the designs and companies owners are die trying to figure out how. But now we have the six basic standards here.
评判品牌设计的标准
1
4
视野 Vision
特性 Distinction
Branding design Standards.
2
5
意义 Meaning
弹性 Flexibility
01/02
3
6
一致 Coherence
价值 Value
第二章 — 中国的品牌化设计
1
Chapter 2 - branding design in China
视野 Vision
良好的视野是具备竞 争力，美感和有实际 作用能表达品牌中心 思想的远见。目的是 预见可能的未来，抓 住消费者未来的需求 和梦想。品牌视野可 以在初次品牌化和品 牌再次设计中被创 建。创建的目的是为 品牌建立未来的计 划，并用设计去展示 未来。 A successful vision is competitive, compelling and effective that expresses the key idea of the brand. It is to imagine the possible future and to reach the dream of customers. The vision of a brand can be planned when the first time a branding design is created or through the brand redesign process. The goal of having a vision is to have a branding plan of the future before it happens and use the design to advocate the future.
评判品牌设计的标准
Branding design Standards.
集典画院品牌设计把未来和视野放在第一位。集典画院是一个传统的中国画画廊，我们突 破了对传统画廊的保守和传统的设计概念，并给予前沿并简单的设计视觉。视野和未来是 我们的出发点，前沿的设计，也更符合当前中国市场。 JOY ART GALLERY branding design put vision and future as its first priority. JOY ART GALLERY is a Chinese traditional art gallery and normally a Chinese traditional art gallery should be branded with a classical and traditional look. But we anticipated that a contemporary and simple visual is more engaging and impressive. We branded JOY ART GALLERY with vision and it fits the current market of China.
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第二章 — 中国的品牌化设计
2
意义 Meaning
一个好的品牌设计是 有内在含义的，表现了 品牌的中心思想，品 牌价值，或者一些更 重要的概念。品牌的 含义是在设计中的，设 计同时宣传了含义。 A good brand identity stands for something- the key idea of the brand, the value of the brand, or something really important. The meaning of a brand is in the design and the design advocates the meaning.
Chapter 2 - branding design in China
评判品牌设计的标准
Branding design Standards.
苹果代表了个性和快乐，它的品牌含义已经被大众所熟知，甚至包括组装台式机使用者。 苹果的含义体现在了它的任何地方，从产品设计到品牌设计。苹果标识1976年问世时是一 个有着彩虹的苹果的形状，但是现在进化成单色标示。 Apple equals innovation and happiness, the meaning of the brand is well-known by everybody including PC users. The meaning of Apple is reflected in everywhere through the design of Apple, from its product design to its branding design. The Apple logo is designed in 1976 with rainbow filled in an apple but now it evolved to an one color logo.
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第二章 — 中国的品牌化设计
3
一致 Coherence
一致性指的是客户对 品牌下所有产品和界 面的一致感觉。所有 的感受应该具有一致 性而且连接于这个品 牌。一致性提供了信 任，熟悉和忠实。一致 性可以通过统一的理 念，设计，感觉，风格 和策略来实现。 Coherence is how customers feel about the similarly of the brand that crosses all the deliverables of the brand. The feeling should be similar and linked to only one company. Coherence delivers trust, familiarity and loyalty. Coherence can be achieved through unified idea, style, look, feel, voice and strategy.
Chapter 2 - branding design in China
评判品牌设计的标准
Branding design Standards.
浪淘遗韵是一个玉石商店，我们不断地运用太阳和云的形体来强调品牌舒适休闲的感 受。我们应用了云的形状和颜色贯穿了整个设计从而创造一致性和相同感。 Waves YiYun is a Chinese jade store. We constantly use sun and light cloud to emphasize the relaxing feeling that the brand expresses. We applied cloud shape and color through the entire branding design to create coherence and familiarity.
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第二章 — 中国的品牌化设计
4
特性 Distinction
市场中有数不清的同 样类别的品牌在互相 竞争。一个好的品牌 总是会把自己和别的 品牌区别开，让消费者 理解这个品牌与其他 品牌的不同点。 There are countless brand in the market, and they compete with each other in the similar categories. A good brand identity always differentiate itself with others in the market and to make customers to understand the differences easily.
Chapter 2 - branding design in China
评判品牌设计的标准
Branding design Standards.
鲁滨美术馆的品牌设计是十分充满个性而区别于周围其他视觉的。简洁而又充满现代气息的设计十分 适合美术馆的感觉，而与周围其他设施的不同点又充分的被展示。
The branding design of LU BIN ART MUSEUM is very characteristic and can be easily distinguished from other surroundings. The design is simple and contemporary that feels appropriate with the environment of the museum, and also differentiate the museum with other buildings nearby.
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第二章 — 中国的品牌化设计
5
Chapter 2 - branding design in China
弹性 Flexibility
企业会随着时间发展 的更强大，一个好的 品牌设计是能够长期 在市场和经济变化中 生存并与企业一同发 展的。当一个企业推 出一个新的产品或者 用新的沟通方式与客 户进行沟通时，有弹性 的设计可以仍然保持 顾客对品牌的即时辨 认性。 Company grow bigger and stronger through time. Good branding designs have longevity that survives the market and economy changes and grow together with the company. When a company lunches new product or using different ways to communicate with customers a flexible design can still keep the brand immediately recognizable and familiar.
评判品牌设计的标准
Branding design Standards.
一山一牛是一个由日本设计师吉田包装设计的高档餐馆。设计的中心思想是创造一个亲 和的形象区吸引各个级别的消费者。吉田从自然中提取原则并运用到设计中并与手绘混 合，使得整套设计十分贴近人心并富有弹性，以便被任何级别的消费者接受。 A mountain of a cow is a high class restaurant branded by Japanese designer Takuro. The key idea of the design is to create a friendly and easygoing visual for the brand to attract customers from all classes. He used elements from natural to create visuals and mixed hand drawing making the design close to our hearts and flexible to be accepted by everyone.
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第二章 — 中国的品牌化设计
6
Chapter 2 - branding design in China
价值 Value
价值增加顾客对品牌 的承认度，使顾客对 产品的质量放心。一 个好的品牌设计反 映了品牌的价值和个 性。品牌价值可以从 良好的品牌设计和产 品质量中体现。 Value increases recognition and reassure customers about the quality of the products. Good branding designs reflect the price and the characteristic of the brand. Brand value can be created by good designs, quality products of the brand.
锤子做了一切去包装他们的产品价值，从产品设计到品牌设计。锤子科 技的目标是做出世界上第二优秀的手机，仅次于苹果手机。锤子科技了 最好的设计师，并且和苹果使用了同样的生产厂家，不惜一切代价去做 出全世界第二好的手机。 Smartisan did everything to ensure its product value, from its branding design to its product design. Smartisan has set the goal to make the world second best mobile phone just behind Apple. Smartisan hired a group of best designers and used the same manufacturers as Apple with all cost to make the secondary best phone in the world.
评判品牌设计的标准
Branding design Standards.
01/02
第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
中国文化 & 中国品牌设计 Chinese culture & Chinese branding design.
在中国的品牌设计圈里，品 牌设计来自文化，审美和艺 术。文化是中国品牌设计的 基石，审美是评价设计好坏 的标准之一，艺术是中国品 牌设计的发展由来。虽然现 代品牌设计的矛头指向商 业，但是尊重中国文化，审美 和艺术，是在中国做好品牌 设计不可缺少的要点。 In Chinese graphic design world, design comes from culture, aesthetic and art. Culture is the foundation of Chinese graphic design. It’s what makes Chinese graphic design Chinese. Aesthetic is one of the standards to determine whether a design is good or bad, and Chinese graphic design is developed from art. Even the goal of modern Chinese branding design is to achieve commercial goals, it’s still important to respect Chinese culture, aesthetic and art in order to make good branding design in China.
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
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文化
审美
艺术
Culture
Aesthetic
Art
品牌设计 Chinese branding design
商业目标 Commercial goals
第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
中国品牌设计行业特点
The features of Chinese branding design industry
1
从业基数大
2
行业萌芽阶段
Huge numbers of designers
The branding design industry is being in the initial stages
3
市场潜力大
4
设计系统零散
5
缺少权威人事
6
行业断代
Huge market potential
Shattered design system
Lack of authorities
Disconnected industrial generations of design
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第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
中国品牌设计行业的六个特 点给中国品牌设计师造成了 很多不利因素 The six features of Chinese branding design industry have created several negative factors for Chinese branding designers.
1
职业生活短暂 Very short professional life
很多优秀设计师在35岁之前因失去信心而转行 Many good graphic designers change professions because of the lost of faith in Chinese branding design.
2
零升职空间 Zero promotion space
设计公司习惯从海外招纳高管，本地设计师失去升值空间 Branding design companies tend to hire directors and managers oversea. Local Chinese designer has no promotion space .
3
行业质量低下 Poor industrial quality
中国品牌设计公司设计质量低，设计师技能提升空间小 Chinese branding company often has low design expectations. Designer has low space to improve their design skill.
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
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这些因素直接的，或者间 接的影响了中国品牌设计 师的职业生涯。大量优秀 设计师流失到其他行业 中，造成了中国设计师质 量比例失调。 The three factors have directly or indirectly affected the career of Chinese branding designers. A huge amount of good branding designers have changed their occupations that breaks the balance of the percentage between Chinese good designers and average designers.
5% 20%
80%
95%
良好的设计师质量比例应该由20%的优秀 设计师和80%的普通设计师组成。
在设计师群体质量比例失调的中国，优秀 设计师只占到了设计师总数的5%
A good rate of the level of designers is
The rate of the level of designers has gone
formed by 20% good designers and 80%
disproportionally in China that good designers
average designers.
only take 5% of all designers.
第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
01/02
中国从来没有缺少过品牌 设计师，但是大量优秀品 牌设计师的流失才是中国 品牌设计业最大的损失。 China has never lacked of branding designers, but the lost of good branding designers is the true lost of Chinese branding design industry.
第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
我们曾经是品牌设计师，我们却 要为我们的理想另寻出路。 We were branding designers, but we had to find another way for our design dreams.
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
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第二章 — 中国的品牌化设计
前品牌设计师 — 小白
Chapter 2 - branding design in China
Former branding designer - Little White
“我自认为我是一个十分 认真仔细，愿意把每一份设 计精心做到最好的人。但是 中国品牌设计行业普遍低 端的设计要求让我无法适 应。与其继续坚持下去，我 更想把我的这份对设计的 细心倾注到我对素食主义 的热爱上。” I was a dedicated branding designer who like to pay attention to every detail of design and try my best to create good design pieces. But comparing to continue to be a designer working in the low demanded Chinese branding market, I would rather put my dedication on my interest in vegetarianism.
小白曾经是一个优秀的品牌设计师，但是她现 在的职业是素食厨师。 Little white was a good branding designer, but now her occupation is making vegetarian food.
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
01/02
第二章 — 中国的品牌化设计
前品牌设计师 — 马良
Chapter 2 - branding design in China
Former branding designer - Ma Liang
“本地品牌设计师在公 司没有升职空间，与其一 成不变的做员工，我喜欢 开着我的移动卡车，做自
马良曾经是一个优秀的品牌设计师，但是他现 在的职业是旅行摄影师。
己的老板。”
Ma Liang was a good branding designer,
Local branding designers has no
with his mobile photographic truck.
promotion space in Chinese branding design firm. Instead of being a staff forever, I like to travel the country with my mobile photographic truck and being the boss of my own.
but now his occupation is traveling China
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
01/02
第二章 — 中国的品牌化设计
前品牌设计师 — 孙杨
Former branding designer - Sun Yang
“我是有多年品牌设计经验的保守派设计师，既然中 国品牌设计缺少本土的标准与权威性来评判，我选择 去开自己的有历史和标准来评判的活版印刷店。” I’m a conservative styled designer who worked as a branding designer for years, but since Chinese branding design never has an aesthetic or conceptual standard to judge on. I choose open my own letterpress shop that has long history and standards to judge on.
Chapter 2 - branding design in China
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
01/02
孙杨曾经是一个优秀的品牌设计 师，但是他现在是活版印刷师。 Sun Yang was a good branding designer, but now his occupation is a letterpress printer.
第二章 — 中国的品牌化设计
前品牌设计师 — 爱丽丝
Former branding designer - Alice
“我喜欢品牌设计，和一切 能让美好的事物变的更美 好的事情，但是设计师过低 的报酬迫使我另寻出路。” I love branding design and every that can make beautiful things be more beautiful. But the low salary of branding designers forced me to design something else for living.
爱丽丝曾经是一个优秀的品牌设计师，但是他 现在的职业是蛋糕设计师。 Alice was a good branding designer, but now her occupation is a cake designer.
Chapter 2 - branding design in China
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
01/02
第二章 — 中国的品牌化设计
前品牌设计师 — 林糊糊
Chapter 2 - branding design in China
Former branding designer - Lin Hu Hu
“我热爱品牌设计，但是 中国品牌设计行业的严 重断代引起了我对中国 传统艺术的重视。我从 一名品牌设计师变为一 名国画家，来确保中国文 化的传承。” I love branding design, but the disconnected generations of Chinese branding design has drawn my attention. To protect the legacy of Chinese culture, I choice to because a traditional Chinese painter.
林糊糊曾经是一个优秀的品牌设计师， 但是她现在是国画家。 Lin Hu Hu was a good branding designer, but now her occupation is a traditional Chinese painter.
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
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第二章 — 中国的品牌化设计
前品牌设计师 — 关海
Chapter 2 - branding design in China
Former branding designer - Guan Hai
关海曾经是一个优秀的品牌设计师，但是他现 在的职业是婚礼摄影师。 Guan Hai was a good branding designer, but now her occupation is a wedding photographer.
“我想把时间花在去钻 研一件我喜欢而又能够 持续长久工作上，婚礼摄 影师成了为我代替品牌设 计的工作。” I like to spent time working on an occupation that has a long professional life, and to be a wedding photographer gives me an long professional life comparing to be a branding designer in China.
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
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第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
我们从失去中学到了什么？ 真正的现代中国品牌设计 是要反映出中国人的意识 形态，思考方式，审美和概 念理解。这不是要在设计中 加入中国元素从而老生常 谈，而是只是使用设计所需 要的信息和元素用带有中 国基因的排版方式使设计 中国化。 From what We have lost, what have we leaned? The real contemporary Chinese branding design should reflect the Chinese ideology, way of thinking, aesthetic appreciation, and conceptual understanding. It’s not to add any Chinese visual element into the design to made the old things new , but only use the information from the design itself and compose them with the layout that contains the Chinese DNA to make the design feeling Chinese.
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
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第二章 — 中国的品牌化设计
构图中的中国设计 Finding Chinese DNA in layout
构图是设计中重视元素位置，摆放，强调 整个画面外观的一种设计手段。它反映出 了画面元素，图片，文字和风格的摆放原 则，构图与板式加强了画面中各个元素的 层次关系，让构图变的更合理。 A layout is a design for the overall appearance of a printed page with particular emphasis on the effective positioning and arrangement of page elements. It refers to the arrangement of elements on a page usually referring to specific placement of image, text and style. Proper layout enhances the look of the particular object and the objects as a whole piece of design in order to create a strong composition.
Chapter 2 - branding design in China
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
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感觉 Feeling
经验 experiences
中国品牌设计师大多 都有一个通病就是面 对设计总是依靠感觉 和经验，感觉和经验 有时会奏效，但是作 为专业的设计师，我 们也要知道版式设计 背后的规律。 Chinese branding designers often have a common misunderstanding that facing layout and composition design, they are too relay on feeling and experiences. Feeling and experiences can work sometime, but as professional designers, we also need to know the principles behind layout design.
第二章 — 中国的品牌化设计
外国设计师常用的 构图原理 Common aesthetic principles used by foreign branding designers
黄金分割又称为黄金比，它 是一个数学上的比例关系， 黄金分割具有严格的比例 性，艺术性，平衡性，包含着 丰富的美学价值。 Golden section is also called golden ratio, It’s a mathematical ratio that is proportional, artistic, and harmonious.
Chapter 2 - branding design in China
中国文化 & 中国品牌设计
白银分割也是我们生活和工 作中经常见到的，之所以这 个比例在生活中被广泛运用 是因为他的方便对折特性。 Silver ratio is also a principle that we commonly see in our life. Because the proportion is easy to fold, it has been widely used.
δ1S=δS+0=[2;2,2,2,2,2,…]≈2.41421 1+2√=2.4142135623730950488....
网格是国外设计师运用最 多的构图方式，网格是页面 的骨架，提供了参考结构， 引导元素的排列布局。 Grid is the most used mode of composition. grid is the bone of the designing page that offers layout and structure references guiding arrangements and layouts of the designing elements.
Chinese culture & Chinese branding design.
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第二章 — 中国的品牌化设计
抄袭不是一个选择
Coping is not an option
很多中国品牌设计师觉的 让设计中国化就是简单的 加入中国元素, 类似灯笼， 舞龙，石狮，长城，剪纸在设 计中。中国元素与西方设计 原理的混合不适用于中国现 代品牌设计。这给人好像用 洋酒倒入中国白酒瓶子里， 并充当国产洋酒的感觉。 A lot of branding designers think to make Chinese branding design feeling Chinese is simply to add in elements of Chinese culture, such as Chinese lantern, dragon dance, stone lion, the great wall, and paper cut into design. The mix between western design principle and Chinese cultural elements don’t work out for Chinese contemporary branding design. It’s feeling like to pour imported wine into a Chinese wine bottle and telling people It’s Chinese wine.
Chapter 2 - branding design in China
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
要想找到真正属 于中国的设计理 论，我们应该回头 看看我们的先人 是如何用中国文 化来表达他们的 作品的。 To find out the design principle that really belongs to Chinese branding design, we need to look back and understand how the older use Chinese culture to express their work.
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第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
琴棋 书画 Music, Calligraphy, painting, chess
在古代的中国，艺术家都要 学习琴棋书画并且把四者融 为一体, 由能表达艺术家意 境的书画作品来体现。美学 概念由此而来，风水学说是
中国 绘画 Chinese painting
最受艺术家欢迎的概念。这 就是中国设计的起源。 In ancient China, artists need to learn music, Chinese calligraphy, traditional Chinese painting, and poetry. And they often combine all of them together on a meaningful painting that express the artistic conception of the artist, with which, principles are formed gradually and Feng-shui is the most supported concept by many artists. This is the origin of Chinese graphic design.
风水 学说 Feng-shui
风水学说的意思是指水的流向和风的方向，因 为早期的中国国画常常表达自然场景与人工场 景结合的天衣无缝. 风水学说和西方设计理念 有很多共同点，类似对比，主次，平衡。把风水 用到中国现代品牌设计中是一件非常有意义 的事情。 The Feng-shui concept is meaning the direction of the water flow and the wind, because
平面 设计 Branding Design
the ancient traditional Chinese paintings often show the magnificent of landscapes and how perfect the artificial structures blended into nature. The Feng-shui principle is a lot like western design principles and also has similarities in terms of contract, hierarchy and balance. It will be a very meaningful thing to use Feng-shui principle in contemporary Chinese branding design.
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
Air
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第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
风水，来自东方的审美标准
Feng-shui, an aesthetic standard from the oriental
气脉
逝点
虚位
Air flow
Vanish point
Empty space
中国文化 & 中国品牌设计
疏密 Density & spacing
Chinese culture & Chinese branding design.
稳固 Lever principle composition
01/02
点景 Focal point
第二章 — 中国的品牌化设计
气脉 Vanish point
中国画构图观念中很注意气的贯通，各各物象 的组合由一条S形的气脉贯通起来，S形作为画 的气脉，和太极图种的阴阳交界正好贴合。 Chinese painting pays attention to the flow of air, and the best use of air is to use it to guide reader eyes from one point of the painting to other places and form a “S” shape that fits the concept of Tai Ji.
Chapter 2 - branding design in China
中国文化 & 中国品牌设计
逝点 Vanish point
对中国古代书画而言，右下角是十分重要 的，这个部位也称为逝点，是视觉离开画 面的终点。 To ancient Chinese painting, the lower right corner is very important and called vanishing point. It’s the place where eyes exit the painting.
Chinese culture & Chinese branding design.
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第二章 — 中国的品牌化设计
虚位 Empty space
画中的空白就是我们说的虚实，空白是对 空间的表现，从无中生有，给人想象和审美 的空间。 A blank place in a painting is the Empty space, Empty space is the expression of space and to create beauty-appreciation out of imagination and vacancy.
Chapter 2 - branding design in China
中国文化 & 中国品牌设计
疏密 Density & spacing
疏指空的地方可以通风，密指密集的地方 练风都透不过去。疏密的配合使得画面形 成鲜明的对比。 Density & spacing are meaning the different numbers of elements in an area of the painting. The coordination of Density & spacing creates contract for the painting.
Chinese culture & Chinese branding design.
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第二章 — 中国的品牌化设计
稳固 Lever principle composition
三角形是最稳固的，使得画面的中心偏向 一边，再通过其他两点的结合，造成视觉 落差，从而形成画面重心。 Triangle is the most stabled shape, it controls the balance of the painting. It can create hierarchy by adjust the scope of one of its three angles, and use other two angels to balance it out
Chapter 2 - branding design in China
中国文化 & 中国品牌设计
点景 Focal point
点景给予画中的空白视觉延展，使人的 视觉有所异动，从而造成由静中看动的 错觉。 Focal point creates a central focus for eyes at a blank place of a painting. It balances the painting and create the feeling of movements through still.
Chinese culture & Chinese branding design.
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第二章 — 中国的品牌化设计
通过以上分析，我们可以 发现神秘的风水是十分 具有规律基础的。 以这 些规律作为基础，经过提 炼，我们可以得到可以引 导中国品牌设计构图的， 风水构图模型。 Through the analysis above, we can understand the mysterious Feng-shui actually has rules and reasons to follow. By using the rules as the foundation, through refinements, the Feng-shui composition that guides the layouts of a branding design work is formed.
Chapter 2 - branding design in China
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
2
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一元辅助线 Dimension One Side Line
3
二元 Dimension Two
90度角 90 Degrees
5
4 1
三角线 Triangular Structure
三元 Dimension Three
一元 Dimension One
6
支撑线
Supportive Line
风水构图模型一 Feng-shui composition type one
1
4
一元是画面的重点，画面 主元素的集结点
2
一元辅助线是一条连接一 元与二元的直线
3
一元是画面的第二重点， 画面次要元素的集结点
Dimension one contains the
Dimension one side line is a straight
Dimension two is the second major
most important elements of the
line that connects dimension one with
element group in the layout, it
layout, and it stays at the top of
dimension two from the centre of the
stays at the second place of the
the layout hierarchy.
circle to the centre of the circle
layout hierarchy.
一元是画面的第三重点， 画面补充元素的集结点
5
三角线起到稳定，连接， 平衡三元整体的作用
6
支撑线穿过三元的圆心并与 一元边界线形成90度直角
Dimension three is the third
Triangular structure stabilizes
Supportive line comes through the
major element group in the
the three dimensions, connects
center of the dimension three circle
layout, it stays at the third place
and balances them.
and form a 90 degree angle with
of the layout hierarchy.
the edge of dimension one circle.
第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
风水构图模型建立流程 The process of building the Feng-shui composition
1
2
确定一元
连接一元二元
Form Dimension One
Connecting Dimension one with Dimension two
确定画面主要元素组成位置，形成最重 要的一元群组。
根据画面确定次要元素组成位置，形成 第二重要群组。
Find the location of the most important
According to the position of the second important
element group of the layout and form the
element group to form Dimension two.
most important Dimension one.
Dimension One Side Line
Dimension One
Dimension One
Dimension Two
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
3
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4
确定三元位置
完成或继续
Find out the location of Dimension three
Finish or continue
根据一元辅助线和支撑线在一元边界形 成的90度直角找到三元。
确定构图，或者继续根据需要由现有一 到三元继续扩展出其下子元。
Base one the 90 degree angle that formed by the
When the three Dimensions are settled,
Dimension one sideline and the supportive line
the new dimension groups can be built
on the Dimension one edge to find Dimension
under the current existing dimensions
three element group on supportive line.
using the same process as required.
Dimension One Side Line
Dimension Two
Dimension One Side Line
90 Degrees
Dimension Two
90 Degrees
Triangular Structure
Triangular Structure
Dimension One
Dimension One Dimension Three Supportive Line
Supportive Line
第二章 — 中国的品牌化设计
风水构图模型是一个数学公式，它的形态 并不局限于三元构图。风水构图模型可以 随着元素的增多而进一步发展。如果构图 是或者类似三元构图，风水构图模型可以 为提供不同构图产生无尽的变化。 Feng-shui composition is a mathematical formula and doesn’t have a changeless shape. If the contents are more than three groups, the Feng-shui composition can grow along with the contents. If the contents are three groups or similar. The Feng-shui composition can change shapes (layouts) in innumerable ways.
Chapter 2 - branding design in China
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
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第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
风水构图辅助结构 Feng-shui composition supportives
气脉
逝点
Air flow
Vanish point
将气脉带入到构图中来引导视觉走向，帮助风 水构图模型设定视觉进入和退出点。
用逝点配合风水构图模型来确定视觉离开画面 或者进入另一张构图的位置。
Bringing the theory of air flow to layout to
Using the theory of vanish point to help
guide visual directions. And to help Feng shui
Feng-shui composition gird to find out the
composition grid to find the visual enter and
exit point of the current layout or entering
exit point.
another layout.
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
封口
点景
Blocking
Focal point
封口的意思是把“气”留在构图里，保留一个角 来提供适当放松的空间。
点景可以用来配合风水构图模型来确定三元， 或者次要装饰元素的位置。
Blocking means to keep the “Air” inside the
Focal point helps Feng-shui composition gird
layout and leave one designated corner to give
to find the location of Dimension three or
air and space to the layout.
other subordinate dimensions.
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第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
静 static
和西方的黄金分割的静， 和稳固相比，风水是动 的。风水构图为构图布局 提供了支架引导，但并不 必刻板而一成不变的追 寻与风水构图模型保持 完全一致。 Comparing to the static and stabled western golden section, Feng-shui is a moving. The Feng-shui composition gird offers a bone structure for the layout. But it’s not necessary to absolutely stay in the dimension circles. The content can grow out of the circle or a bit smaller than the dimension circle, the key is to feel the small differences.
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
动 Dynamic
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第二章 — 中国的品牌化设计
在品牌设计中，我们时常需要很规则的， 非动态的网格对图片和文字进行排版。当 风水构图不是很适用时。一个新的适合中 国字体排版的网格产生了。 Chinese branding designers sometimes need a stabled and static gird to set Chinese characters and layout. When the design doesn’t need to be as dynamic as the Feng shui composition gird. That is when the static Feng-shui Character girdle is put to use.
风水汉字网格 Feng-shui characters gird 风水汉字网格在汉字与英文的不同下产生，同时又结合了 西方审美与中国审美的特点。从汉字和英语的读法和写 法上看，他们的确有很多不同。 Feng-shui character gird was created under the difference between Chinese characters and English Roman letters, and it is also combined the features of Chinese and Western appreciation of beauty. From how Chinese and English are read and written, they do have many differences.
读
Read
Chinese graphic design is bad, and it needs some esthetic principles.
中國的設計現在不好，它需要一些設計原則。
写
Write
Graphic Design 平面設計
Chapter 2 - branding design in China
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
风水汉字网格是一个西方网格，黄金比例和中国字方格的合成体，为了 以汉字为基础的排版而定制的设计。 Feng-shui characters gird is a combination of western grid, golden section and Chinese written grid. It’s developed base on the composition of Chinese character and for Chinese based layout design.
+ 1.62
1
+
=
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第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
100
162
中国文化 & 中国品牌设计
Chinese culture & Chinese branding design.
风水汉字网格适用于任 何以汉字为主题的品牌 设计媒介，以单页为基 础。跨页只需并列复制 网格到跨页页面上。 The Feng shui characters gird can be applied to all Chinese based branding design media start will one grid per page, two grids per spread.
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第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
品牌设计流程
Branding design process
品牌设计流程是一个帮助 品牌设计师为所设计的 品牌找到最优化的市场策 略，和最贴切的视觉切入 点的一个过程。它是品牌 设计师在进行视觉设计之 前的辅助工作。 Branding design process it a process that helps branding designers to find out the most optimized market strategy and the most relevant visual execution plan for the company they are branding. It’s a process needs to be done before the design execution.
品牌设计流程
Branding design process
品牌设计流程将如何帮助中 国商业品牌设计？ How does the Branding design process help Chinese commercial graphic design?
中国商业品牌设计大多为公司或者品牌服务，好的品牌 有很好的市场策略来销售产品给顾客。在像中国一样的 发展中国家，乡村和城市的差距是很大的。 Chinese commercial branding design mostly serves for Chinese companies and their brands. Good brands often have good marketing strategies to help selling products or services to their targeted customers. In a developing country such as China, the urban-rural gap is gigantic.
农村地区
乡村地区
In rural areas
In villages
在乡村，顾客只关心产品的花费，他们需要便 宜和耐用的东西，成功的设计在此应该表现功 能和信任。
在乡村，大多顾客关系产品价值。购买开始慢 慢变成一种习惯。成功的设计在此应该带来心 理暗示和潮流。
In rural areas, customers usually only care about
In villages, more customers pay attention to
the cost performance of the product, they want
the product value. It’s the acknowledgement
to buy cheap and relatively durable product. A
and a habit of buying products from certain
successful design in this case should deliver the
brands. A successful design in this case should
function and the trust of the product.
deliver psychological suggestion and trends.
城市地区
富裕地区
In cities
In certain rich areas
在城市里，很多顾客会根据他们的心情和感受来 买东西。他们负担得起高档产品，只要他们喜欢。 成功的设计在此应该传递情感和感情。
在一些富人区，有权有势的人喜欢按照个人行为特 性和个人特点来购物。成功的设计在此应该表现个 性，特别和品位。
In cities, there are certain customer buy products
In certain rich areas and rich neighborhood,
or services base on their mood and feeling. They
rich and powerful people make buying decisions
can afford high-end products as long as they like,
base on their personality and style. A successful
and happy whit it. A successful design in this case
design in this case should deliver character,
should deliver emotion and affection.
particularity and flavors.
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第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
在大城市中存在着各式各样的人， 穷人和富人都需要做出购买行为。 品牌设计流程可以帮助品牌设计 师找到对应品牌销售对象的合适 设计方案。 In big cities, there are all kinds of people, the rich and the poor all need to buy innumerable products every day. The Branding Design Process is going to help designers to deliver appropriate design solution for the brand targeted customers.
随着图表由左右到来查看品牌如何提供和满足不同消费者的需要。 Read the chart from left to right and see what a good brand should provide to match the needs of customers who have different economic conditions.
customers pay attention to
消费者关注点
rational
理性
性价比
产品价值
心情
个性化
cost
product
mood and
personality
performance
value
feeling
and style
rural areas
cities
农村
城市
功能
emotional
villages
rich areas
镇区
富人区
潮流暗示
情感
性格
function
hint
emotion
flavors and
and trust
and trends
affection
particularity
Brand should deliver
品牌应该体现
感性
品牌设计流程
Branding design process
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第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
品牌设计流程的目的是达成长远 品牌和商业发展。主要行为是通过 主观调查和搜寻公司产品和公司 自身，从而根据调研来建立目标和 视觉计划。 The objective of the branding design process is to achieve a long-term brand or business development. The main action is to research and investigate the target product or company objectively and establish goals and visual plans base on the investigation.
用饼图去说明在设计流程中努力是如何分配的。 A pile chart to visualize how effort is spent in the design process
Aesthetic
Long-term goal
美观
长远计划
Target audience
Market
目标受众
市场
品牌设计流程
强化品牌设计流程的结果所需要的能力 Abilities are needed to better the outcome of branding design process.
Branding design process
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设计能力 Design skills
即使天才也不可以省略这一步。设计师在做任何事之前要 先了解设计，颜色，和视觉法则。中国有着悠久的文化历 史，为了提升中国的中国式设计，西方设计理念需要和中 国视觉文化进行整合从而适应中国市场。 Nobody can escape this part, even genius. To understand how type, color, visual and basic design principles work is the first thing to learn before a designer does anything. In China, the Chinese have their long going on history, and to promote Chinese graphic design, the imported Western graphic design concepts need to be integrated with Chinese visual culture and form new design concepts that adapt the Chinese market.
2
设计能力 Logic
有很好的推理和分析能力对设计师分析品牌的总 体情况有很重要的作用。推理能力对完成品牌设计 流程起着重要的作用。 Constantly cultivating your aesthetic judgment and design education is the key to keep yourself linked with the rest of the world. Good designers never stop learning and exploring on design
3
美感 Aesthetic
不断地培养美感与增强设计修养是连接你和其他 设计世界的关键。优秀的设计师从来不间断关于 美感的学习。 Constantly cultivating your aesthetic judgment and design education is the key to keep yourself linked with the rest of the world. Good designers never stop learning and exploring on design
4
预见力 Perception
预见力在这里指的是设计师对周围世界的敏感度。 他指的是设计师对市场变化，文化和周围事物变化 的敏感度。 The word perception at here means how much do designers know stuff inside and outside the design world. It’s designer’s sensitivity to cultural and commercial market changes, even how they feel about the world around them.
第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
品牌设计流程给中国的品 牌设计师提供了一个最优 化的调查，思考和执行的 步骤，从而帮助中国品牌 设计师最大的提高工作效 率。我们将这些流程总结 为以下5个步骤。 Branding design process offers Chinese branding designers an optimized design researching, thinking and executing procedure to maximizing Chinese designer’s effort on engaging branding design. We conclude the process as five steps.
1
信息 收集 Information Gathering
2
过滤 结果 Result Filtering
3
信息 研究
Information Analysis
s
品牌设计流程
Branding design process
4
产品 定性 Nature of the Brand
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设计 执行 Design Execution
第二章 — 中国的品牌化设计
1
信息 收集 Information Gathering
Chapter 2 - branding design in China
信息收集的是汇集设计对象公司的市场和产品信息。从公司管理层和公司潜在 客户，甚至你自己中搜集信息。信息收集的目标是尽可能的搜集信息。 Information gather is to gather market, and product information of the branding company. To collect information from company leaders, company target audiences and even yourself. The goal is to collect as much information about the project as possible.
下方图形在视觉上解释了关于信息收集的步骤 The graphics down below visually explain the process of information gathering
了解一个公司 的第一步是从
信息常常分布在各处，一些是需要的，一些则不需要。 这个步骤是搜集我们关于公司品牌设计的信息。 Information is often spread in places, some of it is needed and some is not. This process is to collect the information we need for the branding design of the company.
了解它的市场 状况和发展里 程开始 The first step to understand a company is to know its current market situation and to understand how does it developed.
*以下两页提供了两个关于收集信息的样板调查方法表格 *The next two pages offer two examples of investigating form regarding information gathering
品牌设计流程
高端访谈
Branding design process
企业核心领导层采访
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interview
An interview with company managers
计划时间 - 1天
planned time - One day
方法概要 - 通过对企业核心领导进行采访，更直接准确地获得 企业经营理念和远景目标。
outline summary - Through the interview with the core workers of the company to accurately understanding the management ideas and the future goals of
详细流程 - 预约时间采访，摄像机拍摄，手稿记录。 注意事项 - 事先准备问题列表，挖掘创业故事和企业经营理念。
the company. Detailed Processes - Make an interview appointment, DV recording, preparing note notes - To have the question list prepared and focusing on how the company is established and its management ideas.
采访问题包括- {问题列表作为参考，
Interview questions
采访可根据情况调整}
- {questions only for references and can be refined according to actual conditions.}
1
企业经营的的最终目的 - {企业核心价值定位}
1
What’s the final goal of company? {The company‘s
2
企业研发产品和服务的原因 - {产品功能定位}
2
What’s the original intention of the product?
3
企业所面临的最终客户是谁 - {目标人群定位}
3
Who are the target audiences of the company?
4
企业的经营能给客户带来什么 - {目标人群沟通定位}
4
What does the company bring to customers?
5
企业内部组织运作方式 - {企业运营方式}
5
How is the internal structure of the company?
6
企业内部利益群体组成 - {企业核心运营力}
6
What’s the structure of company beneficial groups?
7
企业长期宣传计划 - {长期营销规划}
7
What is the company’s long term advertising plan?
8
企业短期宣传计划 - {短期营销规划}
8
What is the company’s short term advertising plan?
core values}
{Product performance and function}
{Target audiences}
{The company features}
{Company’s operating methods}
{Who runs the company and who benefits from it}
{Long term marketing plan}
{Short term marketing plan}
第二章 — 中国的品牌化设计
分享
让客户来决定未来的产品
Chapter 2 - branding design in China
sharing
Let customers to decide the future products
计划时间 - 1天
planned time - One day
方法概要 - 1. 分发一些带有场所和不同条件下公司的产品或者 服务被使用的卡片，让顾客来根据他们的喜好选择 在什么场所和条件下使用公司的服务或者产品，并与 其他人分享他们的选择。
outline summary - 1. Distribute cards that have places and conditions to use the company’s products or services. Let customers to choose in which place and condition they prefer the most to use the product or service, and
2 . 分发一些带有公司产品或者服务特点和功能的卡 片，让顾客对这些卡片按照自己的喜好来进行分类， 并与其他人分享他们的选择。
have participants to share their answers with others. 2. Distribute cards that have all the features
注意事项 - 注意客户如何分享他们的选择和答案与他人，他们的 选择反应了他们对公司产品或服务的期望。
and functions of the company’s product or services. And let customers to grade and classify them according to their preferences, and have participants to share their answers with others. notes - Pay attention to how the customers share their chooses and answers to others. Their chooses reflect their expectations to the company’s product or services
执行步骤- {步骤作为参考，采访可根据
Execution steps
情况调整}
- {Steps only for references and can be refined according to actual conditions.}
1
准备一系列在不同条件下和场所公司产品，服务被使用的卡片
1
Preparing sets of cards that have places and conditions
2
找到5到20个参与者并让他们根据喜好选择卡片。
2
Find 5-20 participants and to have them to choose
3
准备一系列有公司产品所有特征和功能的卡片。
3
Preparing sets of cards that have all the features and
4
找到5到20个参与者并让他们根据喜好对卡片排序。
4
Find 5-20 participants and to have them to rank the
5
与同事举行会议并总结客户对产品特征和功能的喜好。
5
Have a meeting with co-workers to summaries customers
to use the company’s products or services.
according to their preferences among the cards.
functions of the company’s product or services.
cards according to their preferences among the cards.
preferences toward the feature and the function of the company’s product or services.
品牌设计流程
Branding design process
信息收集的关键是从 不同角度，和对象来 获得一切关于公司的 信息。它将会帮助我 们确定品牌设计的大 概方向。 The key of the information gathering step is to acquire information from different angles and from different personals about the products or services of the brand that is being branded. It helps us to find out a direction to brand the company.
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第二章 — 中国的品牌化设计
2
过滤 结果
Chapter 2 - branding design in China
在第二步过滤结果中，根据我们之前得到的信息和客户期望来进行优化，从中 得出最可靠的和最普遍的问题。 In step two result filtering, according to the information and feedbacks we received about the customer’s expectations of the products. We are to refine the feedbacks and results to find out the most credible and common ones
Result Filtering
下方图形在视觉上解释了关于过滤结果的步骤 The graphics down below visually explain the process of result filtering
在第二步中最 重要的一点是 找出最普遍的
我们从第一步中得到了很多信息，在这我们把所有的 信息进行分类和挑选，并选出最可靠的信息来对品牌 设计进行指引。 The Information and feedbacks we gathered in step one are many. Here, we are to have all the Information refined and filtered and select the most reasonable ones to give direction to the company branding design.
关于顾客和公 司产品之间的 因果关系。 The most important idea for the step two is to find out the most common causalities between customers and the products of the company.
*下页提供了一个关于过滤结果的样板调查方法表格 *Next page offers an examples of result filtering method regarding Result Filtering
品牌设计流程
跟踪记录
Branding design process
在真实环境中理解参与者的选择
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tracking
To understand participant’s choose in living environment
计划时间 - 2-5天
planned time - Two - Five days
方法概要 - 1. 记录，写下并了解参与者在真实生活中关于提供信息 的生活习惯和生活状况，但是不要与参与者互动。
outline summary - 1. To understand participant’s feedbacks in living environment, recording, noting participant’s daily behavior, living condition and
2 . 在进行调查前先与参与者相处并建立相互理解。并 用调查结果和之前得到的信息进行对比，从而发现因 果联系和信息的可靠性。
style, but don’t interfere with the participants. 2. Spend time with participants to build understanding before the research starts, and
注意事项 - 跟踪调查的目的是通过跟踪记录而发现参与者的生活 习惯与风格，并不是记录和听取他们事后说了些什么。
compare their daily behavior records with their feedbacks and answers from the step one Information gathering to find out the causality and the reliability of the feedbacks. notes - The objective of the research it to find out participant’s living style and behavior in living environment through recording, but not to listen to and write down what they are telling afterward.
执行步骤- {步骤作为参考，采访可
Execution steps
根据情况调整}
- {Steps only for references and can be refined
1
找到5到20个参与者并记录他们有关于提供产品信息的 真实生活，但是不要干扰参与者的行为。
according to actual conditions.}
1
Find 5-20 participants to record or write down their daily behavior according to the feedbacks they provide, but don’t interfere with them.
2
把结果制作成包含时间，地点和时间的表格，并用它来代 表顾客中的一类。
2
Make the records to forms that include time, place, and event, and use the profile to represent one kind of target audiences of the company.
第二章 — 中国的品牌化设计
3
信息 研究
Chapter 2 - branding design in China
在第二步过滤结果中，根据我们之前得到的信息和客户期望来进行优化，从中 得出最可靠的和最普遍的问题。 In this step, we analyze the Information passed down from step two in four angles to find out possible branding design solutions to response to the feedbacks and reach customer’s expectations.
Information Analysis
下方图形在视觉上解释了关于信息研究的步骤 The graphics down below visually explain the process of information analysis
在这我们要找 到能够达到来 自四个方面的 期望的品牌设 计方案。
产品角度
生产者角度
The angle of product
The angle of producer
行业角度
顾客角度
The angle of industry
The angle of customer
我们从第一步中得到了很多信息，在这我们把所有的 信息进行分类和挑选，并选出最可靠的信息来对品牌 设计进行指引。 To find out possible branding design solutions that reach customer’s expectations we concluded in step one and two. We need to use four angles, the angle of product, the angle of producer, the angle of industry and the angle of customer to think and solve the feedbacks with branding design solutions.
We are here to find a branding design solution that reaches the expectations from all four angles.
*下页提供了一个关于信息研究的样问题举例 *Next page offers example questions of information analysis regarding Information Analysis
品牌设计流程
Branding design process
01/02
当进行信息研究时，我们应注意从全部四个角度来 考虑并得出最适合的品牌设计方案，从而满足各界 的需求。 When doing the step of information analysis, we need to take considerations from all four angles in order to come up with the most appropriate branding design solutions to satisfy expectations from all directions.
问题举例- {品牌设计解决方案需
example questions
要解决以下问题}
- {Branding design solutions should answer following questions.}
1
为什么制作这个产品，这个产品能有什么功能？
1
Why this product is made and what is this product
2
为什么生产者会生产这个产品而不是其他产品？
2
Why producers manufacturer this product but not
3
这个商品会对本行业带来怎样的影响，它将 如何影响本行业？
3
How this product effects its industry and what changes
4
是什么让顾客在这个产品上花钱，它又能帮 顾客做什么？
4
What makes customers spend money on the product
made to do?
something else?
it brings to its industry?
and how does the product help customers?
第二章 — 中国的品牌化设计
4
产品 定性 Nature of the Brand
Chapter 2 - branding design in China
在我们为品牌找到了合适的品牌设计方案之后，现在是设计与品牌领域行业相 对应的视觉和风格的时候了。我们在此先要确定品牌和其产品的行业从属，从 而设计与其行业相关的设计视觉。 After we find out an appropriate branding design solution for the brand, It’s time to carry out the plan by using design actions. To come up with the visual and style that speaks and explains the product and the industry that the product belongs. We are here to find out the natural of the product and what visual language is appropriate for the industry it belongs.
下方图形在视觉上解释了关于产品定性的步骤概念 The graphics down below visually explain the concept of Nature of the Brand
不同的行业和 产品常常有他 们独特的视觉 语言来代表自 己，在这我们 要确保我们的 品牌设计视觉
品牌存在于各个行业中也有不同的种类，每个行业和种类常常有 自己的视觉语言来，从颜色，形状，图形，或者字体上代表自己。 在这一步，我们要把对品牌的设计选择对应到与其相对应的行业 中，来确保品牌的设计语言表达了品牌自身和品牌所在行业的视 觉语言。 Brands spread all over all kinds of industries and has many different categories. Each industry often has its unique visual language that speaks and stands for the industry, such as color, shape, graphic or type style. In this step, we are here to put our brand in the right industrial category and make sure our branding design visual language speaks for the industry and the product.
选择适用于品 牌和品牌产品 所在的行业。 Different industries and products have different visual languages that speak for them. We are here to make sure our
*以下提供了一个关于过滤结果的样板调查方法表格
branding design choice fits into the visual
*Next page offers example questions regarding Nature of
language of the industry of the brand.
the Brand
品牌设计流程
Branding design process
01/02
回答下面的问题来判断品牌设计的视觉语言是否代 表了品牌所在行业的视觉语言。 Answer the questions down below to see if the visual choice of the branding design speaks and explains the product and its industry.
问题举例- {品牌设计解决方案需
example questions
要解决以下问题}
- {Branding design solutions should answer following questions.}
1
如果我是这个品牌，我希望如何被别顾客看到？
1
If I am the brand, how do I hope customers to see me?
2
如果我是这个品牌，我为什么被生产出来？
2
If I am the brand, what am I made to do?
3
如果我是这个品牌，我希望展现哪一方面给 顾客？
3
show to customers?
4
如果我是这个品牌，我将如何表达自己独特 的功能和特点？
4
unique functions and aspects?
5
如果我是这个品牌，我的性格和信仰是什么？
5
my believes?
6
如果我是这个品牌，我将如何做和说来表达自己 的观点？
6
viewpoints?
7
如果我是这个品牌，我如何在同类产品的竞争中 生存下去？
7
If I am the brand, how do I survive the competition
8
如果我是这个品牌，我如何来回报我的生产者 和生产商？
8
If I am the brand, how do I repay my manufacturer
9
如果我是这个品牌，我如何赢得消费者的信任？
9
10
如果我是这个品牌，我可以做些什么来帮助和 贡献消费者？
10
If I am the brand, which aspect of myself I want to
If I am the brand, how am I going to express my
If I am the brand, what are my characteristics and
If I am the brand, what will I do and say to express my
between other similar brands?
and producer?
If I am the brand, how can I gain trusts from customers?
If I am the brand, what can I do to help and contribute my customer?
第二章 — 中国的品牌化设计
Chapter 2 - branding design in China
1
信息 收集 Information Gathering
2
2
品牌设计流程
过滤 结果 Result Filtering
Branding design process
3
信息 研究 Information Analysis
01/02
4
产品 定性 Nature of the Brand
到这里，我们已经获得了关于 品牌设计的所有信息和创意。 品牌的视觉，颜色，字体，图形 以及其他都已经被设计成了一 套紧密结合的系统。 下一步就 是将这个系统应用到品牌设计 的承载体上。 At this point, we already gathered all the information and ideas of the branding design. The visual, color, type, graphics and everything of the brand has been designed into a cohesive system. Next step is to apply the system and design on all the deliverables of the brand.
第二章 — 中国的品牌化设计
5
设计 执行 Design execution
Chapter 2 - branding design in China
现在是利用风水构图模型和风水汉字网格把设计好的品牌视觉系统应用到品 牌设计载体上的时候了。品牌设计的载体是多种多样的，它的种类在很大程度 上取决于品牌和公司的需求。最常见的品牌设计载体如下。 Now It’s time to apply the branding design visual system on the branding design deliverables by using the model of Feng-shui composition and the Feng-shui character gird. Deliverables of a branding design can be various depending on the need of the company or brand. The most common branding design deliverables are listed below.
品牌设计常见载体 the most common branding design deliverables
1
标识
2
标志性语言
在应用品牌设
3
名片
计视觉系统到
4
信头
品牌的载体上
5
信封
时，时刻记住
6
贺卡
从步骤一到步
7
标识
8
礼品卷
9
车站广告
骤四而得出的 结果。 Always keep results obtained through step
Logo
Tagline
Business cards
Letterhead
Envelopes
Greeting cards
Gift certificates
Gift cards
Bus shelter advertising
12
电子广告
13
印刷广告
14
引导标识
15
商业表格
16
预约卡
17
网站
18
企业手册
19
吊旗
20
衬衫
21
公司墙纸
22
明信片
Digital advertising
Print advertising
Signage
Business forms
Appointment cards
Website
company Brochure
Trade Show Banners
Shirts
one to step four in mind when applying the branding design system on the deliverables.
10 11
自行车停车架广告 Bike rack advertising
海报 Advertising posters
Wallpaper design
Postcards
品牌设计流程
Branding design process
风水构图模型和风水汉字 网格是由中国汉字和东方 审美标准发展而来的。当品 牌设计需要强烈的中国风 和中国特性的情况下是强 烈推荐使用的。 The model of Feng-shui composition and the Feng-shui character gird are made base on Chinese characters and the oriental aesthetic standard. They are strongly recommended to use when the branding design requires strong Chinese style and Chinese characteristics.
01/02
最 好 的 品 牌 是 智 慧 洞 察 力 想 象 力 和 制 作 的 结 晶
The best brands marry intelligence and insight with imagination and craft.
第三章 Chapter Three
从案例中学习
Learning from the case studies 124
中联重工品牌设计
145
中国航空品牌设计
Zoomlion Heavy Industry branding design
China air branding design