CHANGFENG SEED COMPANY BRAND IDENTITY GUIDELINES
COMPANY STORY
02
ChangFeng is an agriculture company at its best in Shanghai, China, and has over 20 years history of focusing on highest quality Asian seeds development. Our patients and conditions bring not only best sales in the f ield of agriculture but also delight the diverse palates of our customers. We offer over 100 seed varieties that produce organic vegetables or traditional heirloom vegetables of China, to the Asian vegetables popularly found in farmers’ markets, specialty grocery stores and restaurants. Now you can grow them in your kitchen garden, sell them at your garden center and grow them commercially. The company that for more than 30 years has stood for quality, quantity, innovation and, above all, for farmers.
CORPORATE IDENTITY
CHANGFENG S E E D C O M PA N Y
常丰 种业公司
LOGO COMBINATION
08
CORPORATE IDENTITY
TYPOGRAPHY
09
CORPORATE IDENTITY
ADOBE CASLON REGULAR
HALIS GR BLACK
HALIS GR BOOK
THE QUICK
THE QUICK
THE QUICK
WHITE FOX
WHITE FOX
WHITE FOX
JUMPS OVER
JUMPS OVER
JUMPS OVER
THE FAT DOG.
THE FAT DOG.
THE FAT DOG.
abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*().,?:;
a b c d e fg h i j k l m n o p q r s t u v w x y z 0123456789 !@#$%^&*().,?:;
a b c d e fg h i j k l m n o p q r s t u v w x y z 0123456789 !@#$%^&*().,?:;
TYPOGRAPHY
10
CORPORATE IDENTITY
HEITI SC REGULAR
HEITI SC LIGHT
一只小白狗
一只小白狗
快速地跃过
快速地跃过
狐狸身边。
狐狸身边。
0123456789 !@#$%^&*().,?:;
0123456789 !@#$%^&*().,?:;
COLOR PALETTE
11
TOYO 0367 R: 0 G: 154 B: 197
CORPORATE IDENTITY
TOYO 0472 R : 1 71 G: 149 B : 2 04
TOYO 0 0 49 R: 245 G: 16 4 B: 28 5
TOYO 1018 R: 25 2 G: 19 3 B: 40
TOYO 0 25 0 R: 125 G: 20 8 B: 120
TOYO 0 277 R: 70 G: 18 8 B: 131
TOYO 004 6 R: 21 3 G: 0 B: 65
STATIONERY
12
COLLATERALS
CORPORATE IDENTITY
CHANG FENG S E E D C O M PA N Y
132 WEST 23RD STREET
N E W YO R K , N Y 1 0 0 0 1
TELEP HONE +1.212.714.5123
C H A N G F E N G S E E D . C O. C H
Alex Tsui, MooLight Inc. 50 Canal Street, NY, 10013 New York, United States New York, March 10, 2016 Dear Alex, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque feugiat porta lorem, id tempor lorem consectetur vitae. Proin vel suscipit est. Aliquam ac feugiat nulla. Vivamus euismod vel ex vel lobortis. Praesent auctor, nibh non pharetra vestibulum, massa lacus porta justo, nec dictum neque nibh vel est. Duis id efficitur neque, vitae eleifend nibh. Sed odio elit, commodo sit amet molestie at, placerat ac nibh. Phasellus lacinia tempor mollis. Etiam sit amet laoreet tellus, ut tincidunt ligula. Aenean lorem justo, posuere non odio quis, imperdiet consectetur diam. Sed mi augue, feugiat eget sollicitudin id, laoreet id risus. Morbi at sagittis lorem, sit amet vehicula purus. Nulla dignissim placerat nisl, sit amet ullamcorper urna volutpat non. Donec vestibulum sodales porttitor. In pharetra sit amet nunc a laoreet. Sed varius eros et leo tristique consequat. Donec sagittis dolor at elit eleifend, nec dapibus mauris fermentum. Proin interdum urna sit amet nunc convallis, a bibendum odio tempor. Suspendisse tellus elit, molestie vitae ornare non, feugiat non leo. Nam bibendum, odio sit amet accumsan lacinia, sapien erat varius enim, vitae accumsan dolor ligula sed felis. Pellentesque sollicitudin urna accumsan, dapibus dui et, dignissim felis. Ut pulvinar nec dolor et congue. Yours sincerely,
Yiyun Xu
1 3 2 W E S T 2 3 R D S T R EE T N E W YO R K N Y 1 0 0 0 1
STATIONERY
13
CHANG FENG S E E D C O M PA N Y
BUSINESS CARDS
CHANG FENG S E E D C O M PA N Y
CHANG FENG S E E D C O M PA N Y
CORPORATE IDENTITY
CHANG FENG S E E D C O M PA N Y
CHANG FENG S E E D C O M PA N Y
CHANG FENG S E E D C O M PA N Y
YIYUN XU TO M ATO D I R E C TO R XU@CHANGFENGSEED.CO.CH
YIYUN XU P E P P E R D I R E C TO R XU@CHANGFENGSEED.CO.CH
YIYUN XU P E A D I R E C TO R XU@CHANGFENGSEED.CO.CH
YIYUN XU B R O C C O L I D I R E C TO R XU@CHANGFENGSEED.CO.CH
YIYUN XU E G G P L A N T D I R E C TO R XU@CHANGFENGSEED.CO.CH
YIYUN XU P OTATO D I R E C TO R XU@CHANGFENGSEED.CO.CH
132 WEST 23RD STREET N E W YO R K , 1 0 0 01 212. 714. 5123 CHANGFENGSEED.CO.CH
132 WEST 23RD STREET N E W YO R K , 1 0 0 01 212. 714. 5123 CHANGFENGSEED.CO.CH
132 WEST 23RD STREET N E W YO R K , 1 0 0 01 212. 714. 5123 CHANGFENGSEED.CO.CH
132 WEST 23RD STREET N E W YO R K , 1 0 0 01 212. 714. 5123 CHANGFENGSEED.CO.CH
132 WEST 23RD STREET N E W YO R K , 1 0 0 01 212. 714. 5123 CHANGFENGSEED.CO.CH
132 WEST 23RD STREET N E W YO R K , 1 0 0 0 1 212. 714. 5123 CHANGFENGSEED.CO.CH
54 CHANG FENG
S E E D C O M PA N Y name
date by
|
ship to
|
0114178
note
manager
no .
qnt
total
contact
signature
WOLFGANG MOZART yellow pepper no. 54 - 55
WOLFGANG MOZART red pepper no. 51 - 53
WOLFGANG MOZART green pepper no. 45 - 50
WILHELM WAGNER green broccoli no. 5 - 12
14
WILHELM WAGNER broccoli no. 1 - 4
YUNDI LI potato no. 1 - 5
YO-YO MA pea no. 1 -4
SANSKRIT pak choi
LUDWIG BEETHOVEN eggplant no. 1 - 3
JOHANN BACH cilantro no. 1 - 8
JACQUELINE DU PRE green cabbage no. 1 - 7
GIOACCHINO ROSSINI tomato no. 8 - 18
GIOACCHINO ROSSINI helmi tomato no. 1 - 7
FRANZ SCHUBERT watermelon no. 1 - 12
SEED CATEGORY
STATIONERY INVOICE & TAG CORPORATE IDENTITY
STATIONERY
15
POSTCARDS
CORPORATE IDENTITY
STATIONERY
16
TOTE BAG
CORPORATE IDENTITY
STATIONERY
17
UNIFORM GRAPHIC
CORPORATE IDENTITY
LABORATORY
18
COLLATERALS
CORPORATE IDENTITY
LABORATORY
19
PAPER WITH SEEDS IMBEDDED
CORPORATE IDENTITY
LABORATORY
20
PAPER WITH SEEDS IMBEDDED
CORPORATE IDENTITY
PACKAGING DESIGN
21
PRODUCTS
CORPORATE IDENTITY
CHANG FENG
CHANG FENG
CHANG FENG
CHANG FENG
CHANG FENG
CHANG FENG
CHANG FENG
CHANG FENG
CHANG FENG
CHANG FENG
CHANG FENG
CHANG FENG
S E E D C O M PA N Y
S E E D C O M PA N Y
S E E D C O M PA N Y
S E E D C O M PA N Y
S E E D C O M PA N Y
S E E D C O M PA N Y
S E E D C O M PA N Y
S E E D C O M PA N Y
S E E D C O M PA N Y
S E E D C O M PA N Y
S E E D C O M PA N Y
S E E D C O M PA N Y
PACKAGING DESIGN
22
Our labotory found that the music of Yundi Li helped plants the potato grown at a faster pace, and is evidence that plants have genes that enable them to “hear”. Our team monitored gene expression - the process by which a plant’s DNA code is translated into instructions for biological processes such as growth - in the -potao. The boffins noted that sounds at 125Hz and 250Hz made genes rbcS and Ald, that are known to respond to light, more active whereas sound waves at 50HZ made these genes less active, reports the Telegraph. Since these genes respond to light, the team repeated to the experiments in the dark to check whether or not it was the sound, and not the light, that was making the genes more active. We now suggest that our discovery could in future enable farmers to switch specific plant genes on and off-potentially making potato at certain times or grow more quickly.
PACKAGING FOR SHIPPING
CORPORATE IDENTITY
PACKAGING DESIGN
23
Our team found that the music of Sanskrit plants the garlic grown at a faster pace, and is evidence that plants have genes that enable them to “hear�. The boffins noted that sounds at 125Hz and 250Hz made genes rbcS and Ald, that are known to respond to light, more active whereas sound waves at 50HZ made these genes less active, reports the Telegraph. Since these genes respond to light, the team repeated to the experiments in the dark to check whether or not it was the sound, and not the light, that was making the genes more active. We now suggest that our discovery could in future enable farmers to switch specific plant genes on and off-potentially making potato at certain times or grow more quickly.
PACKAGING FOR SHIPPING
CORPORATE IDENTITY
PACKAGING DESIGN
24
The effect of music on plant growth is still a debatable subject among scientists and experts. Many experiments have been performed by both scientists and students to prove that plants can grow better and faster when they are provided with musical stimulation. Music actually consists of sound waves that travel through the air at varying frequencies and f inally reaching our ear drums to be recognized as sound and music. When the plant is exposed to the same music, it also receives the same sound waves and could in fact be receiving some form of stimuli that we are yet able to understand. The experiments done by our scientists have shown that eggplants grew more quickly after being exposed to musical stimulation. Most scientists will agree that seeds that are exposed to music will actually be able to germinate faster.
PACKAGING FOR SHIPPING
CORPORATE IDENTITY
PACKAGING DESIGN
25
In 2013, our lab managers found that the plants in the rock music chamber had grown tall but were drooping, the f lowers had faded, and the stems were bending away from the radio. By the end of two weeks during the experiment, most of the plants in the rock music chamber were dying while the easy listening ones were growing abundantly. W
PACKAGING FOR SHIPPING
CORPORATE IDENTITY
PACKAGING DESIGN
26
Some history that why we named our seeds used musician’s names. The best-known experiment was in 1973 when a researcher in Colorado named Dorothy Retallack put groups of identical plants in two separate laboratories: one where the plants got a steady diet of rock music, the other with easy listening. Another study out of the University of Arizona involved sprouting seeds in four strictly controlled environments — one silent, one with music, one with “healing energy” and one with pink noise, and they found that the seeds that got the music sprouted more quickly and more reliably than those that were not exposed to music.
PACKAGING FOR SHIPPING
CORPORATE IDENTITY
PACKAGING DESIGN
27
The right sounds can produce tremendous improvements in growth, and the wrong sounds can do just the opposite. Plants are more aware of their surroundings than we think, probably much more so than us. It is romantic to think of plants having a taste more for the “intellectual� music, and our lab team f irmly believe this relationship between seeds and music is possible after all of my studies into the amazing world of plants, but in terms of music, we f igured out that Sanskrit is more beloved by pak choi.
PACKAGING FOR SHIPPING
CORPORATE IDENTITY
PACKAGING DESIGN
28
Our lab team is f irmly support that music is for healthy plants and music applications for the garden, greenhouse and agriculture. However, it’s important to become aware that the f ield of the inf luence of music is huge and complex. There is not one technique, but many different ways music, sound frequencies or special sounds can inf luence plant’s life. Tomato is much moretouch by Rossini’s music. Results shows that being around plants and trees, both indoors and outdoors, signif icantly improves our physical, mental and emotional well being. Doctors and holistic health practitioners alike are actively researching the effects of the Music of the Plants in numerous settings, including home, hospitals and the workplace, to better understand how plant music shortens recovery time and aids in overall healing.
PACKAGING FOR SHIPPING
CORPORATE IDENTITY
PACKAGING DESIGN
29
PACKAGING IN STORE
CORPORATE IDENTITY
30
CHINESE STORE
tomato No.
54
seed name
: GIOACCHINO WROSSINI
s ow i n g s e e d s
: OUTDOOR
p u rc h a s e d at e
: 96%
: APRIL 5TH, 2016
CHANGFENG offers over 100 seed varieties that produces organic vegetables or traditional heirloom vegetables from China, to the Asian vegetables popularly found in farmers’ markets, specialty grocery stores and restaurants. Now you can grow them in your kitchen garden, sell them at your garden center and grow them commercially. The company that for more than 30 years has stood for quality, quantity, innovation and, above all, for farmers.
XU@CHANGFENGSEED.CO.CH
p erc e n ta g e s e e d s g er m i n at e
You can use the form below, or talk to us via Wechat or Facebook.
S E E D L A B M A N AG E R
: 50ºF
If you have any technique problems or concerns, please don’t hesitate to get in touch.
TO M ATO G R O U P
s o i l t e m p er at u re
: 30 - 50 DAYS
CONTACT
TIANTIAN QING
132 WEST 23RD STREET
N E W YO R K , N Y 1 0 0 0 1
TELEP HONE +1.212.714.5123
C H A N G F E N G S E E D . C O. C H
d a y s t o e m erg e n c e
CORPORATE IDENTITY
testing in changfeng laboratory
PACKAGING DESIGN
PACKAGING DESIGN
31
CHINESE STORE
CORPORATE IDENTITY
POSTERS
30
CORPORATE IDENTITY
BANNER
34
CORPORATE IDENTITY
BANNER
35
CORPORATE IDENTITY
BANNER
36
CORPORATE IDENTITY
DELIVERY TRUCK
37
CORPORATE IDENTITY
ENVIRONMENT
38
BUILDING
CORPORATE IDENTITY
ENVIRONMENT
39
LABORATORY
CORPORATE IDENTITY
C OM PA N Y P R OMOT I O N
CONTENT STRATEGY
41
INTERACTION DESIGN
CONTENT STRATEGY
G OA L S
WEBSITE
HOME
TA R G E T C LI EN T S
S EED S
C O N T EN T S & S C H ED U LE
FA R M D I A RY
PROMOTION
SUPPORT C O N TAC T CA R T
SITE MAP
D EF I N I T I O N
SEARCH
SITE MAP
O L D V ER S I O N NEW LOOKING
WIREFRAME
HOME S EED S FA R M D I A RY SUPPORT C O N TAC T CA R T SEARCH
CONTENT STRATEGY
42
GOALS
GOALS
CHANGFENG offers over 100 seed varieties that produces organic vegetables or traditional heirloom vegetables from China, to the Asian vegetables popularly found in farmers’ markets, specialty grocery stores and restaurants. Now you can grow them in your kitchen garden, sell them at your garden center and grow them commercially. The company that for more than 30 years has stood for quality, quantity, innovation and, above all, for farmers.
CORPORATE IDENTITY
CONTENT STRATEGY
43
TARGET CLIENTS
FARMERS
We offer over 100 seed varieties that produce organic vegetables or traditional heirloom vegetables of China, to the Asian vegetables popularly found in farmers’ markets, specialty grocery stores and restaurants. The company that for more than 30 years has stood for quality, quantity, innovation and, above all, for farmers.
GARDEN EDIT
You can grow ChangFeng Seeds in your kitchen garden, sell them at your garden center and produce them commercially. Our organic seeds will not only decorate your lovely garden, but also prevent your families from GMO.
VETETARIAN
People who are fond of vegetables, and want the high quality of food. We are their best choice. We provide seeds as well as methods how to plant them well.
CORPORATE IDENTITY
CONTENT STRATEGY
44
CONTENTS
CONTENTS & SCHEDULE
Logo Redesign | Focus on rebuilding the entire system for them Packaging Redesign | Design the modern looking for their seeds Website Redesign | Increase potential clients
SCHEDULE
Farmer Diary | Update when there are events happened Video | Update as often as they can Eblast and Advertisement | Update when there is a new product launch
CORPORATE IDENTITY
CONTENT STRATEGY
45
PROMOTION
PROMOTION
The Farmer Diary pages can be used to promote the eventsin the form of tweeting, posting on Facebook as well as on the website. The Email-blast can be sent to all those who are the clients. The Eblast and Advertisement can be send to the clients when there is a new product launch.
CORPORATE IDENTITY
SITE REDESIGN
46
HOMEPAGE
CORPORATE IDENTITY
www.changefengseed.com
ABOUT
SEED
FARM DIARY
SUPPORT
CONTACT
CART
SEARCH
CHANGFENG S E E D C O M PA N Y
Seed Name Price
Seed Name Price
SHIPPING
© 2016 CHANGFENG SEED COMPANY
telephone :
+8621.718.796.5300
fax :
Seed Name Price
TERMS
+8621.718.548.1161
email :
CF@CHANGFENG.COM
SITE REDESIGN
47
ABOUT
CORPORATE IDENTITY
www.changefengseed.com
ABOUT
SEED
FARM DIARY
SUPPORT
CONTACT
CART
SEARCH
CHANGFENG is a seed company. We offer over 100 seed varieties that produces organic vegetables or traditional heirloom vegetables from China, to the Asian vegetables popularly found in farmers’ markets, specialty grocery stores and restaurants.
ChangFeng is an agriculture company at its best in Shanghai, China, and has over 20 years history of focusing on highest quality Asian seeds development. Our patients and conditions bring not only best sales in the field of agriculture but also delight the diverse palates of our customers.
SHIPPING
© 2016 CHANGFENG SEED COMPANY
telephone :
+8621.718.796.5300
fax :
TERMS
+8621.718.548.1161
email :
CF@CHANGFENG.COM
SITE REDESIGN
48
SEED
CORPORATE IDENTITY
www.changefengseed.com
ABOUT
SEED
FARM DIARY
SUPPORT
CONTACT
CART
Seed Name Price
Seed Name Price
Seed Name Price
Seed Name Price
Seed Name Price
Seed Name Price
SEARCH
Seed Name Price
Seed Name Price
SHIPPING
© 2016 CHANGFENG SEED COMPANY
telephone :
+8621.718.796.5300
fax :
TERMS
+8621.718.548.1161
email :
CF@CHANGFENG.COM
SITE REDESIGN
49
FARM DIARY
CORPORATE IDENTITY
www.changefengseed.com
ABOUT
SEED
FARM DIARY
SUPPORT
CONTACT
CART
SEARCH
HOW TO PLANT TOMATO MORE BETTER? Our team found that the music of SANSKRIT helped plants the grilic grown at a faster pace, and is evidence that plants have genes that enable them to “hear”.
The boffins noted that sounds at 125Hz and 250Hz made genes rbcS and Ald, that are known to respond to light, more active whereas sound waves at 50HZ made these genes less active, reports the Telegraph.
Since these genes respond to light, the team repeated to the experiments in the dark to check whether or not it was the sound, and not the light, that was making the genes more active.
We now suggest that our discovery could in future
enable farmers to switch specific plant genes on and off-potentially making potato at certain times or grow more quickly.
SHIPPING
© 2016 CHANGFENG SEED COMPANY
telephone :
+8621.718.796.5300
fax :
TERMS
+8621.718.548.1161
email :
CF@CHANGFENG.COM
SITE REDESIGN
50
SUPPORT
CORPORATE IDENTITY
www.changefengseed.com
ABOUT
SEED
FARM DIARY
SUPPORT
CONTACT
CART
SEARCH
CHANGFENG LABORATORY SERVICE testing date | APRIL 5, 2016
SEED TESTING
LABORATORY
testing period | 20 DAYS
changfeng seed testing
soil temperature | 50ºF
laboratory prides
sowing seeds | INDOOR | OUTDOOR
itself on offering the most up-to-date and
days to emergence | 30DAYS
comprehensive ser vices
percentage of seeds germinate | 96%
available in the seed t e s t i n g i n d u s t r y.
qualify | YES please tag this to the seed after the testing.
SHIPPING
© 2016 CHANGFENG SEED COMPANY
telephone :
+8621.718.796.5300
fax :
TERMS
+8621.718.548.1161
email :
CF@CHANGFENG.COM
SITE REDESIGN
51
CONTACT
CORPORATE IDENTITY
www.changefengseed.com
ABOUT
SEED
FARM DIARY
SUPPORT
CONTACT
CART
SEARCH
CONTACT If you have any technique problems or concerns, please don’t hesitate to get in touch. You can use the form below, or talk to us via Wechat or Facebook.
Your Name
Your Email
Message
SUBMIT
SHIPPING
© 2016 CHANGFENG SEED COMPANY
telephone :
+8621.718.796.5300
fax :
TERMS
+8621.718.548.1161
email :
CF@CHANGFENG.COM
SITE REDESIGN
52
CART
CORPORATE IDENTITY
www.changefengseed.com
ABOUT
SEED
FARM DIARY
SUPPORT
CONTACT
CART
SEARCH
Tomato No.1 Tomato Director Name CNY Tl5.00 Quantity
5
TOTAL: Tl25.00 CONTINUE TO CHECKOUT
SHIPPING
© 2016 CHANGFENG SEED COMPANY
telephone :
+8621.718.796.5300
fax :
TERMS
+8621.718.548.1161
email :
CF@CHANGFENG.COM
SITE REDESIGN
53
SEARCH
CORPORATE IDENTITY
www.changefengseed.com
ABOUT
SEED
FARM DIARY
SEARCH
SHIPPING
© 2016 CHANGFENG SEED COMPANY
telephone :
+8621.718.796.5300
fax :
SUPPORT
CONTACT
CART
SEARCH
TOMATO|
TERMS
+8621.718.548.1161
email :
CF@CHANGFENG.COM
THANK YOU !
YIYUN XU - YIYUNXU.COM INSTRUCTOR - ERIC CORRIEL INTERACTION DESIGN - 2016