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SONAE 品牌识别系统
案例简介：简要说明: 我们面临的挑战是创建一个能够解释该群体巨大多样性的新身份系统。一个新的系统适应不同层次的表现 -- 新媒体、新技术。需要一个 “可以改变衣服但不能改变个性的品牌”。 描述客户的简报: SONAE 一直领先于它的时代。在经营了 50 年之后，这个在世界各地拥有 40,000 多名员工的跨国零售集团批准了深刻的结构变化，并希望以一种充满活力和团结的方式传达这些变化。为了充实这些变化，使它们在视觉上变得有形，有必要创建一个新的身份系统。 描述你是如何到达最终设计的: 在故事中，圆圈是共同的元素，具有主要的、坚实的作用。这是一个视觉基础。我们还决定，一个品牌不仅仅是一个想法: 它是一个 immense 的多样性的想法和接触点 unified 在一个统一的方式。我们创建了一个三层建筑体系，形成了多维、变质和多色的品牌。为了管理这种雄心，我们为项目建立了一个技术主机: 一个视觉生成器，它是无限数量应用程序的坚固和技术质量的保证。 表明市场的结果有多成功: 仅在六个月内，新品牌就产生了集团历史上无与伦比的热情，从而实现了向变革和未来发出信号的目标。
SONAE 品牌识别系统
案例简介：Brief Explanation: We were challenged to create a new identity system capable of interpreting the group’s great diversity. A new system adapted to different levels of representation – new media, new technologies. A “brand that can change its clothes, but not its character," was needed. Describe the brief from the client: SONAE has always been ahead of its time. After 50 years in business, the multinational retail group with over 40,000 staff across the world approved deep structural changes, and wanted to communicate those changes in an energetic and rallying way. In order to give substance to those changes, making them visually tangible, it was necessary to create a new system of identity. Description of how you arrived at the final design: In the story, the circle is the common element, with a primary, solid role. It is a visual foundation. We also decided that a brand is not just one idea: It is rather an immense multiplicity of ideas and points of contact organised in a unified way. We created a three-layer construction system resulting in multidimensional, metamorphic and multi-coloured brand. In order to manage this level of ambition we set up a technical mainframe for the project: a visual generator, which is a guarantee of the sturdiness and technical quality of the infinite number of applications. Indication of how successful the outcome was in the market: In just six month the new brand has generated an enthusiasm that is unparalleled in the history of the group, thus achieving the aims of signalling change and the future.
SONAE BRAND IDENTITY SYSTEM
案例简介：简要说明: 我们面临的挑战是创建一个能够解释该群体巨大多样性的新身份系统。一个新的系统适应不同层次的表现 -- 新媒体、新技术。需要一个 “可以改变衣服但不能改变个性的品牌”。 描述客户的简报: SONAE 一直领先于它的时代。在经营了 50 年之后，这个在世界各地拥有 40,000 多名员工的跨国零售集团批准了深刻的结构变化，并希望以一种充满活力和团结的方式传达这些变化。为了充实这些变化，使它们在视觉上变得有形，有必要创建一个新的身份系统。 描述你是如何到达最终设计的: 在故事中，圆圈是共同的元素，具有主要的、坚实的作用。这是一个视觉基础。我们还决定，一个品牌不仅仅是一个想法: 它是一个 immense 的多样性的想法和接触点 unified 在一个统一的方式。我们创建了一个三层建筑体系，形成了多维、变质和多色的品牌。为了管理这种雄心，我们为项目建立了一个技术主机: 一个视觉生成器，它是无限数量应用程序的坚固和技术质量的保证。 表明市场的结果有多成功: 仅在六个月内，新品牌就产生了集团历史上无与伦比的热情，从而实现了向变革和未来发出信号的目标。
SONAE BRAND IDENTITY SYSTEM
案例简介：Brief Explanation: We were challenged to create a new identity system capable of interpreting the group’s great diversity. A new system adapted to different levels of representation – new media, new technologies. A “brand that can change its clothes, but not its character," was needed. Describe the brief from the client: SONAE has always been ahead of its time. After 50 years in business, the multinational retail group with over 40,000 staff across the world approved deep structural changes, and wanted to communicate those changes in an energetic and rallying way. In order to give substance to those changes, making them visually tangible, it was necessary to create a new system of identity. Description of how you arrived at the final design: In the story, the circle is the common element, with a primary, solid role. It is a visual foundation. We also decided that a brand is not just one idea: It is rather an immense multiplicity of ideas and points of contact organised in a unified way. We created a three-layer construction system resulting in multidimensional, metamorphic and multi-coloured brand. In order to manage this level of ambition we set up a technical mainframe for the project: a visual generator, which is a guarantee of the sturdiness and technical quality of the infinite number of applications. Indication of how successful the outcome was in the market: In just six month the new brand has generated an enthusiasm that is unparalleled in the history of the group, thus achieving the aims of signalling change and the future.
SONAE 品牌识别系统
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SONAE BRAND IDENTITY SYSTEM
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