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項目:叶純主播個⼈形象識別系統
客戶:叶純
類別:形象識別設計
叶純主播對藝術、對美有著天生的追求,其聽眾也普遍有對美感、知性、智慧、優雅、知識、情懷有著強烈的認同需求,故一般公版的標識、視覺設計必然滿足不到。善於發現獨特美的謝謝設計通過與葉純主播長時間的交流,深入理解挖掘其個人特點,再結合其傳媒行業屬性打造專屬的個人視覺識別,幫助叶純主播在各種場合和渠道擁有高度專屬性、吻合其個人氣質品位的視覺識別形象,系統地建立獨有的品牌價值壁壘。
城市夜空最溫暖的聲音―葉純主播的聲音如空氣、如光點,不可或缺又不嘈雜不刺眼不喧囂,如春雨一般聲聲入耳,溫暖陪伴城市左右,知心安心。
整體視覺設計創意元素源自城市夜空下萬家燈火的暖心景象。一個個半透明圓點主視覺符號猶如等待家人歸來的一盞盞家燈,又如長街深巷點亮晚歸人腳步的一點點光斑。那是城市裏讓人溫暖安心的一種陪伴:像氧氣、星光,給人安靜、知心卻不可或缺的感覺。
從文字入手設計主標識,用一個個抽象的“圓點”作基本單位元素構成手寫的“純”字,除了呼應視覺創意元素之余,也更直觀可讀地讓人識別記憶到標識,抽象與具象相結合,雅俗共賞。主標識以人為根本,以城市場景為共鳴點,情景交融,賦予了文字豐富的情景內涵。
考慮到使用者並非職業設計操作師,品牌主人翁需要頻繁參與不同內容的公共活動,所以需要重點考慮設計應用元素的版面、字體、元素的規範化而且要易於更換操作,其海報、版圖需要方便適配不同行業照片的風格,否則以後畫面會出現混亂不系統的結果,影響品牌品質、浪費設計成果。
本輔助圖形體系在上述需求背景下應運而生:設定幾個常規尺寸比例的“光斑組合”元素樣板,然後根據實際應用載體長短高低橫豎不一的構圖,去選取匹配相應的“光斑組合”元素中的整體或者局部來使用,從而達到萬變不離其宗的操作目的,在實際應用中靈活多樣,結合品牌標識一起使用強化葉純主播的品牌形象,穩定地維持整個視覺識別設計系統的“情景化、電影感”的質感體驗。
過去固化不變的“貼標”形式已經不適用於當下多變的內容與場景使用需求,而“動態識別體系”無疑是更好的解決方案。單位元素在標識大結構不變的基礎上,根據場合主題不同而變,衍生成為適合金融、女性、心理、教育等行業吻合的形態,又不會失去原有的識別性。根據本品牌容納多樣的欄目需求,建立一個開放性兼容性的品牌系統,更換不同的單位圖形構成其下的子標誌圖形、輔助圖形系統,專用色彩系統和字體規範。