Communication

Tmall Autocare Tuning Center

Extra Form

Country	China
Year	2023
Award	WINNER
Client	Tmall Autocare Tuning Center
Affiliation	Hangzhou Tmall Chezhan Technology Co., Ltd.
Designer	Xie Yanguang, Yu Jie
English	The visual identity design of Tuning Center primarily takes into account brand recognition in offline environments. Meanwhile, brand identity will be ensured by keeping Tmall Autocare's Chinese wordmark as its core. At the same time, we have designed a unique framework representing the Tuning Center’s commitment to a superior car driving experience, through the refinement of the driving route, the shape of the front glass, and the outline of the parent brand symbol. The framework as the brand symbol permits limitless freedom of design, facilitating more.
Native	改装中心作为天猫养车高端子品牌，改装中心品牌形象塑造挑战在于和天猫养车品牌形象的兼容，即凸显天猫养车品牌认知，又保证改装中心的个性。因此，在品牌形象上统一性、关联性尤为重要，应该一眼就能认出改装中心是天猫养车的一项新服务；同时让品牌能够快速、灵活地运用在复杂性自由空间中。 全新的改装中心品牌形象设计，主要考虑了线下环境的使用识别性。继承天猫养车中文字标为核心、以确保品牌固有较高的识别价值；从新定义设计的改装中心字体系列与徽标，增添了速度、激情、力量的形态特征，使其充分体现改装中心的专属性，这些形态倾斜角度与天猫养车中文字标保持一致关联；色彩上天猫养车红色的使用将更为谨慎，黑色及深灰色系的大量引用以适应线下环境，保留品牌血统的同时为其增添纯粹、格调的专业品质感。同时，我们通过对车辆行驶路线、前挡玻璃造型、母品牌符号轮廓的提炼，得到了一个闭合的识别路径框架，象征着改装中心致力于更优越的汽车行驶体验，程式化的品牌识别框架在设计上提供了充分的自由度，突出文字标志、保证品牌各元素相互协调的同时带来更加高效的识别，可以作为视觉框架或链接元素，满足品牌在不同场景中的灵活使用创造一致和显著的品牌视觉体验。
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