同仁堂健康品牌項(xiàng)目設(shè)計(jì)提案-第五輪-母品牌

同仁堂健康品牌項(xiàng)目設(shè)計(jì)提案

TRT

Health

Design

Presentation

2015年7月24日

同仁堂健康

TRTHealth生命的靈感InspirationoflifeTRTHealth今日議程

Agenda同仁堂健康母品牌TRTHealth（1）基本元素Basicelements（2）VI系統(tǒng)方案Systemoptions:方案一Optionshape方案二Optiontexture子品牌標(biāo)識(shí)設(shè)計(jì)探索

上一輪提案反饋

Feedbacksummary我們認(rèn)可以紅色為主色調(diào)，金色作為點(diǎn)綴的色彩系統(tǒng)，咖色在實(shí)際應(yīng)用中仍然存在問題；類似“二分法”的整體VI規(guī)劃系統(tǒng)不認(rèn)可，整體設(shè)計(jì)過于簡(jiǎn)單，在后期的執(zhí)行中需要質(zhì)量非常高的圖片來展現(xiàn)，且最終效果也未能達(dá)到預(yù)期；建議VI視覺規(guī)劃系統(tǒng)進(jìn)行再創(chuàng)意，要求體現(xiàn)同仁堂健康歷史傳承與時(shí)代創(chuàng)新的兩個(gè)部分，本次VI系統(tǒng)中的關(guān)于傳統(tǒng)文件傳承的部分幾乎沒有，時(shí)代創(chuàng)新部分的力度又顯得比較弱；01

基本元素

BasicElementsInspirationoflifeTRTHealth01.1

品牌標(biāo)識(shí)

LogoInspirationoflifeTRTHealthTRTHealth-Inspirationoflife7品牌標(biāo)識(shí)

LogoTRTHealth-Inspirationoflife8同仁堂印章Thesealofheritage標(biāo)識(shí)象征著同仁堂百年來的傳統(tǒng)和地位，代表了歷史感與現(xiàn)代感之間的完美平衡ThesymbolrepresentsTRT’s

authorityandhighlightsitsheritage.ThelogotypestrikesabalancebetweenTRT’slonglivedhistory

anditsmodernity.01.2

色彩體系

ColorInspirationoflifeTRTHealth基礎(chǔ)顏色

Basecolors:TRT’sofferTRTHealth-Inspirationoflife10原始材料：代表自然的米色Rawingredients:Naturalbeige

同仁堂擁有百年來積累的中醫(yī)藥經(jīng)驗(yàn)，代表著最天然的原材料改善配方：代表科技的薄荷綠Refinedchemistry:Scientificmint

薄荷綠代表著同仁堂健康在產(chǎn)品和工藝上的創(chuàng)新最高品質(zhì)：代表純凈的白色Highquality:Purewhite

白色代表著純凈和同仁堂健康產(chǎn)品的最高品質(zhì)提亮顏色

Highlightcolors:TRTpast,present&futureTRTHealth-Inspirationoflife11過去：代表傳統(tǒng)的紫檀色Past:HeritageZitan

長久以來，紫檀一直象征著高貴的身份和尊貴的低位，尤其是在同仁堂創(chuàng)立的清代；紫檀色代表著同仁堂的悠久歷史。當(dāng)下：代表現(xiàn)代的皇家紅Present:Modernizedroyalred

紅色代表著喜悅、幸運(yùn)、以及更加現(xiàn)代和強(qiáng)大的同仁堂健康。未來：代表科技的銅金色Future:Technologydrivencopper

由于銅擁有獨(dú)特的化學(xué)性質(zhì)和優(yōu)越的導(dǎo)電性，一直是工業(yè)上非常重要的材料之一；銅金色代表著同仁堂健康在科技上的不斷創(chuàng)新。色彩體系

ColorpaletteTRTHealth-Inspirationoflife1201.3

圖片風(fēng)格

ImageryInspirationoflifeTRTHealth細(xì)節(jié)處體現(xiàn)靈感

DetailsthatinspireTRTTRTHealth-Inspirationoflife14大場(chǎng)景中的靈感

ThebiggerpictureofinspirationTRTHealth-Inspirationoflife1502.1

VI系統(tǒng)方案一

Systemoption1

ShapeInspirationoflifeTRTHealth視覺系統(tǒng)概念：靈感之印

Visualsystem:RevealingtheensealedinspirationTRTHealth-Inspirationoflife17視覺系統(tǒng)概念：靈感之印

Visualsystem:RevealingtheensealedinspirationTRTHealth-Inspirationoflife18發(fā)現(xiàn)靈感Revealinginspiration

同仁堂印章代表著傳統(tǒng)和品質(zhì)，它將我們靈感的來源——百年來的知識(shí)和經(jīng)驗(yàn)封存在信封中。ThelogoactsasanauthenticationofTRT’sheritageandquality.Itenseals

centuriesofknowledgeandmystery.TheenvelopekeepsthisknowledgesafeguardedbutrevealsTRTssourcesofinspiration.應(yīng)用項(xiàng)目

ApplicationrangeTRTHealth-Inspirationoflife19特殊應(yīng)用Impact&specific普通應(yīng)用Dailyuse&generic1D2D3D1D應(yīng)用項(xiàng)目

1DApplicationsTRTHealth-Inspirationoflife20特殊應(yīng)用Impact&specific普通應(yīng)用Dailyuse&generic1D2D3DAdsDigitalAds廣告

PrintAdTRTHealth-Inspirationoflife21宣傳海報(bào)

PosterTRTHealth-Inspirationoflife22戶外廣告

BillboardTRTHealth-Inspirationoflife23數(shù)字會(huì)員卡

DigitalmembershipTRTHealth-Inspirationoflife242D應(yīng)用項(xiàng)目

2DApplicationsTRTHealth-Inspirationoflife25特殊應(yīng)用Impact&specific普通應(yīng)用Dailyuse&generic1D2D3DBusinesscardReg.letterheadPrem.letterheadMembershipcardEmployeecard普通信紙

RegularletterheadTRTHealth-Inspirationoflife26名片

BusinesscardTRTHealth-Inspirationoflife27名片紙張和工藝

Businesscardpaper&finishingsTRTHealth-Inspirationoflife28員工卡

EmployeecardTRTHealth-Inspirationoflife29會(huì)員卡MembershipcardTRTHealth-Inspirationoflife303D應(yīng)用項(xiàng)目

3DApplicationsTRTHealth-Inspirationoflife31特殊應(yīng)用Impact&specific普通應(yīng)用Dailyuse&generic1D2D3DReg.envelopePrem.envelopeBrochurePaperbag普通信封

RegularenvelopeTRTHealth-Inspirationoflife32普通文具材質(zhì)和工藝

RegularstationeryfinishingsTRTHealth-Inspirationoflife33員工手冊(cè)

HandbookTRTHealth-Inspirationoflife34高級(jí)文具

PremiumstationeryTRTHealth-Inspirationoflife35高級(jí)文具材質(zhì)和工藝

PremiumstationeryfinishingsTRTHealth-Inspirationoflife36品牌手冊(cè)封面

BrochurecoverTRTHealth-Inspirationoflife37品牌手冊(cè)封面材質(zhì)和工藝

BrochurecoverfinishingsTRTHealth-Inspirationoflife38品牌手冊(cè)內(nèi)頁

BrochurespreadTRTHealth-Inspirationoflife39禮品袋

PaperbagTRTHealth-Inspirationoflife40禮品袋材質(zhì)和工藝

PaperbagfinishingsTRTHealth-Inspirationoflife41VI系統(tǒng)方案一總覽

SystemshaperangeoverviewTRTHealth-Inspirationoflife42Impact&specificDailyuse&generic1D2D3DAdsDigitalBusinesscardReg.letterheadReg.envelopeAdsPrem.letterheadMembershipcardEmployeecardPrem.envelopeBrochurePaperbag02.2

VI系統(tǒng)方案二

Systemoption2

TextureInspirationoflifeTRTHealth靈感之光

Thelightofinspiration

CenturiesofknowledgeinspiringthefutureTRTHealth-Inspirationoflife44TRTHealth-Inspirationoflife45

紋理效果Texture:ThelightofinspirationTRTHealth-Inspirationoflife46在“靈感之印”系統(tǒng)中的應(yīng)用

Visualsystem:RevealingtheensealedinspirationTRTHealth-Inspirationoflife47在“靈感之印”系統(tǒng)中的應(yīng)用

Visualsystem:Revealingtheensealedinspiration靈感之光Thelightofinspiration

光線從畫面下方照進(jìn)來，象征著同仁堂百年來積淀的知識(shí)帶來的靈感的光芒ThelightappearsfromunderneaththeensealedenvelopeandsymbolizescenturiesofknowledgeshininguponTRT’ssourcesofinspiration.應(yīng)用項(xiàng)目

ApplicationrangeTRTHealth-Inspirationoflife48DAILYUSE+1D2D3DGeneric普通應(yīng)用+IMPACTSpecific特殊應(yīng)用1D應(yīng)用項(xiàng)目

1DApplicationsTRTHealth-Inspirationoflife49DAILYUSE+1D2D3DGeneric普通應(yīng)用+IMPACTSpecific特殊應(yīng)用DigitalAdsDigitalAdsTRTHealth-Inspirationoflife50廣告

PrintadTRTHealth-Inspirationoflife51紋理效果與顏色組合

Texture&colorvariantsTRTHealth-Inspirationoflife52宣傳海報(bào)

PosterTRTHealth-Inspirationoflife53紋理效果與圖片組合

Texture&imagevariantsTRTHealth-Inspirationoflife54戶外廣告

BillboardTRTHealth-Inspirationoflife55戶外廣告

BillboardalternativesexamplesTRTHealth-Inspirationoflife56戶外廣告

BillboardalternativesexamplesTRTHealth-Inspirationoflife57數(shù)字會(huì)員卡

Digitalmembership數(shù)字會(huì)員卡代碼

Digitalmembership,generatedcodesTRTHealth-Inspirationoflife582D應(yīng)用項(xiàng)目

2DApplicationsTRTHealth-Inspirationoflife59DAILYUSE+1D2D3DGeneric普通應(yīng)用+IMPACTSpecific特殊應(yīng)用BusinesscardReg.letterheadPrem.

letterheadPrem.

letterheadMembership

cardEmployee

cardSpecial

InvitationTRTHealth-Inspirationoflife60普通信紙

RegularletterheadTRTHealth-Inspirationoflife61會(huì)員卡

Membershipcard3D應(yīng)用項(xiàng)目

3DApplicationsTRTHealth-Inspirationoflife62DAILYUSE+1D2D3DGeneric普通應(yīng)用+IMPACTSpecific特殊應(yīng)用Reg.envelopePre.envelopePrem.envelopeBrochurePaperbagAnnualreport

GiftbagTRTHealth-Inspirationoflife63員工手冊(cè)

HandbookTRTHealth-Inspirationoflife64高級(jí)文具

PremiumstationerygenericTRTHealth-Inspirationoflife65高級(jí)文具

Premiumstationeryspecific高級(jí)文具材質(zhì)與工藝PremiumstationeryfinishingsTRTHealth-Inspirationoflife66TRTHealth-Inspirationoflife67品牌手冊(cè)封面

Brochurecover品牌手冊(cè)封面材質(zhì)和工藝