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1、Zhongzhi Logo DesignCreative Development众致标志设计创意提案Aug 18th,2015,TABLE OF CONTENTS 目录,Background VI设计背景Brand DNA/Essence Key Words 品牌DNAFont design rationale&Logo Lock-ups 字体设计及组合规范Color palettes 色彩规范Brand pillars icon 品牌支柱符号Logo usage examples 标志使用示例SI usage examples 展览使用示例AD usage examples 广告使用示例,B
2、ackgroundVI设计背景,目标受众：家庭为先,产品洞察：基于国际标准的车辆测试以驾驭中国地区的复杂地形,VI设计背景：,尽享生活每一天（品牌定位）长安福特自主品牌使每个家庭自由地享受在一起的每一刻,人群描述：25-39岁有家庭的年轻男性中低线城市较低或中等收入可能为第一次买车人群,性格特点：实际而稳重有责任感同时平衡于和家人亲近的快乐幸福感,国际品质采用与福特相同的生产线质量管理严苛且全面的车辆测试标准,国际品质,有竞争性的价格低成本养护燃油经济性配件成本售后服务服务价格服务质量,五星安全标准结实的构造安全的性能前排安全气囊&侧气帘ABS/ESP良好的操控性独立悬挂,周全性能,五星安全,
3、全面的产品谱系有竞争性的价格低成本养护燃油经济性配件成本售后服务服务价格服务质量,智选价值,Product Insights:Tested to International standards to conquer Chinese conditions,60,Background,Seize the Day(Brand Position),CAF IB frees families to make the most of every moment together,Target Audience:Family First,Demographics:25-39 yeas oldYoung mal
4、e with familyMid-low tier citiesLower to mid incomeLikely first time auto buyer,Personality:Practical and stableBalance with good sense of responsibilityJoy and happiness come from family being close.,International qualityProduced on the same assembly line as Ford vehiclesQuality managementExtremely
5、 strict and thorough quality testing standards,Reliable quality,Competitive priceLow cost of ownershipFuel efficiency Cost of spare parts Service Costs of service Quality of service,C-NCAPRobust bodySafety featuresFront seat&curtain airbagABS/ESPGood handlingIndependent suspension,Smart value,Worry-
6、free journeys,Comprehensive portfolioC-low sedanC-SUVC-MAVFunctional car designSpace and comfortSuitable for multiple usage occasions,Versatile practicality,Brand DNA/Essence Key Words品牌DNA/主要关键词,Family Champion,Connecting,Modest,Reliable,Balanced,Friendly,Unpretentious,Down-to-earth,Value,Loving,Gr
7、ounded,Quality,Brand DNA/Essence Key Words 品牌DNA/主要关键词,家庭守护者,联系你我的,谦逊的,可靠的,和谐安定的,友好的,相对含蓄的,脚踏实地的,性价比,关爱的,接地气,品质感,Font Design Rationale&Logo Lock-ups字体设计及组合规范,Font Design Connecting“Forward”字体设计联系“Forward”（向前）,Custom font 众致,a cross between“宋”the design connecting the two words convey the sense of bo
8、nding and togetherness of family,love ones.定制字体 众致,结合“宋”&“黑”的字体样式,它含有“厚重”或“细薄”的笔触带来一种平衡感。它有一种时尚感，稳定可靠但也平易近人，微微倾斜以带来一些动感和力量感；设计含有一些微曲的线条，带来柔美感和亲近感；设计联系2个关键词，传递出与家人及所爱之人共处使的和睦感与亲近感。,Overall“italic”conveys movement/forwardness总体“微斜”传递出动感/前进感,Bold,strong foundation加粗，强而稳的底部,Softer,more friendly更柔软，更友善,C
9、onnecting:bonding相连接:融合感,Thin/thick strokes:balance细薄/厚重的笔触:平衡,注：“众”字的斜体笔画与“致”字的斜体笔画相呼应，使两字更有整体感,注：“众”字的斜体笔画与“致”字的斜体笔画成66角，符合视觉审美,Colour Palette Exploration色彩规范,Quality品质,Warm温暖,Solid坚固,Positive积极,Bright明亮,Happiness欢乐,钛合灰,反白,品牌色,辅助色1,此处请根据色板规范标注颜色名称及色号,辅助色3,Brand Pillar Icons品牌支柱符号,国际品质,五星安全,此处瑞士军刀的造型是否为原创设计，如有参考其他图片，请提供参考素材，便于走法务流程，以规避版权使用问题。,周全性能,智选价值,LOGO Usage Examples标志使用示例,车体效果Vehicle Body,办公用品Office tools,展会系统Exhibition,礼品系统Gift,广告系统Advertising,SI Usage Examples展览使用规范,AD Usage Examples广告使用规范,杂志广告Magzine,报纸广告 Newspaper,海报广告Poster,户外广告OOH,TVC尾板 Ending,TVC尾板Ending,TVC尾板Ending,Thank you!,
