轉載 Qzone Brand RenewalQQ空間 品牌更新設計

它的重點不僅在于空間新形象的創造，而且在于目前品牌形象感受的保持。星星的外形確實給了我們挑戰，因為本身的形狀已經很復雜，所以添加另一個元素的確很勉強。經過大量的試驗，我們決定使用原來的星星形象，摒棄不必要的元素。最后，呈現多樣、靈活、 現代、有趣的品牌特征。

It was important to create the new images of Qzone but also to maintain the current Qzone brand asset. The ‘Star’ shape itself was already too specific, so it was really awkward to add other elements. After lots of trials, We just decided to use star shape itself rather than adding unnecessary elements. Finally, various patterns were designed by only using the star shape and those patterns add diversity, flexibility, modernity, and fun to the brand. 

QQ空間的新視覺語言，使品牌更具表現力和吸引力。我們將對象 + 顏色 + 紋樣組合成一個無限的公式，通過改變這些元素的成分比例，創造出新的、令人興奮的、不偏離品牌的結果。

Qzone's new visual language enables the brand to be more expressive and attractive. From a consistent formula: Object + Color + Pattern, the combinations are almost limitless. By mixing, changing the proportions of our brand ingredients, Qzone can always create new and exciting results without deviating from the brand.

Iconography

QQ空間有很多子品牌。我們重新設計了所有子品牌的logo以及規范子品牌的圖標。圖形元素從星形狀提取，作為基礎符號語言運用在每個產品的圖標上，同時保持空間品牌特色的完整性。

Qzone has lots of sub-products. We also redesigned Qzone sub-products icon that followed newly developed guidelines. Icon elements are also extracted from the Qzone star shape. Every product icon has been given efficient symbol while maintaining the integrity of the Qzone brand asset.

制定品牌語言系統是與用戶溝通的關鍵。 因此，我們把品牌的語言從一個復雜的會話簡化成為熟悉的、有樂趣的、迎合QQ空間年輕用戶的語言。

Formalizing a system of brand language is crucial to communicate with users. Therefore, we transformed the brand voice from expository and complicated to one more conversational, familiar and fun, to cater to the predominantly younger demographic of Qzone users.
 

廣告視頻是推廣我們的新品牌形象的重要渠道。我們通過視頻更直觀的傳達空間的品牌故事。視頻里的模特選用了空間員工，他們代表了QQ空間的年輕用戶。同時，我們運用了許多豐富的動畫模式。

It is important to promote our new brand images to the audience. Our brand story was brought to life and communicated easily via video. Our internal staff modeled as a representative of the young users of Qzone. Moreover, a wide variety of motion was tested so the pattern could be shown more vibrantly to users.

最后，我們完成了廣告視頻，包含了QQ空間所有的品牌故事和設計語言。

As a result, we completed our promotion video containing all new brand asset of Qzone.
 

自品牌更新以來，QQ空間開始和更多的品牌進行合作。 新的品牌形象讓用戶感受到新鮮、有趣和酷。而多樣化的品牌語言，創造了更多QQ空間與年輕人的溝通方式。

After releasing our new brand look, Qzone was able to collaborate with many other brands. Our new Qzone brand image has integrated the Qzone approaches and facilitates interaction with users more actively through any medium and any channel.
 

謝謝。

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