pentagram:为OPPO手机更新品牌形象设计

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发布于2019-05-14

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OPPO是全球领先的智能手机品牌之一,专注于高品质相机手机和先进的移动摄影技术,全球超过2亿人使用。 Pentagram为OPPO设计了一个新的品牌识别框架,引入了更新的标识和字母组合,并帮助品牌发展,因为它拓展了其在新市场和现有市场的影响力。该计划包括扩展的色彩系统和视觉布局系统,以及自定义字体OPPO Sans的首次亮相,以中文,西里尔文和拉丁字母表格呈现。视觉更新范围从动态变化到细微优化,并与OPPO新Reno系列的推出相吻合。


OPPO成立于2004年,总部位于中国,是第一个提供500万像素(百万像素)和1600万像素前置摄像头的智能手机品牌,以及该类别的其他创新产品,并继续吸引年轻消费者的目标受众,高品质的拍照手机,如功能强大的F11 Pro和完美的F1自拍专家。 2018年,OPPO被评为全球第五大智能手机品牌,引领中国国内市场,并在印度,东南亚,非洲,澳大利亚和欧洲的业务增长。


Pentagram团队与OPPO领导层就新的品牌框架密切合作,这标志着该品牌的战略转变。在过去的十年中,OPPO一直专注于移动摄影领域的突破,并希望通过新的品牌定位来突出其技术和产品设计的美感。与此同时,该公司需要一个简单,更具凝聚力的品牌,将其产品在视觉上拥挤的类别中分开,包括OPPO在中国的200,000个零售店。


品牌重塑过程持续了近两年,从了解发达市场和新兴市场,到生产和可持续性需求。该团队在中国和印度的主要城市进行了广泛的研究,他们亲身体验了西方化设计未必优化在深圳和新德里市场的曝光方式,这需要更加动态,灵活的方法。


OPPO的重绘标识使用新的自定义绘制无衬线字体OPPO Sans平衡了之前字标的人文主义形式。新标识通过其扩展的字形显示品牌的传统,并经过优化以满足大规模制造需求。它还建立了明确和现代的存在,使其能够补充OPPO庞大且持续的产品系列。


在开发过程中测试了大量不同的标记,包括以正角度倾斜椭圆形“O”的版本。最终的徽标保留了之前徽标“O”的定制曲线形式,但通过更直接,更通用的特性简化了它。字标还保持了对品牌重要的平衡和对称性。 (这种对称的热爱贯穿于OPPO在01:10时在其产品界面显示器上设置时钟的传统。)该团队还开发了一个自定义会标,将“O”和“P”组合成一个独特的符号,效果很好在图形模式。


品牌塑造使徽标的反型椭圆形成为OPPO可以作为其视觉语言的一部分而具有标志性的,可立即识别的形状。椭圆形可用于背景图案或框架图像,如相机镜头,加强了品牌对摄影的关注。


与徽标一样,OPPO Sans字体旨在最大限度地表达清晰度和简洁形式。由Pentagram与Chester Jenkins合作设计的字体的开发是一项重要的工作,它展示了OPPO对每一个细节的质量,工艺和独特性的关注。标识的椭圆形已扩展为拉丁文和西里尔字母中其他字母的计数器形状,中文字母以相同的光学比例和重量精心绘制。


这一身份伴随着鲜艳的色彩系统,改善了品牌的标志性绿色,为数字环境增强了色彩,并为各种产品系列引入了新的色彩。核心色系已经扩展到包括浅绿色,深绿色和铂金,唤起产品材料。自适应颜色的扩展调色板将用于指示各个手机,例如新款Reno的蓝绿色。


新的身份与“Oppolence”一起推出,这是一部由Studio Lernert&Sander创作的短片,将徽标转变为3D雕塑装置。在电影中,动作发生在每个字母的椭圆形中,探索新身份的不同方面,并传达生活在OPPO设备空间内发生的想法。


OPPO is one of the world’s leading smartphone brands, specializing in high-quality camera phones and advanced mobile photography technology that are used by over 200 million people around the globe. Pentagram has designed a new brand identity framework for OPPO that introduces a refreshed logotype and monogram and helps the brand evolve as it broadens its reach in new and existing markets. The program includes an expanded color system and visual layout system, as well as the debut of a custom typeface, OPPO Sans, rendered in Chinese, Cyrillic and Latin alphabets. The visual updates range from dynamic changes to subtle optimizations, and coincide with the launch of OPPO’s new Reno series.


Founded in 2004 and based in China, OPPO was the first brand to offer smartphones with 5MP (mega-pixel) and 16MP front cameras, along with other innovations in the category, and continues to appeal to a target audience of young consumers with popular, high-quality camera phones like the powerful F11 Pro and the picture-perfect F1 Selfie Expert. In 2018, OPPO was ranked the fifth largest smartphone brand globally, leading the Chinese domestic market and with a growing presence in India, Southeast Asia, Africa, Australia and Europe.


The Pentagram team worked closely with OPPO leadership on the new branding framework, which marks a strategic shift for the brand. Over the past decade, OPPO has been focusing on breakthroughs in mobile photography and wanted the new brand positioning to highlight the beauty of its technology and product design. At the same time, the company needed a simple, more cohesive brand that would set its products apart in a visually crowded category, including at OPPO’s own 200,000 retail outlets across China.


The rebranding process lasted nearly two years, beginning with an understanding of developed and emerging markets, through to production and sustainability needs. The team conducted extensive research in major cities in China and India, where they experienced firsthand the way westernized design was not necessarily optimized for exposure in the marketplaces of Shenzhen and New Delhi, which require a more dynamic, flexible approach.


OPPO’s redrawn logotype balances out the humanist form of the previous wordmark with a new custom-drawn sans serif typeface, OPPO Sans. The new logotype shows the brand’s heritage through its extended letterforms and is optimized to meet mass manufacturing needs. It also establishes a clear and contemporary presence allowing it to complement OPPO’s vast and ongoing products range.


A plethora of different marks were tested during the development process, including a version that tilted the oval “O” at a positive angle. The final logo retains the tailored curved form of the previous logo’s “O,” but simplifies it with a more straightforward, universal character. The wordmark also maintains the balance and symmetry that is important to the brand. (This love for symmetry carries through to OPPO’s tradition of setting the clocks on its product interface displays at 01:10.) The team also developed a custom monogram that layers the “O” and “P” together into a distinctive symbol that works well in graphic patterns.


The branding makes the counterform ellipse of the logo an iconic, instantly recognizable shape that OPPO can own as part of its visual language. The oval can be used for background patterns or to frame images like a camera lens, reinforcing the brand’s focus on photography.


Like the logo, the OPPO Sans typeface is designed for maximum clarity of expression and simplicity of form. The development of the typeface, designed by Pentagram in collaboration with Chester Jenkins, was a significant undertaking that demonstrates OPPO’s care for quality, craftsmanship and uniqueness in every detail. The oval of the logotype has been extended to the shape of counters in other letters in the Latin and Cyrillic alphabets, and the Chinese letterforms are carefully drawn with the same optical proportions and weight.


The identity is accompanied by a vibrant color system that refines the brand’s signature green, enhances it for digital contexts and introduces new colors for various product lines. The core color system has been expanded to include light green, dark green and a platinum that evokes the product materials. An extended palette of adaptive colors will be used to indicate individual phones, like teal for the new Reno.


The new identity launched with “Oppolence,” a short film created by Studio Lernert & Sander that transforms the logo into a 3D sculptural installation. In the film, the action takes place in the oval of each letter, exploring different aspects of the new identity and conveying the idea that lives take place inside the spaces of OPPO devices.


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