Microengine Rebranding Project Corporate Identity by Suning Gao-Hauns and Junjie Lu-Hauns |
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| DESIGN NAME: Microengine Rebranding Project PRIMARY FUNCTION: Corporate Identity INSPIRATION: Microengine upgraded its brand strategy in 2020, and turned its model of only selling software development solutions into one of developing core products for customers to create a cloud digital ecosystem. We have unearthed and visualized the brand message “digital and ecological energy” at the core of Microengine, as well as we are defining the brand visual concept of “energy gathering and mutual creation”, and created a smart visual identity system. UNIQUE PROPERTIES / PROJECT DESCRIPTION: We created a smart visual image system, where the visual form of crisscrossing between lines presents a sense of digital ecology, and the combination of high-saturation blue and gradient technique presents a dynamic and energetic logo image with a sense of digital ecology. Secondly, through the combination of the colour gradation system and the visual symbol system, we adopted a freer and more ecological model to form a unique visual system of Microengine, in which all visual elements are continuously presented with a sense of dynamics, thus forming uniqueness and systematicness. OPERATION / FLOW / INTERACTION: A visual identity that connects an intelligent digital ecosystem with customer service. PROJECT DURATION AND LOCATION: The project started in July 2020 in ShangHai and finished in September 2020 in ShangHai. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: All the graphics were made in Adobe Illustrator to remain the vector quality. The logo design was made based on the Golden Ratio rule in order to appear in the most appealing way. Final designs were delivered in RGB, CMYK, and Pantone colors in order to keep the brand color appearance consistent throughout all media. SPECIFICATIONS / TECHNICAL PROPERTIES: Brand identity guideline regulates the logo specifications to ensure legibility and consistency at all times. It comprises the minimum clear space, minimum size, brand color palette, typefaces, and rules for various applications. The primary typeface is Gilroy font, delivering a compact yet bold style corresponding to the brand concept. TAGS: Brand Identity, Communication Design, Creative, Graphics, Technology Identity RESEARCH ABSTRACT: With the vigorous development of the Chinese market, the digital transformation of enterprises has increasingly diversified and integrated demand for developers, but there is still no integrated resource developer and provider in the market. In light of the market industry trend and the opportunities we have observed, as well as the new service concept of Microengine, we propose the visual strategy concept of “energy gathering and mutual creation” for the Microengine. This change clearly presents the new strategic message of “creating a cloud ecosystem” of Microengine from the perspective of visual information recognition, and also provides a more extensible visual system. This can better help customers conduct low-cost digital transformation, as well as develop the market efficiently through professional marketing services in the years to come. CHALLENGE: In the wake of the strategic upgrading of Microengine, it's saddled with, in its image impression, increasingly salient aging, incapacity to match the new strategic ideas, and the obstacles encountered in conveying information to consumers. In a bid to to better achieve new strategic upgrading, Microengine must break the original image impression, and form a brand language and visual system that can quickly communicate with developers. Therefore,How to interpret the positioning of the new strategy through visual language has become our primary challenge. ADDED DATE: 2021-07-25 12:33:15 TEAM MEMBERS (2) : Lead Designer：Suning Gao and Motion Designer: Junjie Lu IMAGE CREDITS: Image #1-5: Hauns, 2020 #5. Video Credits: Junjie Lu |
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| Visit the following page to learn more: https://www.behance.net/gallery/11630911 |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Hauns branding design & strategy PROFILE: Hauns is a brand consulting company that introduces creative strategic thinking. We are a design and strategy team with international work experience. We have been conducting research and exploration on the fundamental propositions of brand strategy design and rebranding. We provide branding service for newly formed brands and rebranding service for existing brands and brand management with integrated solutions through methods of brand strategy, brand identity design, and brand experience, etc. Hauns drives brand growth and renovation with creativity. |
| AWARD DETAILS | |
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Microengine Rebranding Project Corporate Identity by Suning Gao-Hauns and Junjie Lu-Hauns is Winner in Graphics, Illustration and Visual Communication Design Category, 2021 - 2022.· Press Members: Login or Register to request an exclusive interview with Suning Gao-Hauns and Junjie Lu-Hauns. · Click here to register inorder to view the profile and other works by Suning Gao-Hauns and Junjie Lu-Hauns. |
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