房地產(chǎn) -陸家嘴中心視覺VI設(shè)計 -品牌指導(dǎo)手冊

++content目錄DESIGNPRINCIPLES設(shè)計原則11Brandstory2品牌故事1.2BroandDNA3品牌基因DESIGNIDENTIFIERS品牌識別2.1Thesymbol5符號2.2TheLogo6標(biāo)志2.了colourpalette12色調(diào)2.4clearspace&Minimumsize14空間和最小尺寸2.5IncorrectLogousage15不正確標(biāo)志使用2.6Typography16字體2.7patterns18輔助圖案BRANDAPPLICATIONS品牌應(yīng)用31Businesscard20名片案3.2Letterhead22信紙3.3complimentslip23便條3.4Envelope24信封3.5Folder25文件夾3.6carrierBag27購物袋3.7GiftDecoration28禮物包裝3.8Ribbon29絲帶3.9staffpass30員工證3.10uniform-suit3員工制服-西裝3.11uniform-worker32員工制服-工程人員312companyvehicle34公司車輛3.13photographystyle35攝影風(fēng)格3.14Advertising36廣告3.15Brochure37宣傳冊3.16Homepage38網(wǎng)頁317patternGlassDecal39暗紋玻璃圖形3.18GlosssafetyDecal40安全防撞圖形3.19FacadeID41外立面標(biāo)志3.20ventilationpanel-wall42通風(fēng)口裝飾板-墻壁3.21ventilationpanel-storeFront43通風(fēng)口裝飾板-鋪面APPENDIX附錄4.1supportingFiles45支援文檔+Designprinciples設(shè)計原則2BRANDSTORY品牌故事L+MallisaconceptdedicatedtothefutureofLujiazuipropertiescontinuouslyimprovingtotransformthecitywithLujiazuidevelopment.Inordertobuildaworld-classcity,Lujiazuipropertiesiscommittedtoreformandenhancethequalityofproductsandservices.L+Mallwillbeaninnovative,comfortable,elegantyetapproachableenvironmentthatencouragessocialinteractionanddiversity,servingasaniconiclandmark.陸家嘴中心是個延續(xù)陸家嘴地產(chǎn)未來一直進(jìn)步,以改變及創(chuàng)造城市為終旨的概念。為了打造世界一流的商業(yè)城,陸家嘴地產(chǎn)不斷改革與努力增值產(chǎn)品及服務(wù)的品質(zhì)。陸家嘴中心將會是一個創(chuàng)新、舒適、高尚而親切的購物中心,鼓勵社區(qū)互動和多樣性的零售體驗。它將會是一個具有標(biāo)志性的地標(biāo)。+Designprinciples設(shè)計原則BRANDDNA品牌基因BrandDNAiselementsthatdefinethebrand'spersonality.BelowareelementsofL+Mall,whichprovokeforwardprogressionofthebrand.品牌基因是定義品牌的個性和風(fēng)格。以下是陸家嘴中心的元素,使品牌有前瞻性的發(fā)展。continuouslyimprovingtheknowledgeandtechnology.developmentofourcompany.走在知識與科技的大道上,永不停步,展望未來。Developingthebrandintointernationallevel,inordertoenhancemarketcompetitiveness.將品牌推至國際化水平。注入國際化的視野,增添品牌的生命力,不只地區(qū)化,并能踏上世界舞臺,提升市場競爭力。continuouslyimprovingourservicesandproducts.wevalueoriginalideasandcreativity,attentiontoeverydetailsinourservicesandproductstomakeourbrandsuccessful.不斷改進(jìn)服務(wù)與產(chǎn)品,追求原創(chuàng)思考,敢于突破創(chuàng)新,設(shè)計大氣而且簡練,同時注重細(xì)節(jié)的精致,成為人人津津樂道的品牌。Buildingabetterworld.wecareabouttheenviornmentandsocietytotransformthecitywithourdevelopment.關(guān)注環(huán)境,平衡經(jīng)濟,建立一個可持續(xù)發(fā)展的經(jīng)濟模式,為社會作出貢獻(xiàn)。DESIGNIDENTIFIERS品牌識別+Design+Designldentifiers品牌識別THESYMBOL符號5Thesymbolisthemainvisualcomponentofthelogo.Itistheidentifierofthebrand.Thesymbolsurpasseslanguageasthestrongestandmostmemorablesourceofrecognition.ThesymboluseslinesandstructuretoformtheL+.Itcanbeusedinaextendedmannertoaddpresence,dynamismandelegancetothebrandcollaterals.Examplesareprovidedthroughoutthefollowingpages.符號是標(biāo)志中最主要的視覺元素,也是我們品牌最重要的識別基準(zhǔn)。與品牌的名稱相比,它令人產(chǎn)生更直接、更強烈的認(rèn)知,也更讓人記憶深刻。符號是采用線條和結(jié)構(gòu)來構(gòu)成。在任何品牌應(yīng)用上,它可以用延伸的方式來豐富設(shè)計和增添動力與高貴感。在這本品牌指導(dǎo)手冊以下各頁均提供了范例作為參考。+Designldentifiers品牌識別2.2THELOGO-BILINGUAL標(biāo)志-雙語verticalstackedLogo直立式標(biāo)志MALLsyrbol符號Englishlogotype英文標(biāo)志字型chineselogotype中文標(biāo)志字型HorizontalLogo橫臥式標(biāo)志symbol符號Englishlogotype英文標(biāo)志字型MALLchineselogotype中文標(biāo)志字型Thelogoismadeupofthesymbolandthenameinafixedarrangement.Itshouldbeseenasacompleteunit,withthesymbolandwordmarkalwaysappearingtogether.Itshouldnotberedrawn,digitallyenhancedoraltered.verticalandhorizontalarrangementsareprovidedforrelevantlayouts.陸家嘴中心的標(biāo)志是由符號和名稱組成的一個固定組合。其文字與符號組成一個完整的標(biāo)志,不可分開使用。不可重畫或作任何形式的改動。直立式和橫臥式的標(biāo)志使用于相關(guān)版式上。+Designldentifiers品牌識別7x32x14.25xx+Designldentifiers品牌識別82.2.2THELOG○-ENGLISH標(biāo)志-英語verticalstackedLogo直立式標(biāo)志symbol符號MALLEnglishlogotype英文標(biāo)志字型HorizontalLogo橫臥式標(biāo)志symbol符號Englishlogotype英文標(biāo)志字型MALLTheenglishversionofthelogoshouldbeusecommunicatingwithenglish-speakingaudiences.+Designldentifiers品牌識別2.2.3THELOG○FORMATSETTING-ENGLISH標(biāo)志格式設(shè)定-英語verticalstackedLogo直立式標(biāo)志MALLxHorizontalLogo橫臥式標(biāo)志32x14.25x14.25xxThegridspecifiesthesizeproportionandplacingofeachelementintheidentityrespectivetoeachother.Notethatproportionandpositioningoftheelementsshouldbeobservedatalltimesandinallapplications.網(wǎng)格規(guī)定了標(biāo)志的尺比例和放置位置。請注意標(biāo)志的比例和定位在任何時候或在所有品牌應(yīng)用都以上方的網(wǎng)格為標(biāo)準(zhǔn)。2.2.5THELOG○FORMATSETTING-CHINESE標(biāo)志格式設(shè)定-漢語verticalstackedLogo直立式標(biāo)志xxThegridspecifiesthesizeproportionandplacingofeachelementintheidentityrespectivetoeachother.Notethatproportionandpositioningoftheelementsshouldbeobservedatalltimesandinallapplications.網(wǎng)格規(guī)定了標(biāo)志的尺比例和放置位置。請注意標(biāo)志的比例和定位在任何時候或在所有品牌應(yīng)用都以上方的網(wǎng)格為標(biāo)準(zhǔn)。+Designldentifiers品牌識別2.3COLOURPALETTE色調(diào)primarycolourpalette主要色調(diào)secondarycolourpalette次要色調(diào)PANTONEMetallic871CR135G118B78PANTONEwarmGray6CC32M34Y35K12R170G154B148PANTONE404CR120G110B100PANTONE7546CR38G54B7040%20%Therearetwotierstothecolourpalette.Theprimarycolourshouldbeusedwheneverpossibleinstationeryapplicationsexpressingeleganceandstylishness.Thesecondarypalettecanbeusedinexpandedcommunicationmaterials.陸家嘴中心的視覺系統(tǒng)中有兩種色調(diào)組合。在延伸品牌應(yīng)用中應(yīng)使用核心色調(diào)來表達(dá)高貴與時尚的感覺。次要色調(diào)能擴展到其它宣傳材料中使用。+Designldentifiers品牌識別132.3.1COLOURUSAGEINLOG○標(biāo)志上的顏色應(yīng)用MALLMALLMALLMALLForsinglecolourusageinthelogomayappearinanycolourfromthebrandcolourpaletteorappearwhitethroughasinglecolourfromthepalette.對于單一的顏色使用的標(biāo)志會使用在我們的品牌調(diào)色板中任何顏色或透過從調(diào)色板中選擇一個顏色顯示為白色。+Designldentifiers品牌識別2.5INCORRECTLOGOWSAGE不正確標(biāo)志使用1.Neveralterthearrangementofthelogo.2.Neverscaleindividualelementsofthelogo.3.Neveraddanyeffectstothelogosuchasdropshadow.4.Neverapplyastrokeoroutlinetothelogo.5.Neverreproducethelogoinacolournotshowninthisbrandingguideline.6.DOnotuseotherfonts.7.Donotdistortthelogoandthesymbol.8.Donotuseonadistractingbackground.9.Donotfillthelogomarkwithatextureorimage.10.Donotusetwocoloursinthesamelogo.1.不要顛倒標(biāo)志的組合。2.不要更改標(biāo)志的比例。3.不要在標(biāo)志上添加任何效果,如:陰影。4.不要在標(biāo)志上添加筆劃或加邊線。5.不要在標(biāo)志上添加在本品牌指引上沒有顯示的顏色。6.不要使用其他字體。7.不要扭曲的標(biāo)志和符號。8.不要在復(fù)雜的背景使用。9.不要在標(biāo)志里填入紋理或圖像。10.不要在標(biāo)志上同時使用兩種顏色。+Designldentifiers品牌識別TYPOGRAPHY字體EnglishTypeface英文字體chineseTypeface中文字體QuicksandLightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghiklrnnopqrstuvwxyz1234567890QuicksandBoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghiklmnopqrstuvwxyz1234567890迷你簡細(xì)圓Jxiyuan這是迷你字體范例。漢字,是漢字文化圈廣泛使用的一種文字,也是世界上唯一仍被廣泛使用的高度發(fā)展的語素文字。迷你簡粗圓Jcuyuan這是迷你字體范例。漢字,是漢字文化圈廣泛使用的一種文字,也是世界上唯一仍被廣泛使用的高度發(fā)展的語素文字。certaintypefaceshavebeenchosenforuseoncorporateandmarketingcommunicationsmaterials.ThetypefaceQuicksandshouldbeusedforEnglishandnumerals,whiletypefacesJyuanshouldbeusedforchinese.BothQuicksandandJyuontypefaceshavevariousweightssuggestedtoallowgreatervarietiesfordifferentapplications.特定字體已被選定為企業(yè)和營銷宣傳材料中使用。Quicksand應(yīng)當(dāng)用于英文和數(shù)字上,而字體迷你圓體應(yīng)當(dāng)用于中文上。Quicksand和迷你圓體提供不同的重量使在應(yīng)用上變化更大。+Designldentifiers品牌識別17TYPOGRAPHY-SUBSTITWTE代用字體EnglishTypeface英文字體chineseEnglishTypeface英文字體centuryGothicRegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890centuryGothicBoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890這是微軟雅黑體范例。漢字,是漢字文化圈廣泛使用的一種文字,也是世界上唯一仍被廣泛使用的高度發(fā)展的語素文字。微軟雅黑體MicrosoftyaHeiBold這是微軟雅黑體范例。漢字,是漢字文化圈廣泛使用的一種文字,也是世界上唯一仍被廣泛使用的高度發(fā)展的語素文字。對于內(nèi)部文字處理文檔和通信,系統(tǒng)字體可能需要取代。centuryGothic應(yīng)該用于英文和數(shù)字上,而微軟雅黑體應(yīng)該用對于內(nèi)部文字處理文檔和通信,系統(tǒng)字體可能需要取代。centuryGothic應(yīng)該用于英文和數(shù)字上,而微軟雅黑體應(yīng)該用于中文上。communications,systemfontsmaybesubstituted.centuryGothicshouldbeusedforEnglishandnumerals,whileMicrosoftyaHeishouldbeusedforchinese.+Designldentifiers品牌識別2.7pattern圖案A2PATTERNSpattern圖案A2pattern圖案A1patternpattern圖案Bpatternsaredevelopedfromthebrandsymbol.Theycanbeusedingraphicdesignorotherapplications.Forflexibilitypurpose,thereare2setsofpattern.patternAiscomposedby2roundedcornerlines,positioningin9odegree.Itcanbeusedinsimpledesignformattoperformtheeleganceofthebrand.patternBisasetofroundedcornertriangularlines.Itcanusedinsituationsthatneedmorevisualimpactordecoration.The2setsofpatterncanbeadjustedaccordinglytofitsituations.Designshouldmaintainthebrand'smodernandelegance.輔助圖案是由品牌標(biāo)志演進(jìn)出來,適合用于平面設(shè)計或其他應(yīng)用作裝飾使用。為使輔助圖案應(yīng)用更靈活,圖案有兩個版本:圖案A以兩條圓角線組成,兩者90度交差,用于簡潔的設(shè)計中以表達(dá)品牌的高貴。圖案B則以多條圓角三角線組成,用于需要較多視覺裝飾效果的設(shè)計及情況。兩組圖案皆可自由組合以達(dá)到最佳使用效果,但設(shè)計應(yīng)以保持品牌的高貴、現(xiàn)代形象為主。BRANDAPPLICATIONS品牌應(yīng)用BUSINESSCARD-GOLD名片-金色燙金B(yǎng)ack背面5mm5mm8mm8mm24mnm8mnmFront正面迷懷簡粗圓Jcvyuan10pton12ptQuicksand-Bold10ptonIlpt迷簡細(xì)園Jxiyuan7pton8ptQuicksand-BOOK7pton8ptQuicksand-BOOK7pton8pt迷簡細(xì)園Jxiyuan7pton8ptQuicksand-BOOK7pton8ptscale比例1:1@A4ArtworkDimension原稿尺寸90mm[w]x54mm[h]89mm[w]x51mm[h]suggestedpaperstock建議紙張300gsmDutchwhitecard300gsm荷蘭白卡colours顏色及效果pantone871confrontpantone871c于正面Effects效果-燙金于背面-Goldfoilstampingonback-Goldfoilstampingonedges-燙金于邊位名片-白色Foilstamping燙金B(yǎng)ack背面5mm5mnm8mm8mm24mnmn8mnmFront正面迷懷簡粗圓Jcvyuan10pton12ptQuicksand-Bold10ptonIlpt迷簡細(xì)園Jxiyuan7pton8ptQuicksand-BOOK7pton8ptQuicksand-BOOK7pton8pt迷簡細(xì)園Jxyuan7pton8ptQuicksand-BOOK7pton8ptscale比例1:1OA4ArtworkDimension原稿尺寸90mm[w]x54mm[h]89mm[w]x51mm[h]suggestedpaperstock建議紙張300gsmDutchwhitecard300gsm荷蘭白卡colours顏色及效果pantone871confrontpantone871c于正面Effects效果-燙金于背面(圖案)-Goldfoilstampingonback(pattern)-Goldfoilstampingonedges-燙金于邊位22223.2LETTERHEAD信紙24mmn24mm20mm20mm迷簡細(xì)園Jxi迷簡細(xì)園Jxiyuan7pton8ptQuicksand-BOOK7pton8pt34mm34mm20mmFront正面20mmFront正面Backscale比例1:3@A4背面ArtworkDimension210mm[w]x297mm[h]suggestedpaperstock100gsmEvergreensuperbNaturepaperstockcolourspantone871conbothsides原稿尺寸210mm[w]x297mm[h]建議紙張100gsm永卒牌臻品上質(zhì)紙顏色pantone871c于正背面+BrandApplications品牌應(yīng)用233.3COMPLIMENTSLIP便條30mm迷你簡細(xì)圓Jxiyuan7pton8ptQuicksand-BOOK7pton8ptFront正面Back背面scale比例1:1.8QA4ArtworkDimension原稿尺寸210mm[w]xggmm[h]210mm[w]xggmm[h]suggestedpaperstock建議紙張100gsmEvergreensuperbNaturepaperstock100gsm永卒牌臻品上質(zhì)紙colours8Effects顏色及效果pantone871conbothsidespantone871c于正背面+BrandApplications品牌應(yīng)用243.4ENVELOPE信封Back背面迷你簡細(xì)圓Jxyuan6.5pton7.8ptQuicksand-BOOK7pton8.4pt30mm30mm10mnmFront正面scale比例1:2.2@A4ArtworkDimension220mm[w]x11omm[h]suggestedpaperstock100gsmEvergreensuperbNaturepaperstockcolourspantone871confront,backandpatterninside原稿尺寸220mm[w]x11omm[h]建議紙張100gsm永卒牌臻品上質(zhì)紙顏色pantone871c于正面、背面及內(nèi)里的圖案25253.5FOLDER文件夾ontheaboveisfolderapplicationsampleforreferencingonly.Actualsize,materialsanddesigndetailswillbeadjustedaccordingly.上圖為文件夾的應(yīng)用范例,僅作效果參考實際尺寸及材質(zhì)制作細(xì)節(jié)須按情況需要作適當(dāng)調(diào)整。STATIONARYSETMOCKUP文具模擬圖2727ontheaboveiscarrierbagapplicationsampleforreferencingonly.Actualsize,materialsanddesigndetailswillbeadjustedaccordingly.上圖為購物袋的應(yīng)用范例,僅作效果參考實際尺寸及材質(zhì)制作細(xì)節(jié)須按情況需要作適當(dāng)調(diào)整。CARRIERBAG購物袋28283.7GIFTDECORATION禮物包裝ontheaboveisgiftdecorationapplicationsampleforreferencingonly.Actualsize,materialsanddesigndetailswillbeadjustedaccordingly.上圖為禮物包裝的應(yīng)用范例,僅作效果參考實際尺寸及材質(zhì)制作細(xì)節(jié)須按情況需要作適當(dāng)調(diào)整。3.8RIBBON絲帶ontheaboveisribbonapplicationsampleforreferencingonly.Actualsize,materialsanddesigndetailswillbeadjustedaccordingly.上圖為絲帶的應(yīng)用范例,僅作效果參考實際尺寸及材質(zhì)制作細(xì)節(jié)須按情況需要作適當(dāng)調(diào)整。+BrandApplications品牌應(yīng)用30STAFFPASS員工證ontheaboveisstaffpassapplicationsampleforreferencingonly.Actualsize,materialsanddesigndetailswillbeadjustedaccordingly.上圖為員工證的應(yīng)用范例,僅作效果參考實際尺寸及材質(zhì)制作細(xì)節(jié)須按情況需要作適當(dāng)調(diào)整。UNIFORM-SUIT員工制服-西裝Tie領(lǐng)帶BadgeTie領(lǐng)帶ontheaboveisuniformapplicationsampleforreferencingonly.Actualsize,materialsanddesigndetailswillbeadjustedaccordingly.上圖為員工制服的應(yīng)用范例,僅作效果參考實際尺寸及材質(zhì)制作細(xì)節(jié)須按情況需要作適當(dāng)調(diào)整。+BrondApplications品牌應(yīng)用UNIFORM-WORKER員工制服-工程人員symbo圖案標(biāo)志-pantone871cTiewithpattern圖案領(lǐng)帶pantone871cLogo 標(biāo)志-pantone871cpantone871cLightGrey淺風(fēng)色pantone871csymbo圖案標(biāo)志Tiewithpattern圖案領(lǐng)帶Logo標(biāo)志pantone871cpantone7546contheaboveisuniformapplicationsampleforreferencingonly.Actualsize,materialsanddesigndetailswillbeadjustedaccordingly.上圖為員工制服的應(yīng)用范例,僅作效果參考實際尺寸及材質(zhì)制作細(xì)節(jié)須按情況需要作適當(dāng)調(diào)整。+BrondApplications品牌應(yīng)用UNIFORM-WORKER員工制服-工程人員symbo圖案標(biāo)志-symbo圖案標(biāo)志-pantone871csymbo圖案標(biāo)志pantone871cLogo標(biāo)志Logo 標(biāo)志Logo標(biāo)志pantone871cpantone871cpantone871cpantone871contheaboveisuniformapplicationsampleforreferencingonly.Actualsize,materialsanddesigndetailswillbeadjustedaccordingly.上圖為員工制服的應(yīng)用范例,僅作效果參考實際尺寸及材質(zhì)制作細(xì)節(jié)須按情況需要作適當(dāng)調(diào)整。+BrondApplications品牌應(yīng)用COMPANYVEHICLE公司車輛ontheaboveiscompanyvehicleapplicationsampleforreferencingonly.Actualsize,materialsanddesigndetailswillbeadjustedaccordingly.上圖為公司車輛的應(yīng)用范例,僅作效果參考實際尺寸及材質(zhì)制作細(xì)節(jié)須按情況需要作適當(dāng)調(diào)整。3535PHOTOGRAPHYSTYLE攝影風(fēng)格photographystylehasbeenchosentoofferflexibilityoverdifferentformatsandapplications.Thestyleshouldbefocusedonportraitsandproducts.Insomecases,photosareneededtoremovebackgroundorshootwithplainbackgroundtofitwiththebrand'spatterns.otherwise,choicesofphotosshouldaimtoshowsimplicity,modern,stylishandelegance.攝影風(fēng)格的取向提供不同格式和應(yīng)用上的靈活性。風(fēng)格應(yīng)以人像及產(chǎn)品為主。某些情況下,照片需要去除背景或配以空白背景,以配合輔助圖案。攝影風(fēng)格應(yīng)以展現(xiàn)品牌的簡潔、現(xiàn)代、時尚及高雅為本。ADVERTISING廣告ontheaboveisadvertisingapplicationsampleforreferencingonly.Actualsize,materialsanddesigndetailswillbeadjustedaccordingly.上圖為廣告的應(yīng)用范例,僅作效果參考實際尺寸及材質(zhì)制作細(xì)節(jié)須按情況需要作適當(dāng)調(diào)整。+BrondApplications品牌應(yīng)用BROCHURE宣傳冊ontheaboveisbrochureapplicationsampleforreferencingonly.Actualsize,materialsanddesigndetailswillbeadjustedaccordingly.上圖為宣傳冊的應(yīng)用范例,僅作效果參考實際尺寸及材質(zhì)制作細(xì)節(jié)須按情況需要作適當(dāng)調(diào)整。WEBPAGE網(wǎng)頁38ontheaboveiswebpageapplicationsampleforreferencingonly.Actualsize,materialsanddesigndetailswillbeadjustedaccordingly.上圖為網(wǎng)頁的應(yīng)用范例,僅作效果參考實際尺寸及材質(zhì)制作細(xì)節(jié)須按情況需要作適當(dāng)調(diào)整。PATTERNGLASSDECAL暗紋玻璃圖形ontheaboveispatternglassdecalapplicationsampleforreferencingonly.Actualsize,materialsanddesigndetailswillbeadjustedaccordingly.上圖為暗紋玻璃圖形的應(yīng)用范例,僅作效果參考實際尺寸及材質(zhì)制作細(xì)節(jié)須按情況需要作適當(dāng)調(diào)整。+BrondApplications品牌應(yīng)用GLASSSAFETYDECAL安全防撞圖形ontheaboveisglasssafetydecalapplicationsampleforreferencingonly.Actualsize,materialsanddesigndetailswillbeadjustedaccordingly.上圖為安全防撞圖形的應(yīng)用范例,僅作效果參考實際尺寸及材質(zhì)制作細(xì)節(jié)須按情況需要作適當(dāng)調(diào)整。FACADEID外立面標(biāo)志ontheaboveisfacadeIDapplicationsampleforreferencingonly.Actualsize,materialsanddesigndetailswillbeadjustedaccordingly.上圖為外立面標(biāo)志的應(yīng)用范例,僅作效果參考實際尺寸及材質(zhì)制作細(xì)節(jié)須按情況需要作適當(dāng)調(diào)整。+BrondApplications品牌應(yīng)用VENTILATIONPANEL-WALL通風(fēng)口裝飾板-墻壁第一層Fig圖3.20Layer2第二層ontheaboveisventila