dongqi | 让logo承载z世代文化
我们时常思索如何让logo设计超越标识本身，承载更多文化内容。dongqi应邀为李宁旗下面向z世代、具有电竞基因的潮流品牌lng设计了新的视觉系统。
As a team of avid creators, we like to explore various ways in which logo design could go beyond serving a purely aesthetic purpose, but also encapsulate greater cultural meanings. To this end, dongqi Design has reinvented the visual system of Li-Ning-owned brand — lng, targeting the Gen-Z audience and embodying the e-gaming DNA.
dongqi与lng紧密合作，厘清lng与z世代之间的深层共性。我们将品牌名字重新解读为“liberate next gen”，为视觉形象提供未来感和包容感的框架指引。lng的logo设计诞生自L、N、G三个字母的融合，打造实心与空心、正与反均可使用的内容互动载体。如同Z世代与世界产生联系的窗口，通过这个视窗得以窥探时尚、机能、数字化与更广泛的存在。
Partnering with lng, we re-examined the values of the brand and the target consumer, asking ourselves: what do lng and the Gen-Z wearer have in common? The result is a brand identity inspired by the digital metamorphosis and the new consciousness that defines the future generation. The brand name was strategically interpreted as “liberate next gen”. Integrating the three letters L, N, G, the new logo builds an interactive content carrier available in both outline and filled-in versions for either front or back sides. The logo is like Gen-Z’s cultural lens into the world of fashion, technology and existentialism.
。
以logo为核心，dongqi创作了兼具想象力与色彩张力的2d和3d图案，涵盖异次元空间、电竞、代码、麒麟等主题。升级后的视觉语言承载并辅助了lng未来感的产品表达与年轻态度的诠释。
dongqi creative team designed 2D and 3D signature patterns based on the logo. Its wild imaginations and the tension of colors signify themes from heterodimensional space, e-sports, coding and Qilin, a mythical creature. The upgraded visual language helps lng enhance the product expression and its futuristic style while speaking out Gen-Z’s bold and brazen attitude.
旋转观看品牌图案
Rotate your phone to view lng patterns
Project Info
Design: Dec, 2020
设计时间：2020年12月
Completion: Mar, 2021
完成时间：2021年3月
Design Agency: dongqi
品牌设计：栋栖
Creative Director: Yuan Yuan
创意总监：蛋白
Team: Yuan Yuan, Timothy Cheng, Cher Liu, Amy Yuan, Chenru Yang, Chien Shih-han
创作团队：蛋白、郑敬民、刘夕尔、袁文歆、杨晨茹、简仕翰
更多请关注
官方网站 Website
dong-qi.net
dongqi_design
微博 Weibo
dongqiDesign栋栖设计
转载请在文章开头和结尾显眼处标注：作者、出处和链接。不按规范转载侵权必究。
未经授权严禁转载，授权事宜请联系作者本人，侵权必究。
本文禁止转载，侵权必究。
授权事宜请至数英微信公众号(ID: digitaling) 后台授权，侵权必究。
评论
评论
推荐评论
暂无评论哦，快来评论一下吧！
全部评论（0条）