May 25, 2022
CENDES Branding Design
山鼎设计品牌设计
As an architectural design company qualified for the entire design process, CENDES has a broad influence in the design industry. After 20 years of development, it has entered the blue times. The goal of VEGA is to create the exclusive blue of CENDES and a brand-new brand system based on the times.
Retain the graphic logo without reducing the brand recognition value and the sense of quality. We build the relationship between brand elements through font design. Chinese font design unites with the "beam" and "column" structure of Chinese architecture, while English font design echoes with staggered geometric graphics. Agreeing to disagree reveals the complementarity between the international technical background and the Chinese soul of CENDES.
The bronze Taotie pattern and Gothic church glass pattern are selected as a basis of auxiliary graphics, through segmentation and connection forming linear graphics, to be consistent with the original logo. The traditional charm and modern geometry coexist.
A series of gifts specially designed and developed for CENDES enhance the brand value.
Information
甲方：CENDES
项目类型：品牌设计
项目设计日期：2021.11-2022.03
品牌设计师：张静、罗逸亭
品牌策划：郑恬辛
Summary
山鼎设计作为能够开展全程设计业务的建筑设计公司，在设计行业具有广泛的影响力。山鼎设计走过二十年的发展道路，已然迈进时代之蓝。打造山鼎专属之蓝和应时代而立的全新品牌系统是VEGA的目标。
保留图形LOGO，不降低品牌识别价值和品质感受，设计师通过字体设计构建品牌元素之间的关系。中文字体设计与中式建筑的“梁”、“柱”造型结构一脉相承，英文字体设计则以几何图形交错呼应，中英文的“求同存异”揭示了山鼎设计的国际化技术背景与中国灵魂的相辅相成。
辅助图形结合原有LOGO的视觉感受，选择“青铜饕餮纹样”和“哥特教堂玻璃”处理线性图形，分割拼接使用，传统风韵与现代几何感并存。
为山鼎设计专门开发的系列礼品更提升了品牌价值。
To Build A Brand
A Brand Is So Much More Than A Logo
Brand identity should have multiple facets - with the help of good designers, it manifests itself through graphic, interior space, product and even artwork.
一个 Logo 不等于品牌，品牌的形象应该是多元化的。结合对品牌的理解，平面、空间、产品、艺术都是不可或缺的元素，只有多元化的呈现才能让品牌更加丰满。
