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              Grace

              Refresh a 30-year time-honored brand by inheritance and innovation to discard dross and refine the essential.

              Founded in 1986, Grace is the first brand in China's towel industry. Grace hopes to create a younger, more modern and more diversified brand image in the new era.?The strategy for rebranding is very clear; that is, inheritance and innovation. The brand with a history of more than 30 years has established certain brand recognition amidst a large population of consumers. Rebranding cannot be realized without reduction of complexion, absorption of essence and removal of dross. It is necessary to delete the old and vague cognition and highlight the clear core cognition, so as to build a more focused and clearer brand image in the new era. One of the most intuitive and most important elements in grace’s brand asset is the rose flower logo in rose red. But the existing flower logo is mainly framed with English font “a” from its previous English logo which is no longer used. Therefore, such an English graphic has lost its meaning as the core symbol of the brand with the abandonment of the English logo. In addition, the structure of the graphic is relatively complex and irregular. To reflect the concept of inheritance and innovation, the new design, on the one hand, maintains the flower outline that is the core element of the brand, and on the other hand, presents a more intuitive and clear cotton graphics for the brand. The cotton is an important identity of brand products, and the only embodiment of product quality. The entire graphic of cotton is composed of four joint basic circles, and each circle is endowed with four different meanings, echoing the four new core values of the brand, namely, family, quality, creativity and vitality. In this way, the brand has been remodeled to realize the out-from-within and the blend of the form and the meaning. ?The overall application of the brand continues to talk the unified visual language of the new logo, in parallel with rich possibilities through different dimensions and various combinations, realizing the young and diverse image as the brand appealed. Within the visual system, the design builds a complete brand visual system through brand graphics, patterns, and layout segmentation, so as to match the kaleidoscopic and diverse scenarios in the future and guarantee a unified and definite expression of brand image.

              To reflect the concept of inheritance and innovation, the new design maintains the flower outline that is the core element of the brand, and presents a more intuitive and clear symbol of cotton.

              The graphic of cotton is composed of four joint basic circles, and each circle is endowed with four different meanings, echoing the four new core values of the brand.

              The overall design speak with the unified visual language of the new logo, in parallel with rich possibilities through different dimensions.

              The design builds a complete visual system through brand graphics, patterns, and layout segmentation, so as to match the diversity of new brand image.

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