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              Paradise

              Rebranding for the top Chinese umbrella brand, which has over 30 years of history.

              The long history has endowed the brand with some traditional and unique cultural attributes. However, the traditional and slightly outdated image demonstrated by the brand of Paradise Umbrella seems incompatible with the current youth-oriented and contemporary mainstream market. Now, the brand intends to present a new brand image that is more youth-friendly and better fits the contemporary culture through new positioning and visual planning, without compromising the essence of the brand. The design, with its core elements reflected in inheritance and innovation, retains the main body of the text logo to underline the essential identity of the brand. In the past brand visual communication, the brand has always been showcased in words, lacking diversity in visual expressions. Nowadays, with the rapid development of online and media resources, showcasing a brand simply by words will impede brand communication significantly. In the brand-new logo, the design updates the relatively outdated calligraphy font with a more contemporary font that goes in line with the cultural trait of Paradise Umbrella. On the other hand, the design also creates a unique identification symbol that serves as a perfect match for the brand’s connotation - a semi-arc shaped like a put-up umbrella, which symbolizes the brand’s cultural attributes, its dedication to products and techniques, and its empathy toward users and life. In terms of the brand’s visual extension, the design keeps strengthening the brand's new visual symbol with its rich and varied expressions on different media. Meanwhile, through the overall image building, it creates for the brand of Paradise Umbrella a complete and unified new image of the times that features youth-friendliness as well as internal and external refinement.

              Design creates a unique identification symbol that serves as a perfect match for the brand’s connotation - a semi-arc shaped like a put-up umbrella.

              The new brand symbol symbolizes the brand’s cultural attributes, its dedication to products and techniques, and its empathy toward users and life.

              As the brand’s visual extension, the design keeps strengthening the new visual symbol with its rich and varied expressions on different media.

              As to the retail territory, the new visual highlighted the recognition of the brand, and provided more interesting inaction with the consumers.

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