Shandong Golden Stars Men's Basketball狮子形象的标识推广已久，并且动物形象一直都是所有文化群体中最直接、最有力、最重要的象征源泉。
CASE STUDY · CanBrand
Shandong Golden Stars Men's Basketball
Shandong Golden Stars Men's Basketball · Brand logo design
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Project overviewProject Overview
In August 2006, Shandong Golden Stars Men's Basketball commissioned CanBrand to deliver Brand logo design. The visual direction was set by lead designer Shi Haibin after studying the context of competitive sports; the engagement delivered the full file set and implementation hand-over Shandong Golden Stars Men's Basketball needed, giving the brand a consistent identity with room to extend.
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Project showcaseProject Showcase
客户 Shandong Golden Stars Men's Basketball俱乐部
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Period: 2006年八月 Client industry: competitive sports |
Scope of work: Brand logo design/brand VI design/中英文标准字体/英文图形标设计/标准色彩 Design team: CanBrand design team |
2006年9月19日下午，Shandong黄金篮球俱乐部成立暨揭牌仪式新闻发布会在Shandong大厦举行，Shandong金斯顿男篮正式更名为Shandong Golden Stars Men's Basketball，Shandong男篮功勋教练叶鹏出任俱乐部总经理一职，巩晓彬继续担任主教练。征战联赛的吉祥物和标志也隆重推出：新的“狮子王”将激励Shandong Golden Stars Men's Basketball将士踏上新征程。这标志着Shandong男篮发展迈进新的历史时期,并将以全新的形象出征China男子篮球职业联赛。
需求 DEMAND
2006年上赛季获得CBA联赛第12名的Shandong金斯顿俱乐部，下一赛季将更名为Shandong黄金篮球俱乐部。新赛季为了能让Shandong球迷重树信心，俱乐部原来的logo、吉祥物也将进行重新规划设计，但经过公开征集海选过后仍没有满意作品，最后找到了CanBrand design team。
方法 APPROACH
通过一系列的调查、研讨和分析后，干将决定新标志保留先前狮子的造型并加以延展。Shandong Golden Stars Men's Basketball狮子形象的标识推广已久，并且动物形象一直都是所有文化群体中最直接、最有力、最重要的象征源泉。狮子形象采用“China北狮”“华夏灵狮”形象为基本造型基础，威武的钢铁般的狮爪紧紧扣住篮球，给人不可侵犯的威慑力，后面用具有动感的风般锦带衬托。狮子的面目表情凶悍,霸气,威猛和具有震慑力和杀伤力，使对手不寒而栗。整体组合外型又似头嵌锦花、角拱苍穹、霸气冲天的牛头。象征Shandong男篮牛气十足的霸气和力量。下方为“Shandong”的中英文名称被象征胜利的火焰又似欢呼胜利的手臂所群簇.中间火焰为代表第一大拇指的造型.寓意Shandong Golden Stars Men's Basketball永作霸主，称霸篮坛，永占魁首的美好祝愿。标志色彩以传统China红和水墨黑为主，具有强烈的民族色彩且色彩对比明快，极富冲击力。红色象征热量、活力和奔放、热情、爆发、太阳的烈焰以及球队的生命力；黑色象征“沉稳、刚直、坚毅、严正、无私”等含义。
Work ACHIEVEMENTS
Shandong Golden Stars Men's Basketball征战联赛的吉祥物和标志隆重推出，整个造型元素从传统出发又汲取国际化的图形设计元素，具有极强的张力视觉冲击力和很好的识别性、传播力和记忆性。对球队整体视觉形象的提升和国际化接轨以及对视觉受众的视觉记忆起到了很好的规范和传播的作用。新的“狮子王”将激励Shandong Golden Stars Men's Basketball将士踏上新征程，这标志着Shandong男篮发展迈进新的历史时期。
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Design approachDesign Approach
Shandong Golden Stars Men's Basketball的图形色彩字体，围绕competitive sports属性展开；Shandong Golden Stars Men's Basketball的辨识度and延展性俱佳。
Shandong Golden Stars Men's Basketball的Brand logo design规范覆盖网格、色彩字体；组合禁用规则齐备，参照Shandong Golden Stars Men's Basketball示例执行不走样。
Shandong Golden Stars Men's Basketball的rollout场景贴合competitive sports实际，覆盖门头、大屏and公文；Shandong Golden Stars Men's Basketball自图纸到实物全程交底，Shandong Golden Stars Men's Basketball验收合格。
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Project valueProject Value
With the project complete, Shandong Golden Stars Men's Basketball owns a visual asset base covering Brand logo design. Subsequent materials reuse the same master files, so the identity stays consistent across enquiries, campaigns and reviews, while long-term management costs are amortised.
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