在分析和讨论之后，CanBrandTeam为城建集团整合了从创办之初的所秉持的理念到现阶段的发展需求，结合当下国际化的visual system审美趋势，决定采用扁平化的视觉体系整体重塑城建集团的形象。
CASE STUDY · CanBrand
Jinan Urban Construction Group
Jinan Urban Construction Group · total brand planning
01
Project overviewProject Overview
In May 2010, Jinan Urban Construction Group commissioned CanBrand to deliver total brand planning. The visual direction was set by lead designer Shi Haibin after studying the context of architecture; the engagement delivered the full file set and implementation hand-over Jinan Urban Construction Group needed, giving the brand a consistent identity with room to extend.
02
Project showcaseProject Showcase
客户 Jinan Urban Construction Group
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Period: 2010年五月 Client industry: architecture/建材 |
Scope of work: total brand planning / Logo design Design team: CanBrand design team |
Jinan Urban Construction Group有限Company是国有法人独资Company，是具有80余年发展历史的国有大型企业。集团为进一步顺应市场经济发展大潮，紧跟城市市政建设发展步伐，Jinan Urban Construction Group决定实施集团化发展战略。然而城建集团的visual identity system和Corporate image并不完善，不利于集团化形象的树立及发展。
需求 DEMAND
城建集团主动找到CanBrand，希望能够快速的建立并完善一套完整能马上应用的视觉体系。
方法 APPROACH
在分析和讨论之后，CanBrandTeam为城建集团整合了从创办之初的所秉持的理念到现阶段的发展需求，结合当下国际化的visual system审美趋势，决定采用扁平化的视觉体系整体重塑城建集团的形象。在本次设计proposals中CanBrand更加注重了城建集团的专注、创新、追求卓越的高贵品质的体现。以“一路一桥”为主题充分体现集团的专注, with菱形为辅，所切割的空间形成的陆地和天空完美结合，做到整体协调统一。
Work ACHIEVEMENTS
Jinan Urban Construction Group作为Shandong市政建设系统龙头，在全国同industries也处于领先地位，并列入为全国“铁路、公路、隧道、桥梁architecture业100家最佳经济效益architecture业企业”和“100家最大经营规模architecture业企业”，所建工程涵盖10余个省(自治区)的60多个地市。为进一步顺应市场经济发展大潮，紧跟城市市政建设发展步伐，Jinan Urban Construction Group决定实施集团化发展战略，逐步形成集设计、科研、管理及施工为一体的多元化发展格局。
03
Design approachDesign Approach
Jinan Urban Construction Group的图形色彩字体，围绕architecture属性展开；Jinan Urban Construction Group的辨识度and延展性俱佳。
Jinan Urban Construction Group的total brand planning规范覆盖网格、色彩字体；组合禁用规则齐备，参照Jinan Urban Construction Group示例执行不走样。
Jinan Urban Construction Group的rollout场景贴合architecture实际，覆盖门头、大屏and公文；Jinan Urban Construction Group自图纸到实物全程交底，Jinan Urban Construction Group验收合格。
04
Project valueProject Value
With the project complete, Jinan Urban Construction Group owns a visual asset base covering total brand planning. 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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If you need comparable work in logo, VI, packaging, wayfinding and exhibition space, or a cultural IP brand upgrade, send us your project brief — we provide an initial assessment and a scoping discussion free of charge.
If you have similar demands for logo, VI, packaging, signage or cultural IP branding, please submit your project brief. We offer free preliminary assessment and consultation.
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