红双鱼 REDOUBLE FISH - 荣获2019 iF DESIGN AWARD

传统与创新融聚的川菜新论调

环球网校即环球职业教育在线是国内规模最大的远程职业教育机构,2011年并入全球最大的教育机构——英国培生集团。这是环球网校的光环,也是旧标志无法承载企业现有的业务模式和规模的主要原因。

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红双鱼品牌介绍 Introduction of Redoublefish

红双鱼是中国传统艺术与当代文化交流融合出的新国潮产物。设计师希望通过品牌体现出“吃”这件事的通感效应。在同一时间让消费者体验有形的产品和无形的文化,从而获得具象和抽象并存的感官享受。

The Redoublefish (For exquisite design, we replace ‘Red double fish’ with ‘Redoublefish’) design is the product of a new national fashion combining Chinese traditional art with contemporary cultural exchanges. Designers hope to show the synesthesia effect of eating through the brand. Meanwhile, consumers can experience tangible products and intangible culture to enjoy the concretization and abstraction.

 

品牌品类 Brand category

酸菜鱼是一道中国重庆经典名菜,具有中国重庆悠久的地域美食文化背景。作为重庆江湖菜的开路先锋之一,酸菜鱼自上世纪八十年代流行至今依然深受大众欢迎。

Boiled sliced fish with pickle cabbage and chili is a famous classic dish with long regional cuisine culture background in Chongqing, China. As one of the pioneers of Chongqing's Jianghu cuisine, boiled sliced fish with pickle cabbage and chili  has been popular with the public since the 1980s.

 

红双鱼品牌命名&释义 Brand name & interpretation:

红双鱼的名称是以品类以及中国地域文化为考量,运用单字组合的手法为命名的。

The name of Redoublefish is based on the category and Chinese regional culture, using the word combination method for naming.

红,是中国传统喜庆色彩,代表着喜庆和祥和。

Red is a traditional Chinese festive color, representing happiness and peace.

双,在中国传统文化中代表着成双成对的美好寓意,同时也有交融融合之意。

Double, represents good implication of a pair in the traditional Chinese culture and the meaning of integration as well.

鱼,与品牌品类直接关联,可以通过名字来提升餐厅的品类辨识度。

Fish, which is directly related to the brand category, can be used to improve the classification of the restaurant through the name.

名称在包含了产品特征的同时更赋予了品牌极好的寓意,具有时代感且经典的“红双鱼”为该品牌笼罩了一种复古气质,让品牌形象更为丰满,突显品牌核心。

While containing the product features, the name also gives the brand excellent meaning. The classic "Redoublefish" with a sense of the times has covered the brand with a retro temperament, making the brand image more impressive and highlighting the core of the brand.

 

红双鱼的命名是构思整体设计的主导思想。

The name of Redoublefish is the dominant idea of the whole design.

在经过对红双鱼名称的剖析与提炼后,设计师在空间设计与平面设计上皆采用了许多与中国传统文化、喜庆文化息息相关的设计元素,将红双鱼的命名贯彻始终并饱满地落实到设计上。

After the analysis and extraction of the name of Redoublefish, designer adopted many design elements related to traditional Chinese culture and festive culture in both space and graphic design, and implemented the naming of Redoublefish throughout and fully into the design.

 


 

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LOGO设计释义 Definition of LOGO design

LOGO 中包含字体和符号 LOGO contains font and symbol

 

字体 Font

字体采用了繁体楷书作为字体创作的框架,这种字体的书写方式笔画流畅简爽,端正分明中带有传统之韵,十分适合作为红双鱼字体创作的方向。

The font adopts traditional Chinese in regular scripts as the framework of font creation. The writing style of this font is smooth and simple with traditional rhyme in its regular and clear lines, which is very suitable for the font creation direction of Redoublefish.

在字体设计上重新绘制了笔画,让红双鱼三个字更赋有情绪和个性;

In the font design, the strokes were redrawn to make the three characters of Redoublefish more emotional and personal.

 

符号 Symbol

在红双鱼符号创作中,我们选择了一个既现代又传统的设计思路。运用现代几何图形的设计与中国传统篆刻,将红双鱼的“双”字以简体字体的形式与“双鱼图形”相互融合,整体视觉效果既像一个面带欢喜的人物表情又像一个传统的中国结。

In the creation of Redoublefish symbol, we chose a modern and traditional design idea. Using modern geometric design and Chinese traditional seal engraving, the "double" character of Redoublefish is integrated in simplified Chinese font with the "double fish" figure, and the overall visual effect is both like a happy face and a traditional Chinese knot.

 

辅助元素设计释义

品牌的辅助元素是围绕品牌名称和LOGO的寓意来展开的。分别融入了中英文辅助字体的设计和中国传统文化中的金童玉女系列图形一组。

Definition of auxiliary element design: the auxiliary elements of a brand are developed around the implied meaning of the brand name and LOGO. It is respectively integrated with the design of Chinese and English auxiliary fonts and the series of pictures of boy and girl attendants of fairies in Chinese traditional culture.

 


 

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色彩系统 Color system

在主色彩上,我们采用了朱砂红和石绿。红色是中华大地上人们最为喜欢的颜色之一。在中国千年的流传运用中,红色俨然是最能代表吉祥、喜庆寓意的。而绿色与红色的搭配能使设计具有冷暖反差的质感,让整体更加和谐,富有精神和生命力。About the main color, we used cinnabar red and stone green. Red is one of the most popular colors in China. In the thousands years of spreading in China, red can represent auspicious and happy implication the most. And matching of green and red can make the design have the contrasted sense of cold and warm, letting it be more harmonious in the whole with spirit and vitality.

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总结 Conclusion

红双鱼的设计是个不断汲取传统经验的过程,我们不断地从中国传统艺术中提取、获益,将中国传统文化整合转化,折射为现实,令品牌的设计在本体中散发着新时代特征,变成崭新且具有普世价值的国潮品牌。

The design of Redoublefish is a process of constantly absorbing traditional experience. We constantly extract and benefit from Chinese traditional art, integrate and transform Chinese traditional culture into reality to make the brand design radiate new era features in itself and become a brand new and universal national fashion brand.

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