Week 13 and 14

Slogans I wrtite:

  1. Dream as horse, going to the ocean of stars.
  2. I`ll compensate you the tenderness that the world doesnt give you.
  3. Night is dark, let me raise stars and moon for you.
  4. The end of the night is wireless tenderness the universe left to you.
  5. Late at night, a magnifying glass of emotion.

drafts of logo and styleguide:


I tried drawing with software first, but I`m not familiar with it and drwaing very slow, so I change to handrawing.

Final Effect:

Design Brief:

Posters is inspired by a I saw on the Internet.

The logo is inspired by a saying from a Japan designer-Kenya Hara. he said: The symbol itself does not represent anything, but the more abstract and meaningless it is, better. that`s why I add a light blue part on the top left corner.

So I use a square as background, symbolize bed. dark blue symbolize night. color psychology said, blue can make people calm. The light blue on the top left corner symbolize quilt, same with poster.


I saw this poster in a video talking about layout, don`t know who is the designer.

日本蛋糕甜品店 Châteraisé 推出由 佐藤可士和 设计的新LOGO – 标志情报局 (


Week 12 Branding Story

The story I made for love feel bedding set is:

A woman dragged her tired body back home. threw her coat and bag on the ground, fell into bed and fell asleep quickly. The camera moves down slowly, the lower part of the bed turns into the sky gradually, and the woman falls from the sky in a soft cloud, the camera moves up, the cloud becomes smaller and smaller. The environment around the cloud is moving rapidly, the woman is not lying on a cloud, is the back of a big bird.

The bird landed on a tree, and the woman slipped from the bird’s back onto a flower. The camera moved up again, the tree was full of flowers with gentle sunshine on it. The camera moves up to the flower and bird on the quilt and pillow where the woman lying.

The alarm clock ranging suddenly. The woman`s arm reached out from the quilt and turned off the alarm clock. She got up and opened the curtain, and the sun poured in. The flowers and birds on the quilt seemed to feel the sun, shaking their petals and wings.


The brand I chose to redesign is a Chinese bedding set brand–love feel Bedding Set. Why I chose bedding set to rebrand is because recently, my sleep quality is very poor. I think mostly is because of that my bedding set is not so comfortable, they are too hard. I felt that my mind was in a daze and I had no energy to do anything after I wake up, this made me realize the important of bedding, so I decided to rebrand bedding. Compared with other bedding brands, the products of this brand have no age restrictions, but also are not very competitive in the market, because most of the market share of Chinese bedding is occupied by some old bedding brands which has a long history, they have a high reputation in consumers, and it is not easy to defeat them, so I hope this brand can win in identity and atmosphere, that is the weakness of these old brands.

I didn`t found so much resources about rebranding on Zcool. Project3 Bedding Set-公开的收藏夹-站酷 (ZCOOL)

Week 8 Blog

Sorry for late submit week 8 work,because I don`t know how to trans image into this, until I ask Andyd and Bella.

Week 9 Color

Waldo Trommler Paints Design Analysis:

Color : Using contrasting colors, like red and green, yellow and purple, blue and orange. They don`t have enterprise colors, that means the designs, combination of elements is important.

Logo Typography : The tip of the font is round, make people reminiscent the roller.

Package Typography : The font is very large, take up the whole package, it is conspicuous enough when it on the goods shelves. But it only have two colors, so its design doesn`t looks messy while outstanding.

Images : The tag`s layout of the package include some elements relate to painting such as brushes, gloves, rompers… telling consumers we are a painting brand.

Lonel Earing color:

These are the earing logos. first one is without background, second one is have background. I think each of them have a unique advantage the others doesn`t have but also disadvantage. How to collect their advantage together and remove disadvantage?


Concepts and Ideas Design

This is the draft of LONEL earrings, finally I decided to use the last one, an abstract shape composed by dots, it`s a crown, or firework, or flower, anything you think it is.
I think girl at this age(16–25.), they are not a children, but not an adult. not ration enough because they are not go out the campus yet. still a little bit rash, kind, even naive, but not too childish.
This is the character I think of the target group of the age of earrings brand.
Color I want to use is green at bottom, and gradual change to orange at the top. this two means vitality and life.

Briefing Project

The brand I chose to rebrand is a Chinese earrings brand, called LONEL. The main product of this brand is earrings. But it also sells others ornaments such as necklaces, brooches… And all earrings have ear clips, which take care of the people without ear holes. It is   a strong competitiveness with other earring brands.

The lowest price of the brand’s earrings is 25 Yuan, the highest is 69 Yuan, but most of the goods are between 29 and 39 yuan.

LONEL highest sales earrings:Three of them have obvious feminine elements, such as flowers, stars and pearls.

One is a Chinese style.

One is simple style, using point and line as major elements. but the color is gentle and low saturation.

It can be seen that the price and aesthetic positioning of the brand are young people, aged 19 to 26, mainly students.

At present, lonel is the earring brand with the highest sales volume between 29 and 39 yuan on Taobao. There is no competitor.

Packing of LONEL.

Ornament Logo design collect: Jewery-公开的收藏夹-站酷 (ZCOOL)

Rebranding Jewery examples:

天鹅起飞!施华洛世奇(Swarovski)换上新LOGO – 标志情报局 (

意大利高级珠宝品牌 Fope 重组后启用全新品牌LOGO – 标志情报局 (

LV 路易威登 LOGO微调,图案更苗条字体更厚重 – 标志情报局 (

著名时尚消费品牌 迪奥 Dior 启用新LOGO – 标志情报局 (

汇祥珠宝全新品牌形象标识 – 标志情报局 (

陈幼坚开设 ZNS 珠宝店,LOGO设计充满未来感 – 标志情报局 (

为吸引消费者,潘多拉Pandora珠宝37年后更换新LOGO – 标志情报局 (

英国珠宝商协会(BJA)成立125周年纪念标志 – 标志情报局 (

古驰(Gucci)默默换上新LOGO?其实已用很多年 – 标志情报局 (

德国高端化妆品连锁巨头Douglas即将启用新LOGO – 标志情报局 (

2018年LOGO设计趋势报告发布(完整版) – 标志情报局 (

Week 4

  Golden ratio:The golden section refers to dividing the whole into two parts. The ratio of the larger part to the whole part is equal to the ratio of the smaller part to the larger part, and its ratio is about 0.618. This proportion is recognized as the most aesthetic proportion, so it is called the golden section.

  Originate from: In ancient Greece, one day Pythagoras was walking in the street. Before passing the blacksmith’s shop, he heard the blacksmith’s sound of striking iron very good, so he stopped to listen. He found that the blacksmith’s beating rhythm was very regular, and the proportion of this sound was expressed mathematically by Pythagoras.


The rule of thirds: The rule of thirds is a composition method often used in photography, painting, design and other arts. Sometimes it is also called well composition. Trisection composition refers to the horizontal division of the picture into three parts, and the main form can be placed in the center of each sub part. This composition is suitable for subjects with multiple forms and parallel focus.


Principles of Gestalt: Seven basic principles of Gestalt: Proximity principle, Similarity principle, Continuity principle, Closure principle, Subject / background principle, Simple symmetry principle, Principle of common destiny.


Negative Space: The negative space in graphic design is transformed from the original figure ground. As early as 1915, it was named after Rubin, so it is also called Rubin inversion figure.


Grid design: The grid gives shape and hierarchy to the design, guides users to browse the page and find the required content. By using the grid correctly, we can accurately know where all kinds of elements should be placed, rather than randomly placing elements on the page, which also helps to speed up the design process.


Visual hierarchy: Whether it is poster design or page design, there will always be strong and weak, primary and secondary from the overall point of view, because there are visual changes, which makes the whole more hierarchical. Generally speaking: when users browse web pages with a lot of information, as designers, they should have visual elements that can form a memory in the user’s mind even if the user just browses.


Alignment or consistency: I think alignment or consistency is close to grid design and visual hierarchy.



 Andrew_Xu.(2019).字体排版:层次与构成.ZCOOL站酷.字体排版:层次与构成|平面|字体/字形|Andrew_Xu – 原创作品 – 站酷 (ZCOOL).

程远.(2018-11-11).6个小技巧,让你的视觉层次“蹭蹭蹭”提升.优设.6个小技巧,让你的视觉层次“蹭蹭蹭”提升! – 优设网 – UISDC

罗耀_系列.(2020).网格的基础.ZCOOL站酷.网格的基础|平面-UI-网页|教程|罗耀_系列 – 原创文章 – 站酷 (ZCOOL).

 Monica Galvan.(2021.4.3).什么是网格设计?网格设计的5个类型. 视觉设计.什么是网格设计?网格设计的5个类型 | 设计达人 (

 锐普演示.(2018.2.27).【每日赏析】“正负形”设计,什么鬼?.搜狐.【每日赏析】“正负形”设计,什么鬼? (

 印迹.(2020.9.2).近万字干货!带你全面了解格式塔原则 .优设.近万字干货!带你全面了解格式塔原则 – 优设网 – UISDC.

奇天插画原画.(2017.06.30).美术教程大全|黄金分割,看艺术品构图.简书.美术教程大全|黄金分割,看艺术品构图 – 简书 (

 喵了个瞄.(2020).当设计遇上格式塔.ZCOOL站酷.当设计遇上格式塔|平面|教程|喵了个瞄 – 原创文章 – 站酷 (ZCOOL).

Logo Visual Analysis

This analysis is divided into three parts, they are introduction, Unilever`s competitors and my thoughts.

  Introduction of the logo:

The logo I chose is Unilever. Unilever’s logo was designed by Wolff Olins, a brand consulting firm(Is a well-known brand consulting company established in 1965, it`s work Including the London 2012 Olympic Games logo, the New York taxi logo, and the new logo of (red) and wacom…). Its original design was to use more than 100 small patterns from African rock paintings to put together a “U”. This idea was affirmed by Unilever, but it has too many patterns would make it difficult to identify. Therefore, after several months of revision, the new Unilever logo of today’s style was born. The new logo contains 25 small patterns, each with its own unique meaning.

Sun / the symbol of vitality, the natural resources on which human beings depend for survival, and the origin of all life.

DNA / represents the origin of life and biochemical science, and is the key to a healthy life.

Bee / creativity, communication, hard work, and species diversity symbolize the opportunities and challenges brought by the environment.

Hand / symbolizes sensibility, care and demand.

Flower/ fragrance, when combined with the “hand” pattern, represents moisturizing lotion or cream.

Hair / a symbol of beauty, when combined with the “flower” pattern, it is reminiscent of cleanliness and fragrance; When combined with the pattern of “hand”, it represents softness

Palm tree / diverse natural resources, also a symbol of heaven

Sauces or speeches / stands for mixing and stirring to express the meaning of mixing fragrance and adding taste

Spoon / symbolizing nutrition, taste and cooking

Bowl / a bowl full of flavored food, also stands for ready to eat food, hot drinks or soups

Spice and flavors / for chili or fresh ingredients

Fish / symbolizes food, sea water or fresh water

Sparkle / bright and healthy

Bird / symbolizes freedom, free from trifles and enjoy the fun of life

Recycle / realize the commitment of continuously doing a good job in environmental protection

Lips / symbolizes beauty, beauty and taste

Ice cream / leisure, pleasure and enjoyment

Tea is also a symbol of plant growth, such as tea and tea

Particles/ stands for science, bubble and activity.

Frozen / frozen is a symbol of freshness, representing snowflakes

Wave / clean, fresh and energetic, representing personal cleanliness. When used with “clothing” pattern, it represents clothing washing and care

Liquid / stands for clean water and purity

Container/ stands for packaging, a bottle of personal emulsion.

Clothes / stands for beautiful and clean clothes.

Heart / symbolizes love, care and health.

The old logo:

Unilever executives once commented on the old logo that “the old logo conveys a strong and steady meaning, but we think it is not enough to reflect the company’s ambition, and it is not harmonious with our brand”.

  Unilever`s competitor:

Unilever and P & G are the world’s two largest commodity production and sales groups and the world’s top 500 enterprises. Since July 1, 2004, all subsidiaries of Unilever worldwide have used the new logo at the same time, and the last time P & G changed its logo was in 2003. With an interval of more than a year, the change of logo will have an impact on the turnover.

  In my opinion:

  I like this logo very much because it is concise and contains rich content. Although I don’t know the meaning of complex graphics in the logo at first sight, I can feel that its original design intention is beautiful and warm, rather than cold and rational sans serif letters.

The designer harmoniously combines irrelevant small elements (such as DNA, palm trees, sparks…), It gives them new meaning. At the same time, each small element can also be independent of the whole and have its own meaning. This has a great inspiration for me.

Because I chose the logo of tea in my last assignment. The first idea about the logo of tea is to combine horses, camels, boats, tea cups, mountains and water, and add a sense of history at the same time. However, due to limited ability, the sketch drawn is not ideal, and finally can only give up. Unilever’s logo solves this problem well – I can abstract the image, unify the color, shrink it and put it in a suitable shape.

More Logo:

McDonald’s takes “m” as its logo. The color is golden yellow. It looks like two open golden double arches, representing joy and delicious food. It symbolizes that McDonald’s continues to suck customers into this happy door like a magnet. McDonald’s logo is also known as “golden arch”. This golden Jumping Double Parabolic golden arch has long become synonymous with McDonald’s. Its pure, simple and modern design makes this “golden arch” timeless.

 Disney is named after its founder Walt Disney. The imaginative font design implies the classical and interesting of Disney animation.

In 1967, Marcello minale and Brian tattersfield were invited to design a unified logo for the store. They designed the logo according to the signature of shopkeeper Charles Harrod, which perfectly embodies the simple tradition and the brand tenet of friendship and inclusiveness.

Since then, the brand logo has not changed. Now it not only decorates the store, but also decorates many products from shopping bags to clothing. Therefore, the logo itself has high monetary value.

The cartoon handwritten logo was first introduced at the New York Toy show in 1959. Later, it has undergone many revisions, but the current version is almost the same as the original version. This design has a real charm, which can reflect the core of Barbie’s playful childlike innocence.


  非德企.(2003).迪士尼(Disney)标志(logo)设计含义.THE KEY. 迪士尼(Disney)标志Logo设计含义,品牌策划vi设计介绍 (

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