鑫方盛公司标志与VI设计
东道经过认真专业的分析和调查，认为鑫方盛原有的视觉识别系统已经日趋陈旧落后，无法适应时代的变化，需要开发新的企业视觉系统来提升企业的整体形象，用一种全新的视觉形象来面对日益激烈的市场竞争。在对企业的标志做了精细的设计后，东道还为鑫方盛的专卖店做了整体细致的规范，使鑫方盛的整体形象在同类行业中脱颖而出。
标志以金字塔为设计主体形态，通过对三个四边形的变形，以及明暗面的色彩处理，形成三座争先向上的金字塔群，与鑫方盛公司的“鑫”字结构相同，具有良好的视觉识别性和品牌独特性。
金字塔的形态寓意着权威与财富，是对鑫方盛行业地位的表现。三座相对独立的金字塔形，寓意鑫方盛集团向多元化、多领域的全面发展。金字塔群之间的关联点，象征着集团各分公司之间的紧密联系。三座金字塔形也像是三个“人”字，既表现出鑫方盛集团“以人为本”的管理理念，又寓意了鑫方盛集团内部的紧密团结，也是生产厂商、鑫方盛和消费者之间的顺畅沟通。
金字塔群的副形形成一个大写的字母“X”的形状，是鑫方盛公司英文名称的第一个字母。标志整体色彩采用了象征财富的金色与象征服务热情的橙色，既体现出鑫方盛公司强大的经济实力，又展现了鑫方盛公司立足于服务客户、满足客户需求的热情与决心，是企业经营理念的传达。
Dongdao thoroughly analysed Xin Fang Sheng’s original corporate identity design. The result was very clear: the image was too old and could no longer catch up with the fast economic development in China. To be able to stand up to the increasing competition, the company needed a completely new visual identity. As Xin Fang Sheng was entirely satisfied with our design suggestions, they asked us to create their sales shop as well.
We chose the pyramid for several reasons. First of all the pyramid shape is the simplest, yet one of the most powerful representations. Secondly, three pyramids and adequate colour-shading create the image of the character Xin “鑫”. The direct relation to the name ensures that the logo will immediately be connected with Xin Fang Sheng.
Moreover, the pyramid is a symbol of authority, confidence and wealth and therefore perfectly suitable for a successful metal company like Xin Fang Sheng. The three pyramids are also indicating that Xin Fang Sheng Group offers a diversified range of services.
The three pyramids shape the form of an X, the first letter of the company name. The golden colour serves as a symbol of wealth. The warm orange colours reflect Xin Fang Sheng’s remarkable service care. So the logo does not only show economic strength, but also that the company’s success is based on superior customer service.
Last but not least, the three pyramids stand for three people. The Chinese character for person or people ( “Ren”) is “人” – shaped like a pyramid. Three persons stand for many people. They carry the message to the customer that Xin Fang Sheng is a very people oriented and people caring company - a successful team working closely with the client. The warm golden and orange colours accompany the service quality.
鑫方盛公司VI设计的应用。
Corporate design and usage of Xin Fang Sheng.