怡莲公司标志、VI设计与专卖店设计
新标志承袭原标志以品牌名称为主要设计元素的做法，利用消费者对“怡莲”读音的原有记忆而使品牌知名度得以保持，改变原标志的死板与含糊，提升了品牌的品质感以及整体气质。总体上看，标志是字体与背景图形的有机结合，并且字体的横走向与背景的竖走向产生一种对比，使标志和谐而富有层次感。
字体设计主要以直线为主，简约而精炼。弧线的运用，起到点睛的效果，给人以舒展而富有弹性的视觉感受，使人联想到莲花自古即为君子象征，以及“出淤泥而不染”的文化意蕴，给人以健康天然的心理感受。
背景深深浅浅的矩形色块，提炼自“波动的莲叶与粉黛的花海”的艺术想象，表现出很强的韵律感，典雅而富有活力。紫色、金色、粉色的组合带出几笔雍容贵气，契合于“礼品”的品牌定位，同时暖色调的温和清丽又符合床上用品的产品诉求。
标志简洁大气而不乏深刻内涵，整体抽象的几何轮廓是“现代时尚”的代名词，传达出一种“引领现代生活”的美好愿景，通道似的外形寓意着行销通路的一路畅通，以及品牌未来发展一帆风顺。
Yilian needed a new logo to promote their brand and express the quality of their products. Our logo design draws a direct connection to the company name. The two Chinese characters in the logo stand for Yilian (“Yi” = 怡 and “Lian” = 莲).
Some general background: The eye-catching effect of this logo is achieved by the combination of the Chinese characters with the colourful background graphic. The vertical lines of the background and the horizontal lines in the characters create an expressive contrast.
“Yilian” means “beautiful lotus flower” in Chinese. The lotus flower is a very positive symbol in China. In ancient times people asssociated the lotus flower with a gentleman. There is an Asian Poem saying the lotus flower grows up from mud, but becomes a clean, beautiful flower. The lotus symbolizes the peaceful mind and tranquility embodied in a fine gentleman.
Our challenge was to integrate the symbol of the lotus flower in the logo. Our solution: With the different coloured blocks in the background we created the image of a shimmering lake. The gently rolling archline looks like a soft wave and makes the two Chinese characters float like a lotus on the water.
The colours gold, purple and pink reflect the elegance of Yilian’s products. The designed gifts have delicate grace and sensibility, promoting the beauty and exquisiteness of the brand. The warm, mild tones and the neat colour scheme suit the sophisticated and elegant clientele Yilian is serving. A feeling of modern fashion and the comfort of modern life is created through the abstract, geometric design of the colour blocks.
怡莲公司VI设计的应用。