Narwal
云鲸
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As one of the leading robot mob brands in China, Narwal had been granted with the tags of “innovation” and “creation”. Now at the new phase of the brand growth, Narwal hopes to keep the innovation of the branding to present a stronger image with meaningful values, which can go beyond its product, and communicate with consumers through deep inside, so that can build closer relationship with them.As one of the leading robot mob brands in China, Narwal had been granted with the tags of “innovation” and “creation”. Now at the new phase of the brand growth, Narwal hopes to keep the innovation of the branding to present a stronger image with meaningful values, which can go beyond its product, and communicate with consumers through deep inside, so that can build closer relationship with them. Firstly, as the existing graphic logo, which is more cartoonish and figurative, it is difficult to build a visual language with the logo to unify the brand image, so it lacks of a consistent visual identity.
The goal of the design is to present a more symbolized logo, which can build a strong communication for the brand. Design combined the initial letter N of Narwal with the shape of the animal narwal. The unique symbol not only creates a strong recognition of the brand, but also the extended visual language from the logo has build a consistent and distinctive brand image.
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作为中国扫地机品类的头部品牌，云鲸一直被赋予“革新”“创造”的标签。在品牌成⻓的新的阶段， 云鲸同样希望通过创新来为品牌塑造更具价值的形象，能够跨越产品，讲诉品牌的精神内核，从而 强化与用户更深层次的维系。 首先，作为原先的品牌标识，图形偏向卡通具象的表达，显得传统且缺乏联想。同时，具象的图形无法形成统一的应用语言，从而不能实现有效的品牌传达。设计的目标是希望通过更具符号化的图 形更有力的为品牌形成更直观的识别，设计将Narwal的首字母N与云鲸的造型结合，为品牌创造了 独一无二的视觉图腾，在品牌形象的整体塑造上，设计将图形符号演变成视觉语言，并通过不同媒 介的延展，构建了品牌统一而独特的视觉形象。建立了云鲸当代年轻同时拥有深刻价值内涵的品牌新形象。
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