The new brand VI of Shanghai United Foundation and “E.G.G. WALKATHON” will be unveiled in the offline event on May 13th. And THP, as a long-term support partner for four years, has also put efforts into this upgrade project, and carried out a comprehensive brand renewal action together with Shanghai United Foundation.
Tackling Pain Points & Defining the Core
Emphasize the core value of the brand through visual expression.
After communication, we found that the original visual image of “E.G.G. WALKATHON” was relatively traditional. Its graphic composition was purely derived from the interpretation of the text name and has no strong connection with the core connotation of the brand.
Therefore, starting from the role of Shanghai United Foundation, we focused on the brand concept of “More Than Kindness” and integrated it into the constituent genes of sub-brands in a graphic extension way, thereby expressing the brand’s appeal to social public welfare forces.
Examining Details & Unifying Visuals
Use the optimization of details to unify the order of brand vision.
In fact, we have not only upgraded the visual system of “E.G.G. WALKATHON”, we have also made detailed adjustments to the logo of the main brand – Shanghai United Foundation. We balanced the visual weight of its U-shaped icon, adjusted the proportion of Chinese and English characters, and redefined the layout of the logo and slogan.
At the same time, by reorganizing and arranging the U-shaped icons in the Logo, we designed different patterns and graphics, and gave them different meanings, so as to serve as auxiliary graphics applications in different scenarios.
In addition to the upgrading and renewal of the main brand Logo, we also developed a new sub-brand visual system. The main and sub-brands complement each other to achieve the unity of visual order, and develop a more complete use of brand logo specifications and standards, so as to facilitate the subsequent adaptation to various application scenarios.
当然除了围绕主品牌 Logo 的升级焕新，我们也发展了全新子品牌视觉体系，主与子之间相辅相成，达成视觉秩序的统一，并且制定更完整的品牌标识使用规范和标准，方便后续适应于各类运用场景。
Emotional Resonance & More Than Design
More than Kindness.
During the entire design process, we experienced a 3-month lockdown due to the epidemic. We longed for a return to normalcy, but were powerless to be trapped. But it is also this special experience in the design process that allows us to see more spiritual power brought by the goodwill between people. At the same time, our chief designer Yue Liualso became a mother during this period.
The joy of new birth unlocks a new force for the team, allowing us to find infinite beauty and hope, and add inspiration for creative ideas.