《牛炖汇聚中心宜家家居IP形象设计》

作品类别：创意视觉传达设计

作品介绍：牛公仔“牛炖”以荟聚集团母公司宜家家居创始人为原型设计，谐音英国物理学家“牛顿”，定位为宜家首席生活家，双子座，常常在浪漫的感性与严谨的理性中来回穿梭，认为自己是最靓的仔，同时为了让世界更美好而不断探索未知。整体形象以19世纪中后期的北欧爵士形象打造，传达着宜家家居产品给客户提供的严谨、实用的品牌情感。取自飞行员眼镜外形与超人斗篷、红色领结等形象定位当下目标消费群体注重仪式感，向往幸福生活的特征。 The prototype design of Niudun is based on the founder of IKEA, the parent company of LIVAT group. Niudun is homophonic to the British physicist "Newton",it is positioned as IKEA's chief life home, Gemini. It often shuttles back and forth between romantic sensibility and rigorous rationality, believing that he is the most outstanding guy . At the same time, it constantly explores the unknown in order to make the world a better place. The overall image is created based on Nordic knight image in the middle and late 19th century, conveying the rigorous and practical brand emotion provided by IKEA products to customer,it's derived from pilot glasses shape and Superman cape, red bow tie and other images, positioning the characteristics of target consumer groups paying attention to the sense of ceremony and yearning for a happy life .

辛智晟

武汉工程大学