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腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

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品牌概述

Brand Overview

腾讯云基于腾讯多年来海量业务的技术锤炼,从基础架构到精细化运营,从平台实力到生态能力建设,通过游戏、视频、移动应用、金融、政企等行业解决方案和云服务器、云数据库、音视频等一系列明星产品服务的打造,致力于为企业和创业者提供集云计算、云数据、云运营于一体更优质的云端服务体验,成为全球领先的云服务提供商。

Tencent Cloud is committed to provide high-quality cloud services including cloud computing, cloud data and cloud operations for enterprises and entrepreneurs. Based on the years of massive cloud-based business technology, it covers many areas such as infrastructure to fine operation, platforms to ecological capacity, games, videos, mobile applications, finance, government and etc. Also industry solutions, and building cloud servers, cloud database, audio, video and a series of entertaining products are Tencent cloud’s coverage.

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

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品牌更新目标

Renewal Goal

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

随着产品的日益壮大,腾讯云希望通过品牌重塑使形象更加强有力和更具统一性。以下为品牌重塑的三个主要目标:

  • 目标1:独特的云图形标志赋予品牌年轻形象;
  • 目标2:中性而简洁的文字标志(SNG font)体现时尚形象;
  • 目标3:统一的品牌系统使得品牌形象更稳定结实。

As the brand grew bigger, Tencent Cloud decided to renewal the brand logo to have strong and unified brand image. There was 3 renewal goal for this project.

  • Goal 1: Unique cloud symbol to give young image of the brand
  • Goal 2:  Neutral and simple logotype for modern image
  • Goal 3: Unified brand system which can make a strong brand image

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

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品牌更新过程

Renewal Process

1. 品牌关键词

基于腾讯云产品特性,我们为品牌定义了三个关键词:

  • 稳定:提供稳定的云服务;
  • 快速:提供快速访问;
  • 安全:安全可靠地储存每个用户数据。

1.Brand Keyword

Based on the features of Tencent Cloud, we’ve defined 3 main keywords of the brand.

  • Stability: Provides stable services
  • Speed: Provides fast access
  • Security: Stores user data securely and reliably

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

2. 创意提炼

通过各式各样不同的云图形尝试,最终笃定款既有辨识度包含品牌理念的云图形标志。

  • 独特的云造型;
  • 包含关键词;
  • 年轻、时尚形象。

2. Idea Sketches

Various sketches has been done to find distinctive cloud shape which can contain the concept of Tencent Cloud.

  • Distinctive cloud shape
  • Shape containing the key words
  • Young & modern image

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

3. 造型优化

标志图形确定下来后,我们针对造型进行深入研究和细节尝试,从而找到最为简练和平衡的一个。

3. Shape Refining

After the symbol shape has been decided, shape variations has been studied to find the most simple and balanced shape.

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

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新品牌识别系统

New Brand Identity System

1. 图形标志

最终的图形传达3大概念,象征着腾讯云的品牌形象。

  • 连续环形(连接/系统/多样)
  • 圆滑云状(云/蓝色/平滑)
  • 可闭合开口(安全/锁定/存储)

1.Symbol

Final symbol conveys 3 concepts which symbolizes Tencent Cloud brand image.

  • Connected Rings (Connect / System / Diversity)
  • Rounded Cloud Shape (Cloud / Blue / Smooth)
  • Closable Open End (Security / Lockup / Store)

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

2. 文字标志

基于SNG字体系统而设计的文字标志显得尤为中性简洁。

2. Logotype

Neutral and simple logotype was designed based on SNG font system.

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

3. 标志

腾讯云logo由图形标志与文字标志组成,符合SNGlogo系统规范。

3. Logo

Tencent Cloud logo is made up of symbol and logotype following SNG logo system.

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

4. 色彩

腾讯云品牌色是从图形标志颜色中提取,主要有三个品牌主色,而辅色则有助于应用系统的使用和延展。下图中列举出了腾讯云品牌中应用的颜色比例。

4. Color

Tencent Cloud has 3 main colors extracted from the symbol color. Sub colors can be used as a supportive color for applications. The graph below represents the proportion of color usage in Tencent Cloud brand.

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

5. 图标系统

腾讯云的标准图标有助于延展腾讯云品牌视觉表达。所有图标都与腾讯云图形标志有着相同的设计语言——突破口。下页将展示已有腾讯云的标准图标系统,如涉及腾讯云行业需要可设计新图标。

  • 设计规则 1:保持宽高均为11x;
  • 设计规则 2:保持相同粗线笔画厚度;
  • 设计规则 3:保持开口端。

5. Icon System

Tencent Cloud basic icons help to broaden graphic expression of Tencent Cloud brand. All of Tencent Cloud basic icons are made based on 3 rules explained below. New icons can be made if needed under the subject that relates to the Tencent Cloud industry.

  • Rule 1: Keep 11x by 11x.
  • Rule 2: Keep same stroke thickness.
  • Rule 3: Keep an open end in one part.

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

6.动态图像演示

品牌宣传片展示的是腾讯云标志如何传达和表示该品牌三个关键词(稳定、快速、安全)并运用在品牌形象里。

6. Motion Graphics

Brand video shows how Tencent Cloud logo conveys and expresses the meaning of three key words of the brand (stability, speed, security) into the brand identity.

http://v.qq.com/boke/page/z/0/0/z0190oiup70.html

7.设计规范指南

简易设计规范指南:是针对品牌标志和图标系统制作的可快速、简易使用的规范文件。当然正式发布的品牌书中还包括了关于所有腾讯云品牌体系的解读与应用方式,敬请参考。

7. Guidelines

Simple guidelines is made for quick and easy usage of the logo and icon system. Also brandbook which is an official guidelines is published containing all the brand system of Tencent Cloud and explains how to use them.

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

8.品牌应用系统

品牌识别系统适用于品牌传播物料以统一的方式传达出强有力的品牌形象。在腾讯云设计规范的规定范围内,可将腾讯云的品牌标志和图标系统运用于不同场景中。

8. Applications

Brand identity system is applied to the brand communication materials to suggest a strong brand image in a consistent manner. Tencent Cloud logo and icon system can be applied in various ways under the rules that Tencent Cloud guidelines allow.

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

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品牌发布

Brand Launch

1. 品牌发布会

2016年3月,腾讯云新品牌形象在北京举行的腾讯云战略发布会上推出。本次大会共有77家媒体前来参与,媒体发布文章共计206篇,阅读数超过30万人次。

1. Brand Launching Conference

This new brand identity of Tencent Cloud has been launched at Tencent Cloud New strategy Conference held in Beijing in March, 2016. 77 medias participated the conference and they published 206 articles which was read by more than 300 thousand people.

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

2. 品牌广告

腾讯云全新品牌形象广告在纽约时代广场上播放,短片介绍了腾讯云服务的最关键特点。

2. Brand Advertisement

The new brand identity of Tencent Cloud was shown on the advertisement in New York times square, introducing the key features of Tencent Cloud service.

腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud 腾云驾雾——腾讯云品牌重塑 – Brand New Identity for Tencent Cloud

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本次的腾讯云品牌重塑项目,是统一整个腾讯社交网络所有品牌标志的开始。通过构建一个统一的识别系统,使得每个品牌元素和应用系统能够因一致的视觉语言而传达出一致的品牌理念。最终,我们的目标是让所有品牌都能够遵循这一品牌的发展过程,建立起一个强大的腾讯社交网络品牌大世界!

Tencent Cloud renewal project was the beginning of unifying Social Networking Group(SNG) product logo system. By building a unified identity system, brand communication pieces of each product can convey one consistent brand philosophy through its visual language. Eventually our goal is to have all the other SNG products being able to follow this brand developing process to create significant SNG brand universe.

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