服務項目
品牌形象更新
宣傳系統
網絡系統
快遞產品物料系統
快遞運輸系統
中轉站品牌植入系統
營業網點門店系統
Visual Identity Upgrading
Publicity System
Network System
Express Product Material System
Express Transportation System
Forwarding Station Brand Placement System
Franchised Store System
宣傳系統
網絡系統
快遞產品物料系統
快遞運輸系統
中轉站品牌植入系統
營業網點門店系統
Visual Identity Upgrading
Publicity System
Network System
Express Product Material System
Express Transportation System
Forwarding Station Brand Placement System
Franchised Store System
中國快遞行業起步較晚，作為新興的服務行業，雖已進入快速發展階段，但相對于國外快遞巨頭企業而言，中國的快遞企業仍然處在起步發展階段，并在過去很長一段時間里忽視自身品牌形象在市場營銷中的建設和運作。而品牌形象是企業的無形資產，是企業文化不可分割的一部分，在后期商業競爭中的重要性不言而喻。
申通快遞經過二十年的探索與發展，在中國的布局已經形成，并且已擴展到美國、澳大利亞、日本等地，成為國內最具規模的民營快遞之一，申通原有的企業品牌視覺體系比較混亂，遇到很大的瓶頸和問題，因此2014年申通快遞邀請“形而上設計聯盟”對原有品牌進行繼承和升級。
首先對“STO”三個英文字母進行繼承和新的詮釋：字體由大寫“STO”改為小寫“sto”提升了易讀性和識別性，更顯年輕化，“s”意為申通，“to”表示“到達”、“方向”、“行動”等涵義；標志中融入“express”一詞，明確快遞屬性；標志的形態提取“包裹”的意向，順應現代化圖標設計的趨勢，使其更適用于互聯網以及手機平臺等應用系統中。將原有標志中的弧線元素改為由近及遠向上延伸，體現速度感和方向性，代表了申通快遞的順暢流通、積極向上。其次對品牌的色彩進行規范，以灰色和橘色為基調，兩種顏色在色相、明度上形成鮮明對比，提升標志的辨析度，既體現出申通溫暖而親和的特色，又富有現代時尚感。
Express industry started late in China. Though as an emerging service industry it has entered a fast development stage, China’s express enterprises are still in the starting stage compared with overseas express giants. What’s more, they ignored their brand image construction and operation in marketing for a long time in the past. Brand image is an intangible asset of an enterprise, and an integral part of enterprise culture. Its significance in later stage business competition is self-evident.
After 20 years of exploration and development, “STO Express” has formed its layout in China, expanded to America, Australia, Japan and other regions, and become one of the largest private express enterprises in China. The original enterprise brand visual system of “STO Express” was quite disordered, so it encountered a big bottleneck and problems. As a result, in 2014, “STO Express” invited DESIGN DESIGN GROUP to inherit and upgrade its original brand.
First, DESIGN DESIGN GROUP inherited and gave a new interpretation to the 3 letters “STO”: the capital letters “STO” were changed into small letters “sto”, which enhanced legibility and identifiability, and made the brand feel younger; “s” stands for the company; “to” indicates “arrival”, “direction”, “action” and other meanings; the word “express” was integrated into the logo, to clarify its nature as an express company; the shape of the logo came from the image of a “package”, to follow the trend of modern icon design, and make it easier to be used in the internet, cellphone platforms, and other application systems; the arc element in the original logo was made into a image that extends upward from the near to the distant, to show the sense of speed and the sense of direction, indicating that “STO Express” is smooth and positive. Next, DESIGN DESIGN GROUP standardized the brand logo’s colors: grey and orange were adopted as its base colors; the two colors form a sharp contrast in hue and brightness, which enhanced the logo’s discrimination; they not only show the warmth and amiableness of “STO Express”, but also are rich in modern fashion sense.
申通快遞經過二十年的探索與發展，在中國的布局已經形成，并且已擴展到美國、澳大利亞、日本等地，成為國內最具規模的民營快遞之一，申通原有的企業品牌視覺體系比較混亂，遇到很大的瓶頸和問題，因此2014年申通快遞邀請“形而上設計聯盟”對原有品牌進行繼承和升級。
首先對“STO”三個英文字母進行繼承和新的詮釋：字體由大寫“STO”改為小寫“sto”提升了易讀性和識別性，更顯年輕化，“s”意為申通，“to”表示“到達”、“方向”、“行動”等涵義；標志中融入“express”一詞，明確快遞屬性；標志的形態提取“包裹”的意向，順應現代化圖標設計的趨勢，使其更適用于互聯網以及手機平臺等應用系統中。將原有標志中的弧線元素改為由近及遠向上延伸，體現速度感和方向性，代表了申通快遞的順暢流通、積極向上。其次對品牌的色彩進行規范，以灰色和橘色為基調，兩種顏色在色相、明度上形成鮮明對比，提升標志的辨析度，既體現出申通溫暖而親和的特色，又富有現代時尚感。
Express industry started late in China. Though as an emerging service industry it has entered a fast development stage, China’s express enterprises are still in the starting stage compared with overseas express giants. What’s more, they ignored their brand image construction and operation in marketing for a long time in the past. Brand image is an intangible asset of an enterprise, and an integral part of enterprise culture. Its significance in later stage business competition is self-evident.
After 20 years of exploration and development, “STO Express” has formed its layout in China, expanded to America, Australia, Japan and other regions, and become one of the largest private express enterprises in China. The original enterprise brand visual system of “STO Express” was quite disordered, so it encountered a big bottleneck and problems. As a result, in 2014, “STO Express” invited DESIGN DESIGN GROUP to inherit and upgrade its original brand.
First, DESIGN DESIGN GROUP inherited and gave a new interpretation to the 3 letters “STO”: the capital letters “STO” were changed into small letters “sto”, which enhanced legibility and identifiability, and made the brand feel younger; “s” stands for the company; “to” indicates “arrival”, “direction”, “action” and other meanings; the word “express” was integrated into the logo, to clarify its nature as an express company; the shape of the logo came from the image of a “package”, to follow the trend of modern icon design, and make it easier to be used in the internet, cellphone platforms, and other application systems; the arc element in the original logo was made into a image that extends upward from the near to the distant, to show the sense of speed and the sense of direction, indicating that “STO Express” is smooth and positive. Next, DESIGN DESIGN GROUP standardized the brand logo’s colors: grey and orange were adopted as its base colors; the two colors form a sharp contrast in hue and brightness, which enhanced the logo’s discrimination; they not only show the warmth and amiableness of “STO Express”, but also are rich in modern fashion sense.
