电商 | 网易考拉品牌升级，最全案例
http://5b0988e595225.cdn.sohucs.com/images/20180613/18c4688ca6e24827ad4859422fc64ccb.jpeg项目背景就在前几天，网易考拉海购不仅换了新LOGO，就连名称也换了！此次“网易考拉海购”更名为“网易考拉”，与此同时发布全新Slogan“我的美好世界”，宣布正式进军综合电商市场。正如新LOGO的核心理念“融合”和“连接”传达出考拉想要带你去看美好世界的决心。http://5b0988e595225.cdn.sohucs.com/images/20180613/3e1e25d317c44b2bbe3df987eab55734.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/470aaf4503204932b02c3f46244cbfad.pnghttp://5b0988e595225.cdn.sohucs.com/images/20180613/4c7496dcec43439496aa870669854662.gif关于设计从新旧LOGO对比中，我们能看到在标识图像设计上，新LOGO在原来旧的LOGO上进行优化，新LOGO的整体统一性更紧凑，同时去掉的圆形边框，图形的轮廓上也更加的圆润，将考拉头像IP进行符号化。和新LOGO搭配的标准字体也进行了优化，字体更加有设计感，流畅度也大大提高。http://5b0988e595225.cdn.sohucs.com/images/20180613/18565285acc3415f9cbcacc634cdb93b.gifhttp://5b0988e595225.cdn.sohucs.com/images/20180613/5f227b5b9630487da3b62714bcd398bb.gif关于标准色在色彩搭配上，将以前的单色变成了流行的渐变色，整体上的视觉效果更加突出。这次升级是图形变成超级符号的一次跃迁，包括打开APP之后的海报，都用这个简洁的LOGO轮廓，让人看的更清晰。http://5b0988e595225.cdn.sohucs.com/images/20180613/3548e6b118ff4d1a88c9ea76cc278615.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/0146b26decd94b01b00f92bac4129c30.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/f17d89865ac64c57832b6d99d6e08c15.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/8e27cc2bb60941a59f14827eba757c4f.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/ecf4f014fc5a4fccb4fc3e5ebcbf3cb5.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/ce2b0203bfc041859b9ade0d0db8aa51.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/282070382d724f00bac3affc92a77d20.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/426525893fdf4cbfb692d872f5394a47.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/f8a7215e3a5046069d344bde680853ad.gifhttp://5b0988e595225.cdn.sohucs.com/images/20180613/f3245a62474048f292ea791f244435ab.gif适配应用目前，新LOGO的APP 4.0版本已在iOS端和安卓端的应用商店全部更新，WEB端页面也已同步更新。http://5b0988e595225.cdn.sohucs.com/images/20180613/4e7e8a28b45e4aaab0ca56713be9823f.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/e415cbc846574965a88bccb58f904bae.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/d211b85a51ee4259a4f85ee16fc306fb.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/574b1b9b4d7343728d1930ca3e2bed9a.gifhttp://5b0988e595225.cdn.sohucs.com/images/20180613/2c58846153324c85a47bfda40e35c7aa.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/9db775f20fe4445382a76f02dcf6c646.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/ae43f486bff24420bcc011762508a8b1.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/31bfb7a110284cf9830f41c9a44193c3.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/6d338091482743ebbb9fa2aae095d553.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/ab1acdf3ad4740c494a82d328d8ab3b9.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/a6f4ffbd6bf64e8785e9e9a173351784.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/609677c269934a8e807c806c5092671d.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/9c31bd927d494a62ac204d436864c494.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/c9fc7c3e4be84ed8935fbe9f23959b3f.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/127b983c0af84ae89adc8a9114a56fbf.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/57710b0844034257ac334f5a0d441087.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/8497ccb7364e4ba8a9bbe1e44df0839c.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/07146ce0bc4041499c668741aad16641.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/8e76c0b9848b49c399a10a90bcef69ee.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/d4add4d37fd147feb69288f8f7390c4e.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/c915f015696c400cae349fef574185ff.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/882169463529460585fce7bf2bda84ab.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/6f306fa236f247b8ab75bee15568fbe8.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/668accac38304d429f5e32b6f0541228.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/d82d6d4bfc6a47499a66f779f8ae2d39.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/4688bf1b758e4249bbb0a5577403a43e.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/95644efbc26b469ea328bed5ed56d4fa.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/434be64d71244550965f6a84c5a646a7.jpeghttp://5b0988e595225.cdn.sohucs.com/images/20180613/81ecfe16f2614ce1a00bb99e6a8bcd4a.jpeg官方表示新的LOGO将更具有“网易考拉携手全球品牌打造用户美好生活”的含义，从而让品牌信息更加丰富，具有永恒性，释放更大能量。观点这次品牌升级实则是经营策略的升级——改为综合电商，标志设计去掉多余的元素，并将“考拉”进行提炼，这样符号特征更明显，更容易识别。整个视觉系统用考拉的耳朵进行延展，虽说正圆和红色多见，却是融合成一个系统的优秀案例。异军突起的网易考拉能战胜淘宝的天猫和京东的Joy么？
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