服务项目
品牌形象更新
宣传系统
网络系统
快递产品物料系统
快递运输系统
中转站品牌植入系统
营业网点门店系统
Visual Identity Upgrading
Publicity System
Network System
Express Product Material System
Express Transportation System
Forwarding Station Brand Placement System
Franchised Store System
宣传系统
网络系统
快递产品物料系统
快递运输系统
中转站品牌植入系统
营业网点门店系统
Visual Identity Upgrading
Publicity System
Network System
Express Product Material System
Express Transportation System
Forwarding Station Brand Placement System
Franchised Store System
中国快递行业起步较晚，作为新兴的服务行业，虽已进入快速发展阶段，但相对于国外快递巨头企业而言，中国的快递企业仍然处在起步发展阶段，并在过去很长一段时间里忽视自身品牌形象在市场营销中的建设和运作。而品牌形象是企业的无形资产，是企业文化不可分割的一部分，在后期商业竞争中的重要性不言而喻。
申通快递经过二十年的探索与发展，在中国的布局已经形成，并且已扩展到美国、澳大利亚、日本等地，成为国内最具规模的民营快递之一，申通原有的企业品牌视觉体系比较混乱，遇到很大的瓶颈和问题，因此2014年申通快递邀请“形而上设计联盟”对原有品牌进行继承和升级。
首先对“STO”三个英文字母进行继承和新的诠释：字体由大写“STO”改为小写“sto”提升了易读性和识别性，更显年轻化，“s”意为申通，“to”表示“到达”、“方向”、“行动”等涵义；标志中融入“express”一词，明确快递属性；标志的形态提取“包裹”的意向，顺应现代化图标设计的趋势，使其更适用于互联网以及手机平台等应用系统中。将原有标志中的弧线元素改为由近及远向上延伸，体现速度感和方向性，代表了申通快递的顺畅流通、积极向上。其次对品牌的色彩进行规范，以灰色和橘色为基调，两种颜色在色相、明度上形成鲜明对比，提升标志的辨析度，既体现出申通温暖而亲和的特色，又富有现代时尚感。
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.
申通快递经过二十年的探索与发展，在中国的布局已经形成，并且已扩展到美国、澳大利亚、日本等地，成为国内最具规模的民营快递之一，申通原有的企业品牌视觉体系比较混乱，遇到很大的瓶颈和问题，因此2014年申通快递邀请“形而上设计联盟”对原有品牌进行继承和升级。
首先对“STO”三个英文字母进行继承和新的诠释：字体由大写“STO”改为小写“sto”提升了易读性和识别性，更显年轻化，“s”意为申通，“to”表示“到达”、“方向”、“行动”等涵义；标志中融入“express”一词，明确快递属性；标志的形态提取“包裹”的意向，顺应现代化图标设计的趋势，使其更适用于互联网以及手机平台等应用系统中。将原有标志中的弧线元素改为由近及远向上延伸，体现速度感和方向性，代表了申通快递的顺畅流通、积极向上。其次对品牌的色彩进行规范，以灰色和橘色为基调，两种颜色在色相、明度上形成鲜明对比，提升标志的辨析度，既体现出申通温暖而亲和的特色，又富有现代时尚感。
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.
