Seek to create accidents

As an evaluation of a good mark, in addition to being closely related to the attribute of the product (company) in the first place, it is a unique personality of the mark, with original ideas and shapes. It is easy for the public to know and remember, and to leave a deep impression, but also stand the test of time.

The Jingrui Mansion is a hotel of the civil aviation system. The owner’s request sign must highlight the modern aeronautical science and strict management that the hotel possesses, and secondly, it must embody the first-class service of the hotel.

The designers chose the “moiré” in Chinese folk auspicious designs. Talking about the "cloud" in the Chinese folk talks about the sky. Heaven is considered auspicious and peaceful from the point of view of the people. The mellow, round shape that was used to bring guests to the Jingrui Mansion was a fitting one.

The logo re-assembled the moire to form two auspicious clouds that concealed the two requirements of the owners. The hotel has both hardware and software and will be able to fly in the future. Two red clouds that run in tandem are "S" shaped, that is, the first letter of English service and represents the realm pursued by Jingrui Mansion: "Jingrui Mansion stands for service, Jingrui World serves." world". Hotel and consumer services are combined. This sign is summed up in three words: "smart, different, and simple."

"Qiao" means coincidental and related. As the old saying “had no coincidence”, it seems that relevance is the basic element of humanistic creation. Creative Design loses its purpose of communication if it is not related. Therefore, what the designers are struggling to seek is to find relevance among different things. When the difference between the product and the body surface is tens of thousands of miles away, immediate insight into the internal relationship is achieved.

"Different" can only be brought up by a different army. There is only a difference in the fierce competition in the market. Only in this way can the individuality be unique, lively and eye-catching. The core of creative thinking is actively seeking the opposite sex, manifesting itself as seeking special and outstanding differences.

"Jane", simplicity is a force. If a design works in a simple way, the more common emotion it generates, the deeper its value. For example, in mathematics, "committee," the complexity becomes simple, and when it is ten, it is a kind of ability necessary for a logo designer and a need for visual communication.