Interpretation Of Beautiful New Movement With Chinese Red

From the beginning of 2006, people suddenly found familiar.

The store became more elegant and atmosphere. The original white tone was replaced by the brand new China red, and the grade was obviously improved.

At the same time, consumers will be surprised to find that there are two new elements besides the old logo in front of the door: a large ancient window pattern on the left, and an English letter in the middle.

By contrast, the dragonfly logo on the right is not so obvious.

In fact, behind the surprise of consumers, the red dragonfly is quietly and rapidly advancing the new space and plane image.

In order to further enhance the brand of red dragonfly, expand the share of red dragonfly in the two or three tier market, make it a leading brand in the two tier market and a challenger in the primary market, and finally become a popular boutique brand. Red dragonfly has a brand new positioning for the brand image.

There are three main directions for innovation and breakthroughs: Oriental culture, fashion feelings and internationalization. There are three key points for further implementation: the assurance of color elements, the assurance of natural and cultural elements and the establishment of international norms.

To grasp the essential elements of color is to pick up the basic color of the Oriental color "China Red" as the red dragonfly, and emphasize and highlight it as a part of the brand elements to form the "Dragonfly" patent.

"China Red" is not only a symbol of jubilation, but also a component of national pride.

Red is becoming one of the most fashionable colors. It is the competing elements of the major brands. The red dragonfly has the advantage in this respect, and now it is an opportunity for further consolidation.

"Orient is fashion". Oriental elements are the magic weapon that red dragonflies win in the domestic market. The road to internationalization is also based on the original oriental characteristics.

To grasp the natural and cultural elements is to pick up traditional Chinese culture and natural elements such as "old windows", "Chinese knots" and "cultural stones".

Through the demand of natural culture, it has great attraction to consumers.

On the basis of "innovation and breakthrough", the new image store has inherited the advantages of the old store, and has made a brand-new interpretation of the Red Dragonfly brand. With the new color "China Red" and "Beige", new elements such as bar screen, flower window pattern, metal shelf, cultural stone and so on, it has created a rich and varied experience of entering the shop, and has firmly seized the commanding height of the popular color of "China Red".

In addition, the new stores also reduce the regional cultural characteristics, and want to squeeze into the mainstream aesthetic field.

Redevelopment of VI standard

The establishment of international norms is to redevelop the VI standard, such as changing the original pinyin to English, that is, "REDDRAG ONFLY", and improving its status and preparing for future use as the main symbol.

The two is to improve the standards of creative design in space and advertising.

The main changes in the development of new VI are as follows: when the new logo is not fully registered, the old Dragonfly logo will continue to be used as the main symbol at this stage; the new English logo "REDDRAGONFLY" will be widely promoted in stores, packaging, products and advertising; auxiliary graphics "flower windows" should be used as decorative elements; the original font should be adjusted to form more concise and fashionable new fonts; based on the above changes, a new version of office supplies system, indicating system and traffic application system has been designed.

It is easy to see that the promotion of the new image is part of the Red Dragonfly strategy of "zeroing and crossing" and "new business and new brand" strategy.

Based on the innovation and integration of Chinese traditional culture, the new red dragonfly is moving towards internationalization.

N reasons for choosing Chinese Red

Representing national brand characteristics

The evolution of China's humanistic history is recorded.

From the red wall of Zhu men to the belly pocket of the child, from the Chinese red wedding to the belt of the first year of the year, the red head rope from the boudoir daughter to the ribbon cutting ceremony, and the Spring Festival couplets posted from every household to the red envelopes of the new year's age.

This kind of red, known as Chinese red, is warm, auspicious, happy, warm and full of rich emotional color.

After generations of inheritance, precipitation, deepening and sublation, the essence of traditional culture has gradually pformed into the background of Chinese culture. China Red has been deeply embedded in the Chinese soul and become a national color with the help of the Yan Huang Culture and the subtle influence of generations.

Choosing Chinese red as the basic color of the brand image represents the characteristics of the Red Dragonfly national brand, and is the symbolic expression of the connotation of the Red Dragonfly's Oriental complex and fashion brand.

Play the role of brand promotion

The rise and rapid development of China's economy has aroused national pride. The gradual maturity and orderly development of Chinese business has stimulated the return of cultural values.

The needs of society, commerce and personal form give the sky of "Chinese culture" and "Chinese sentiment".

Chinese red is becoming more and more accepted by the world.

The development of the Red Dragonfly will inevitably face a leap from brand awareness to brand equity integration.

A long road to brand upgrading, a carrier that is in line with brand spirit and rich connotation, is indispensable in brand forging process. China red just took up this important task.