dongqi | 讓logo承載z世代文化
我們時常思索如何讓logo設計超越標識本身，承載更多文化內容。dongqi應邀為李寧旗下面向z世代、具有電競基因的潮流品牌lng設計了新的視覺系統。
As a team of avid creators, we like to explore various ways in which logo design could go beyond serving a purely aesthetic purpose, but also encapsulate greater cultural meanings. To this end, dongqi Design has reinvented the visual system of Li-Ning-owned brand — lng, targeting the Gen-Z audience and embodying the e-gaming DNA.
dongqi與lng緊密合作，厘清lng與z世代之間的深層共性。我們將品牌名字重新解讀為“liberate next gen”，為視覺形象提供未來感和包容感的框架指引。lng的logo設計誕生自L、N、G三個字母的融合，打造實心與空心、正與反均可使用的內容互動載體。如同Z世代與世界產生聯系的窗口，通過這個視窗得以窺探時尚、機能、數字化與更廣泛的存在。
Partnering with lng, we re-examined the values of the brand and the target consumer, asking ourselves: what do lng and the Gen-Z wearer have in common? The result is a brand identity inspired by the digital metamorphosis and the new consciousness that defines the future generation. The brand name was strategically interpreted as “liberate next gen”. Integrating the three letters L, N, G, the new logo builds an interactive content carrier available in both outline and filled-in versions for either front or back sides. The logo is like Gen-Z’s cultural lens into the world of fashion, technology and existentialism.
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以logo為核心，dongqi創作了兼具想象力與色彩張力的2d和3d圖案，涵蓋異次元空間、電競、代碼、麒麟等主題。升級后的視覺語言承載并輔助了lng未來感的產品表達與年輕態度的詮釋。
dongqi creative team designed 2D and 3D signature patterns based on the logo. Its wild imaginations and the tension of colors signify themes from heterodimensional space, e-sports, coding and Qilin, a mythical creature. The upgraded visual language helps lng enhance the product expression and its futuristic style while speaking out Gen-Z’s bold and brazen attitude.
旋轉觀看品牌圖案
Rotate your phone to view lng patterns
Project Info
Design: Dec, 2020
設計時間：2020年12月
Completion: Mar, 2021
完成時間：2021年3月
Design Agency: dongqi
品牌設計：棟棲
Creative Director: Yuan Yuan
創意總監：蛋白
Team: Yuan Yuan, Timothy Cheng, Cher Liu, Amy Yuan, Chenru Yang, Chien Shih-han
創作團隊：蛋白、鄭敬民、劉夕爾、袁文歆、楊晨茹、簡仕翰
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