乘着风
发表于 2021-7-19 13:51:10
如何打造B端企业形象？来看这个实战案例！
<h4 style="margin: 0px 0px 30px; padding: 0px; box-sizing: border-box; color: rgb(51, 51, 51); font-size: 24px; line-height: 30px; font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255); text-align: center;"><span style="color: rgb(255, 102, 0);">前言</span></h4><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">第四范式成立于 2014 年底，是人工智能平台与技术服务提供商。作为企业智能化转型的伙伴，在第四范式的品牌传播中，品牌的专业技术价值与企业级服务为主要传播方向。企业成就今天的根本，离不开每一位员工的重要支撑，公司希望为每一位员工创造轻松愉快的工作环境，同时凝聚公司理念与文化，所以企业文化的内容性传播，更侧重与员工建立理性之上的感性连接，IP 形象就是情感化载体的最佳选择之一。</p><h4 style="margin: 0px 0px 30px; padding: 0px; box-sizing: border-box; color: rgb(51, 51, 51); font-size: 24px; line-height: 30px; font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255); text-align: center;"><span style="color: rgb(255, 102, 0);">项目前期</span></h4><h4 style="margin: 0px 0px 30px; padding: 0px; box-sizing: border-box; color: rgb(51, 51, 51); font-size: 24px; line-height: 30px; font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span style="color: rgb(0, 0, 0);">1. 需求分析</span></h4><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">「需求」企业文化落地需要一个核心载体，能与员工进行情感化沟通，进而引起员工的情感共鸣。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">「受众」当我们在设计 C 端产品的 IP 时，更多是面向产品的用户，B 端企业 IP 面向的群体多为企业级客户、政府组织、社会组织和其它目标客户。而在此次项目中，企业内部员工为首要受众，其次是客户与社会受众。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">「场景」企业内宣为主。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">「目标」让每一位员工在轻松愉快的工作环境下，对公司文化有认同感，增强公司向心力与凝聚力，同时又能体现企业的个性。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">△ 需求分析图</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">「解决方案」推出企业形象 IP。形象 IP 具有强生命力，可做更丰富的延伸内容，将企业文化故事化，增强企业文化的渗透力。除此之外，IP 作为标志性的载体，与员工建立情感联系的同时，也保持了企业文化的一致性与连贯性。</p><h5 style="margin: 0px 0px 10px; padding: 0px; box-sizing: border-box; font-size: 20px; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">2. 制定设计流程</h5><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">IP 形象的创作过程分为三大步骤，需求分析、创意执行、设计应用。每一个步骤中都有各自的难点，在每一个步骤中严谨和充分的准备，都是保证后续阶段的工作更加顺利。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">△ IP 形象设计流程</p><h5 style="margin: 0px 0px 10px; padding: 0px; box-sizing: border-box; font-size: 20px; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">3. 内部调研</h5><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">需求之初，我们在公司进行了问卷投放，投放范围为行政部、市场部与用户体验部全员，行政部作为公司文化掌门人，最了解公司的理念和文化，市场部作为公司品牌营销的唯一出口，对品牌定位与策略的解析最为权威，用户体验部则是对品牌设计基因与前沿的设计趋势更加敏感。我们对收回的调研结果进行分析，了解内部预期的同时，将结论作为设计参考，也更利于自己开展接下来的工作。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">△ 调研框架与调研结果</p><h5 style="margin: 0px 0px 10px; padding: 0px; box-sizing: border-box; font-size: 20px; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">4. 竞品调研</h5><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">除了内部调研，我们也进行了外部 B 端企业的 IP 形象调研，作为了解与规避，B 端拥有 IP 的企业较少，以两个竞品企业举例：</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">△ 阿里云与 Salesforce 的 IP 形象</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><strong>阿里云</strong></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">阿里云的小 ET 形象开始是为 ET 城市大脑所设计，后期成为阿里云的 IP 形象，形象的外形是基于 ET Brain logo 中的六边形衍生而来，在推广中使用较少。在阿里巴巴，IP 已经成为新品牌的必备设计项目。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><strong>Salesforce</strong></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">Salesforce 的开拓者形象拥护着公司有趣的一面，并激励公司的”Ohana”做到最好。Ohana 在夏威夷语中意为”家庭”， 不仅是指血缘关系的家庭，家庭的成员还可以是客户、员工、合作伙伴。Salesforce 强烈的文化个性，也是构成企业独特设计风格的原因之一。</p><h4 style="margin: 0px 0px 30px; padding: 0px; box-sizing: border-box; color: rgb(51, 51, 51); font-size: 24px; line-height: 30px; font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="auto_menu" id="menu_2">角色设定</span></h4><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">在角色设定阶段，我们对角色类型和围绕着角色的性格、形象、头身比与背景故事分别进行了研究与设定。</p><h5 style="margin: 0px 0px 10px; padding: 0px; box-sizing: border-box; font-size: 20px; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">1. 角色类型</h5><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">人们从“角色与人的情感关系”角度出发，目前把角色类型的设定分为“自我投射型”与“宠物/伙伴型”两种，“自我投射型”角色是靠自己的个性和信念，去直面和解决自己与世界的问题，比如蜘蛛侠、花木兰、路飞等。“伙伴宠物型”角色是用自己的特性，完成与生俱来的使命或任务，比如哆啦 A 梦、皮卡丘、大白等。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">在国内，我们发现很多科技企业基于“人工智能”、“科技”、“未来”这些关键词，最终都设计了不同形态的智能体或机器人作为 IP 形象。但是，我们希望科技是有温度的，是可以体现人文关怀的，所以我们避开了“机器人”这一方向，我们希望 TA 是有自己个性和信念的，人格化的生命体，于是我们选择了“自我投射型”角色类型，未来可以通过人设和故事，激发员工在情感层面的共鸣。</p><h5 style="margin: 0px 0px 10px; padding: 0px; box-sizing: border-box; font-size: 20px; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">2. 性格研究</h5><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">性格研究的目的是为了找出角色受人喜爱的性格规律，并将讨喜的性格加以结合。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><strong>皮克斯与迪士尼</strong></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">作为全球殿堂级 IP 的打造者们，皮克斯动画用一部部电影传达生命里最值得珍惜的东西：爱、家人、梦想、坚持不懈。迪士尼的动画角色也同样经历重重险阻，依然坚持到最后。他们都有着相似的角色设定规律：</p><ul style="list-style-type: none;" class=" list-paddingleft-2"><li><p>TA有性格互补的家人或伙伴陪伴，无畏vs胆小，外向vs腼腆；</p></li><li><p> TA有某个梦想或某种天赋；</p></li><li><p>TA经历重重险阻，依然坚持到最后；</p></li><li><p>部分角色会有宠物/跟班陪伴。</p></li></ul><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><strong>企业品牌的人设和个性</strong></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">品牌人格化是常见的拟人化营销手法。把品牌比作一个人，那么结合企业的愿景、使命和价值观的等方面，可以推导出所需要呈现的人设与个性。结合企业的特质，加上讨喜的性格规律，便得出了形象性格设定的基础。</p><h5 style="margin: 0px 0px 10px; padding: 0px; box-sizing: border-box; font-size: 20px; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">3. 形象研究</h5><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">形象研究的目的是为了找出受人喜爱的形象规律，我们总结了以下几点形象设计的流行趋势：</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><strong>形状简单</strong></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">简单可爱的形状，相当于为 IP 设定注入一个鲜明的符号。符号化的基本形状，形成记忆印记的同时，更容易将它的延展到各式各样的产品中，比如 Line Friends。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">△ 例图：造型简单的知名 IP</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><strong>结构夸张</strong></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">结构夸张手法，在游戏角色设计中是经常会用到的一种表现方法，在 IP 形象设计中，可对局部进行夸张和变形，甚至打破常规的肢体结构。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">△ 例图：结构夸张的潮流玩具</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><strong>角色家族</strong></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">延展成角色家族，不同性格设定可以带来更多新鲜感，也为打造 IP 故事奠定基础。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">△ 例图：KAKAO 角色家族</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><strong>主题丰富</strong></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">IP 联名已成趋势，角色形象的延展千变万化，丰富的跨界联名与打造个性化主题已是必不可少的推广手段之一。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">△ 例图：IP 联名</p><h5 style="margin: 0px 0px 10px; padding: 0px; box-sizing: border-box; font-size: 20px; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">4. 头身比例</h5><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">常见的成年人的头身比是 79 头身，青少年和孩童是 37，Q 版大多是 23，头身比越大，越写实，我们选择的设计范围是 23 头身，肢体动作清晰的同时更具有亲和力。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">△ 标准头身比与潮玩头身比</p><h5 style="margin: 0px 0px 10px; padding: 0px; box-sizing: border-box; font-size: 20px; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">5. 形象故事</h5><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">一个有趣的背景故事，可以使形象更丰满，也更加容易引起共鸣。TA 也许来自银河系中的某个高度智慧的星球，TA 也许是未来生命，TA 也许是第四范式所创造的……总之，TA已经准备好像《千面英雄》一样开启TA的“英雄之旅”。</p><h5 style="margin: 0px 0px 10px; padding: 0px; box-sizing: border-box; font-size: 20px; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">6. 角色设定结果</h5><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">基于围绕角色进行的类型、性格、形象、头身比等研究，得到角色设定如下，其中，在角色细节的设定上，加些“戏剧冲突”，可以使角色设定更有吸引力，所以 IP 形象增加了缺点使其更饱满。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">△ 第四范式的 IP 形象设定</p><h4 style="margin: 0px 0px 30px; padding: 0px; box-sizing: border-box; color: rgb(51, 51, 51); font-size: 24px; line-height: 30px; font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="auto_menu" id="menu_3">创意执行</span></h4><h5 style="margin: 0px 0px 10px; padding: 0px; box-sizing: border-box; font-size: 20px; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">1. 设计探索</h5><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><strong>多元化草图</strong></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">经过前期的分析和角色设定，在创意阶段，我们投入了两位品牌<a href="https://www.uisdc.com/tag/%e8%ae%be%e8%ae%a1%e5%b8%88" class="tag_a" target="_blank" style="color: rgb(82, 82, 82); text-decoration-line: none; transition: all 0.2s ease 0s; border-bottom: none; word-break: break-all;">设计师</a>进行多方案产出，以<a href="https://www.uisdc.com/tag/%e6%89%8b%e7%bb%98" class="tag_a" target="_blank" style="color: rgb(82, 82, 82); text-decoration-line: none; transition: all 0.2s ease 0s; border-bottom: none; word-break: break-all;">手绘</a>的形式，通过不断的发散&筛选进行草图探索，期间利用团队资源进行了两轮脑暴，最后对筛选出的 3 个方案进行细节打磨，分别在企业感、科技感、角色个性上有所突出，无论他们特征更偏向哪个关键词，他们都满足前期推导的形象定位，符合第四范式的品牌设计基因“未来、务实、温度、包容”，并拥有适用于 B 端企业的设计风格，这些都使我们的方案更清晰。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">方案完善确定设计草图后，围绕着最终的 3 款概念形象，从平面、3D、衍生品三部分来对提报方案进行完善。</p><h5 style="margin: 0px 0px 10px; padding: 0px; box-sizing: border-box; font-size: 20px; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">2. 小范围测试</h5><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">小范围测试是指在正式提报开始之前，将设计方案小范围的在公司内部进行 1v1 试讲，收集员工的感受与反馈，并将员工对 3 款形象的反馈匿名展示在正式的提报中，给决策者作为了解，测试中反映出的优缺点具有一定的代表性，借此可以对 IP 形象落地后的反馈有所预知。测试期间有以下三点注意事项：</p><ul style="list-style-type: none;" class=" list-paddingleft-2"><li><p>倾听首要是倾听，面对测试对象，抛下对设计的自我执念，倾听受众真实的评价与感受，更利于设计师客观分析观点背后的原因。</p></li><li><p>观察行动往往反映人的真实感受，在表达之外，面对测试对象的犹豫、迟疑，通过引导性的提问，使结果更贴近真实。</p></li><li><p>如实记录和反馈如实记录小范围测试获得到的反馈，无论优缺点，都展示在正式的提报当中，给决策者作为了解。</p></li></ul><h5 style="margin: 0px 0px 10px; padding: 0px; box-sizing: border-box; font-size: 20px; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">3. 项目提案</h5><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">提案部分分为两层：关键层提案，向内部 leader、行政部、市场部提案并调整；决策层提案，完成充足的准备工作后，向公司决策层进行提案。值得惊喜的是，提案结果超出预期，当日确定了 IP 形象。随即我们便将三款设计方案都进行了商标注册与著作权申请，不仅保证了设计的知识版权，还可以作为公司的设计资产储备。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">△ IP 形象创意解析</p><h4 style="margin: 0px 0px 30px; padding: 0px; box-sizing: border-box; color: rgb(51, 51, 51); font-size: 24px; line-height: 30px; font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="auto_menu" id="menu_4">设计应用</span></h4><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">品牌 IP 需要遵循一致性，根据定稿形象整理系统的品牌 IP 手册，如同品牌 VI。通过标准化来指导 IP 的设计应用，这是一个重要且长期的创作工作。方案确定后我们优先进行设计细化与延展，并与行政部配合，试水后再进行<a href="https://www.uisdc.com/tag/%e8%ae%be%e8%ae%a1%e8%a7%84%e8%8c%83" class="tag_a" target="_blank" style="color: rgb(82, 82, 82); text-decoration-line: none; transition: all 0.2s ease 0s; border-bottom: none; word-break: break-all;">设计规范</a>的沉淀。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><strong>「3D 模型设计」</strong></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><strong>「应用设计」</strong></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="img-zoom" style="display: block; width: 746px; cursor: zoom-in; overflow: visible; position: relative; transition: all 0.2s ease 0s;"></span></p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">未来，伴随公司企划的各种活动不断，IP 的广泛应用，既能传达员工风貌，也帮助员工更好地了解范式，熟悉公司的文化。</p><h4 style="margin: 0px 0px 30px; padding: 0px; box-sizing: border-box; color: rgb(51, 51, 51); font-size: 24px; line-height: 30px; font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);"><span class="auto_menu" id="menu_5">写在结尾</span></h4><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">以上，是我们在 IP 形象设计中的一些实践探索和设计沉淀，希望对未来或正在设计 B 端企业 IP 形象的你能有所帮助。前期丰富的准备工作，严谨清晰的流程，设计研究与定位，都帮助项目在后期提案中的输出更有逻辑性。另外，如果你没有绝对的把握，建议准备 23 款设计方案，设计风格有所不同。</p><p style="margin-top: 0px; margin-bottom: 30px; padding: 0px; max-width: 100%; color: rgb(82, 82, 82); font-family: PingFang SC, Lantinghei SC, Microsoft YaHei, HanHei SC, Helvetica Neue, Open Sans, Arial, Hiragino Sans GB, 微软雅黑, STHeiti, WenQuanYi Micro Hei, SimSun, sans-serif; letter-spacing: 0.1px; white-space: normal; background-color: rgb(255, 255, 255);">版权与免责声明：文中部分图片来源于网络，如有版权问题，请联系作者删除。</p><p style="margin-top: 0px; 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cuihebing
发表于 2021-7-20 02:45:17
你有什么不开心的事？说出来让大家开心一下。
刁蛮式︺小妞
发表于 2021-7-22 23:35:45
最爱你的时候，哭的我荞麦枕头都发芽了。
喝凉白开
发表于 2021-7-24 18:32:54
讲的很透彻，例比通俗易懂，果然是高手{:3_62:}
田杨520
发表于 2021-7-25 22:27:40
我与我周旋久，宁作我。
7701093888
发表于 2021-7-25 22:27:40
敏感的人只会自我折磨。
cao1
发表于 2021-7-25 22:27:40
命运总是不如人愿。但往往是在无数的痛苦中，在重重的矛盾和艰辛中，才使人成熟起来。
2颗芯
发表于 2021-7-25 22:27:40
我与我周旋久，宁作我。
liutao0018
发表于 2021-7-25 22:27:40
山野千里，你是我藏在星星里的浪漫。
一米阳光°几度温暖
发表于 2021-7-25 22:27:40
现在，我终于相信了!我曾经忘情于汉廷的歌赋，我对人世间是否有真我曾经惊讶于李杜的诗才，我曾经流连于宋元的词曲;但现在，我才知道我有多么浅薄!楼主你的高尚情操太让人感动了。在现在这样一个物欲横流的金钱社会里，竟然还能见到楼主这样的性情中人，无疑是我这辈子最大的幸运。让我深深感受到了人性的伟大。楼主的帖子，就好比黑暗中刺裂夜空的闪电，又好比撕开乌云的阳光，一瞬间就让我如饮甘露，让我明白了永恒的真理在这个世界上是真实存在着的。只有楼主这样具备广阔胸怀和完整知识体系的人，才能作为这真理的唯一引言者。看了楼主的帖子，让我陷入了严肃的思考中，我认为，如果不把楼主的帖子顶上去，就是对真理的一种背叛，就是对谬论的极大妥协。因此，我决定义无返顾的顶了说的好啊!我在这个论坛打滚这么多年，所谓阅人无数，就算没有见过猪走路，也总明白猪肉是啥味道的。一看到楼主的气势，我就觉得楼主同在论坛里灌水的那帮小混蛋有着本质的差别，那忧郁的语调，那熟悉的签名，还有字里行间高屋建瓴的辞藻。没用的，楼主，就算你怎么换马甲都是没有用的，你的亿万拥戴者早已经把你认出来了，你一定就是传说中的最强ID。
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