Longrui: Redefining Brand Identity in the Intelligent Supercomputing Data Center Industry

Revolutionizing the Visual Language of Longrui

Inspired by the concept of "taking quality as the core and diversification as the guidance," the design team aimed to create a visual identity system that accurately represents Longrui's innovative data technology and its commitment to excellence. By incorporating elements of data space and abstract graphics of data flow, they have developed a unique visual personality that sets Longrui apart from its competitors.

The design's unique properties lie in its ability to create a sense of movement and visual displacement. Through the clever use of visual illusion techniques, the design team has brought the data center space to life, providing a visually engaging experience for viewers. This approach symbolizes Longrui's dedication to perfection and its commitment to exceeding existing standards in the industry.

Technologically, the design team utilized markers to abstractly express the flow of data in space. The icon's central lines represent the collaboration between Longrui and its customers, emphasizing the brand's commitment to opening new data management service experiences. The color palette, consisting of black, white, and gray, evokes a sense of stability and data-driven emotions.

Longrui's brand image construction is centered around unique and interesting visual dislocation, which effectively communicates the brand's commitment to surprising customers with output that exceeds expectations. This approach creates a strong and effective visual communication system, establishing Longrui as a leader in the IDC industry.

Longrui's journey towards redefining its brand identity began in January 2021 and concluded in May 2021, with the project taking place in Shanghai, China. Throughout the process, the design team conducted extensive research to refine Longrui's language and form a cohesive visual language that effectively communicates the brand's core values.

The project was not without its challenges. Longrui's existing strategic positioning did not align with its current vision, making it difficult to establish a strong and effective visual communication system. However, through their creative and technical expertise, Zhijian Su-Hauns and Rui Chen-Hauns overcame this challenge, successfully guiding Longrui towards a more accurate and effective representation of its brand.

The redesign of Longrui's brand identity has not gone unnoticed. In 2022, the design was awarded the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category. This prestigious accolade recognizes the design's outstanding creativity and ingenuity, as well as its contribution to improving the quality of life in the industry.

With its redefined brand identity, Longrui is poised to make a significant impact in the intelligent supercomputing data center industry. By effectively communicating its core values and leveraging a visually engaging language, Longrui is set to establish itself as a leader in the market.