Jing Yin Li: A Brand Design for a Pure and Luxurious Lifestyle

Creating a Logo that Reflects Reliability and Firmness

The inspiration for the design came from the brand's name itself, which translates to "pure gravitation" or "the power to cleanliness" in English. The designer wanted to create a logo that would be easily recognizable and memorable for consumers. To achieve this, they utilized simple geometric shapes such as circles and squares.

The logo is divided into four rows, with three of them combining a square and a quarter of a circle. The first and last rows represent the letters "J" and "L," which are abbreviations of the brand name, Jing Yin Li. The second row contains two quarters, forming a "Y" when combined with the third row. The use of squares and circles in a steady and symmetric manner conveys reliability and firmness.

The logo was developed graphically in a 1:2 ratio, with each row also following a 1:2 ratio. The gap between each row was carefully designed to be 0.5mm when the height of the logo is 6mm. This allows the logo to take up a significant amount of space while still being suitable for printing and injection molding.

The minimum size of the logo is set at 6mm x 12mm, ensuring that it remains legible and visually impactful across different applications.

One of the key strengths of this design is its abstract nature, which allows viewers to interpret it in their own way. It is intriguing when viewers suddenly realize that the logo resembles the brand name, Jing Yin Li.

The design project took place from July to November 2021 in Beijing and Shenzhen. The brand color, a balanced combination of red and purple, was inspired by traditional Chinese precious porcelain and red sandalwood furniture. It conveys a sense of luxury without being overly extravagant.

The design team, consisting of Fangbo Wu, Beibei Liu, Tianshu Liu, Haining Jiang, Xu Chen, and Rong Zhang, overcame several challenges during the creative process. They had to strike a balance between conveying information and ensuring visual identifiability. Additionally, they had to consider how the logo would be applied to both large and small products in the future.

The Jing Yin Li logo, created by Sxdesign, has received recognition for its outstanding creativity and ingenuity. It was awarded the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2022. This prestigious award honors designs that showcase technical and creative skills, contributing to improvements in quality of life and making the world a better place.