Revolutionizing E-commerce: Suning.com's Innovative Logo Redesign

Dongdao Creative Branding Group's Award-Winning Approach to Visual Communication

Suning.com, a leading B2C online shopping platform in China, underwent a significant brand transformation in 2015. The Dongdao Creative Branding Group, a renowned design team, was tasked with the challenge of integrating Suning.com with Suning's appliance retail store to create a one-stop service platform for customers. The result was a logo that was not only modern and fashionable but also friendly and approachable, reflecting the brand's new direction.

The design inspiration for the logo came from the lion, the king of all animals, symbolizing the competitive position and potential of Suning.com in the e-commerce market. The design team cleverly used a cloud to depict the lion's mouth, creating a visually appealing effect. This innovative approach aimed to attract a younger, more personalized consumer base, offering an integrated consumption experience.

The logo's unique properties lie in its color combination and imagery. The design team chose a mix of black, white, and yellow to replace the previous yellow and blue, adding a modern and fashionable touch. The addition of a lionet image made the logo more approachable, breaking away from the former limits of the brand's identity.

The design process began in June 2015 in Nanjing and was completed in November of the same year. The project was not without its challenges, but the Dongdao Design Team's expertise and creativity allowed them to overcome these obstacles. The new logo was a testament to their ability to combine relevant elements into a cohesive, visually striking design.

The redesigned logo was recognized for its creativity and innovation, winning the Silver A' Graphics, Illustration and Visual Communication Design Award in 2017. This prestigious award is given to designs that demonstrate outstanding expertise, innovation, and artistic skill. Suning.com's logo redesign was admired for its strong technical characteristics and remarkable level of excellence, creating a sense of amazement and wonder.