Cidih 品牌形象

设计师： Peng Wang

平面类别A' Design Award 铁奖获奖者

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关于 Cidih 品牌形象

Cidih 是为清华大学与米兰理工大学在意大利米兰共建的教育与科研基地所设计的品牌形象。字母 C 与 D 互为正负形，象征理论与实践的统一，以及国际化平台的包容性。中心的半圆意指冉冉升起的太阳。字母 H 代表"枢纽"（hub），其负形中蕴含着基地名称的轮廓。该形象应用于印刷物料、数字标识、网站、屏幕显示、单页裁切物料及亚克力制品等。

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关于A' Design Award 铁奖

Cidih 品牌形象是 A' Design Award 铁奖得主，这是授予满足人们对设计精良的创作所期待的专业与工业要求的优良设计的声望认可。铁奖得主展现出其创作者的高超技艺、高度专业化、专家级的理解力和创造能力。预计Cidih 品牌形象将成为一件备受推崇、令人钦佩且被珍爱的创作，既实用又创新。这件赢得 A' Design Award 铁奖的设计整合了行业最佳实践，并拥有与专业知识和才华相结合的称职技术特性。Cidih 品牌形象因其严谨而受到尊重，旨在提供有助于让世界变得更美好的生活品质改善。

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由设计师提供的致谢、团队成员及技术详情。

独特属性: CIDIH is an educational and scientific research base jointly built by Tsinghua University and Politecnico di Milano in Milan, Italy, on the afternoon of February 22, 2017, witnessed by Chinese President Xi Jinping and Italian President Sergio Mattarella. They needed a brand identity that was inclusive and international, so we designed the positive and negative shapes to reflect the founding purpose of CIDIH. They have used this brand identity throughout their space, website and products.
尺寸与包装: This special positive and negative font design has been applied to all contents of the organization. It is also displayed in a variety of ways, from printed materials to digital signage, websites, screens, cut sheets and acrylic.
标签: Brand Identity, Logo, VI
生产技术: C and D are positive and negative to each other, symbolizing the harmonious unity of theory and practice, as well as the inclusiveness of cidih as an international platform. The semicircle in the middle symbolizes the rising sun and the ignition and transmission of the fire of design innovation. H symbolizes hub. The negative shape of H is the silhouette of cidih, which reflects the connection of international design innovation resources with cidih as the center.
设计挑战: CIDIH is a comprehensive organization. The content of its brand concept is both broad and abstract. How to express these concepts in the design has become the biggest difficulty of this project. We solved this problem through the design of positive and negative letters.
研究: Through the research on the design of letter positive and negative shapes, I found a new design language, which turns the contingency of letter positive and negative shapes into necessity and rationalizes it. This method can help more brands to explain the brand concept, and even reduce the waste of ink in printers.
灵感: There are positive and negative shapes between different letters, and there is contingency. I have been wondering whether I can create a font that can express two letters through positive and negative shapes, and how to make this contingency more meaningful in the design. In general brand identity projects, complex design may affect the identifiability, but I want to know whether positive and negative shapes can be used to match the brand tone. These ideas became the inspiration of this design.
项目周期: The project was started in November, 2020 and put into operation in May, 2021.
操作流程: A user who comes into contact with cidih for the first time cannot immediately understand the service purpose of the institution. He needs to have a good first impression. Through contact with the brand logo, the user can gradually penetrate the brand concept of the institution in his mind, so as to facilitate a more smooth understanding of the institution in the future.
团队成员: Peng Wang