On昂跑品牌档案【鞋服】【品牌手册】

from visualdna tobusiness ambitionuncovering thedesign insightsthat the 【品牌方案库」独家整理/設計青年實验室-原創出品 Contents BrandSpace CulturePromotion BrandIdentiy SummaryAnalysis 品牌文化推广 品牌视觉体系 品牌方案库总结 品牌体验空间 专业运动基因+精准圈层渗透 视觉策略三层实操模型 场景化体验与社群粘性 极简科技与未来美学 英国摄政街169-173号店巴黎香榭丽舍店北京SKP-S快闪店全球总部办公室 品牌文化合作联名品牌刊物产品周边 品牌标志系统色彩体系字体与排版品牌物料系统 战略层产品层用户层结语 Regent Street, EnglandChamps Elysees, ParisSKP-S BeijingGlobal Headquarter Office Brand CultureCo-brandingBrand PublicationProduct Periphery Strategy LayerProduct LayerUser LayerConclusion Brand Logo SystemColor SystemFonts & TypographyBrand Material System 品牌視覺体系 oC 极简科技与未来美学Brand Solution Library 会员私享A严禁外传 品牌标志系统 以极简黑白字母"O"和"n"叠加为基础，顶部弧线灵感源于开关符号，传递开启运动潜能"的隐喻。 极简科技与未来美学 Based on the minimalist black and white letters“O"and"n"superimposed on each other,the top arc isinspired by the "switch" symbol, which conveys themetaphor of"unlocking the potential ofmovement.Thetop arc is inspired by the "switch" symbol, conveyingthe metaphor of"unlocking athletic potential". Deepblack #0OOOOOROGO BO BrightGreen VibrantBlue #425fc2 R66G95B194 #e8fa82R232G250B130 字体与排版 On官网使用NeueHaasGrotesk字体（无衬线、高X字高），字间距紧缩至-5%→模仿工业铭牌风格。 用“减法思维”强化科技基因 The ON website uses the Neue Haas Grotesk font[sans-serif,high X-height) withtight spacing of-5%→mimics the styleof industrial nameplates. ABCDEFGHIJKLMNOPQRRSTUVWXYZ1234567890aabcdefghijklmnopqrstuvwxyz DESIGNERS:MAXMIEDINGER&EDUARDHOFFMAN Visit myfonts.com to purchase Neue Haas Grotesk Typeface sales at the Haas typefoundry in Switzerland weredownascomparedtotheircompetitors,sotheydecidedtoface.Theybegan ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUWXYZABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ Once Lost in Translation,A Classic Properly Revived Thedigitalversionof Helveticathateveryoneknowsandusestodayisquitedifferentfromthetypeface'spre-digitaldesignfrom1957.OriginallyreleasedasNeueHaasGrotesk,manyofthefeaturesthatmadeitaModernistfavorite have been lost in translation over the years fromone typesetting technology to the next. Type designer Christian Schwartz has newly restored theoriginal Neue Haas Grotesk in digital form-bringing backfeatureslikeopticalsizevariations,properlycorrectedobliques,alternateglyphs,refinedspacing,andmore. Seewhatmakes NeueHaas Groteskunique. IntroductionFeaturesSpecimensHistory GetNeueHaasGroteskfromFontBureau. 品牌物料系统 可持续性、环境友好型 √生态材料/Eco-materials On的testliner覆盖层由100%再生纤维制成，不含任何染料。这是ON的客户可以立即看到和感受到的。以前的包装涂有黑色，而现在的盒子呈现自然棕色 √简化运输/Simplifiedtransportation On箱体采用折叠式翻盖，节省了材料和体积。这降低了仓储成本并优化了运输物流。防撞锁底座可在几秒钟内组装完成，从而加快了栋货和包装速度。 品牌文化推广 专业运动基因+精准圈层渗透Brand Solution Library 会员私享Λ严禁外传 OC 品牌文化推广／品牌文化Brand Culture Promotion 精英社群、中产身份认同 Brand Profile:Three Friends,One Dream三个好友一个梦 国际铁人两项赛和Ironman超级铁人三项赛冠军得主奥利弗伯恩哈特（OliverBernhard)在退役后，全身心投入研发能为跑者带来突破性体验的跑鞋，并与一位同样对跑鞋研发有着革新理念的瑞士工程师一拍即合。奥利弗丰富的跑步经验享工程师的专业知识强强结合，一双革新性跑鞋应运而生。 缓震着陆、强力回弹、轻盈质感的设计理念始终是On的研发核心。奥利弗对跑步运动的独到理解也吸引了大卫·阿勒曼(DavidAllemann)和卡斯帕·科贝蒂(CasparCoppetti)的加入。他们于2010年1月在瑞士苏黎世正式创立On，致力于用瑞士工艺和前治科技设计打造革新性的跑步装备。 FoundedInJanuary2o1oInZurich,SwitzerlandBySwissProfessional Athlete, Three-Time World Champion And Six-TimeIronmanChampionOlivierBernhard,AlongWithTwoCloseFriendsAndRunningEnthusiasts,CasparCoppettiAndDavidAllemann,OnOnRunningIsAnAthleticFootweaBrand Known For Its Distinctive Cloud Soles And Lightweight,ComfortableRunningExperience.ForItsUniqueCloudSolesAndLightweight,ComfortableRunningExperience. Revolutionizingthe running experiencefortheworld 为世界带来 革新性的跑步体验 With a design philosophy of cushionedlanding,powerful rebound,andlightweighttexture, the brand is committed tobringing the world a revolutionary runningexperience with Swiss craftsmanship andcutting-edge technology. Right To Run Mission跑步权组织的使命 为保护和维护社区跑步和运动基本权利的组织赋权 To empower organizationsthat protect andpreservetheir community'sfundamentalright to runand move Inspiring The HumanSpiritThrough Movement BrandMission品牌使命 通过运动激发人类精神 On昂跑称之为身心联结：因为On昂跑坚信，运动释放潜能，激发能量与激情，推动进步，创造个人最佳成绩，突破极限。On昂跑通过产品、社群以及故事不断实现On昂跑的目标以及实践On昂跑的使命。 We call it the mind-body connection: because we believe thatmovement unleashes potential,fuels energy and passion,drivesprogress,creates personal bests,and pushes boundaries.Oncontinues to realize our goals and live our mission through ourproducts,communities,and stories. OC 品牌文化推广／合作联名Brand Culture Promotion 奢侈联名、本土化营销 On品牌通过选择定位契合的合作方融合双方标志性元素，创新运用色彩与材质，围绕主题构建视觉叙事并延续自身核心风格，打造出极具特色且能有效吸引受众，拓展影响力的联名视觉策略 这次的联名胶囊系列的诞生，是出于对传统工艺和精益求精的共同热爱。凝聚拥有几个世纪历史的手工艺精髓，注入到始终注重性能的产品中打造了适合当代探险的时尚户外装备 合作联名LOnxLOEWE 合作联名芝麻街艾摩快闪店 On昂跑新天地门店限时「柔软」变装，以全新上市的Cloudsurfer2训练型跑鞋为灵感，延续瑞士精工与品牌简约美学风格的同时大胆创新从里到外无限放大柔软主题。这On昂跑将跑者所到之处用柔软包围。 门店外放置多个柔软的模块和毛茸坐垫，形状灵感均来自于 Cloudsurfer2 鞋底的 CloudTecPhase创新科技。门口的树木都穿上了柔软的绿色外套。限时态度墙上，芝麻街艾摩以温柔的姿态带来活泼能量，吸引沪上跑团在此打卡。店内陈列有柔软的装置，扶手也用毛绒材质包裹。 SOFTWINS