QQVIP品牌手册

Created byISUX Brand Center2016. 10 欢迎 Welcome 本规范手册包含的品牌基本原则和使用案例，通过基本标志、品牌色、图形设计以及图像排版风格，以保持“QQ会员”的品牌视觉识别统一性。本手册将呈现品牌所有的关键视觉元素以及系统地告诉大家如何在各个应用和物料上正确和统一地使用它们。我们应做到保持正确和一致地应用所有品牌关键视觉元素。然而，在遵循品牌统一性以及不违背品牌视觉识别的基础上，学习灵活运用其中的基本规则，从而衍生出更具创新、新颖、个性以及多维度特点的表达形式，传达出强大有力的品牌信息。 This guideline contains basic principles and examples that are needed tomaintain the consistency of QQ VIP’s brand identity, from the primary logo,color, graphic device, imagery through to the typographic style. It shows youwhat these key elements are and how to apply them correctly and consistentlythroughout the various applications. It is essential that the key elements shouldbe applied correctly and consistently. However, there is enough flexibility toalways produce fresh, creative and differentiated communication pieces. It isnot essential to use every element on every item of communication, but todeliver a strong brand message without compromising the brand identity. 6.00Typography品牌专用字体 7.00Applications品牌应用系统 3.00Logo – QQ SVIP超级会员标志 4.00Logo Usage标志用法 1.00 品牌概述 1.01 Brand Overview QQ会员是腾讯为QQ用户提供的一项增值服务,涵盖了QQ特权、游戏特权、生活特权、装扮特权等80余项精彩特权。超级会员是基于互联网移动化趋势下推出的QQ会员的加强版，为用户提供更优越畅快的特权服务体验。产品彰显了用户年轻，不做大多数，追求一切新潮事物的生活态度。 QQ VIP is Tencent’s value-added service in QQ platform, which provides morethan 80 wonderful privileges in QQ, including Tencent’s entertainment productssuch as games, animations, fictions, films and several E-commerce products.QQ SVIP is enhanced edition of QQ VIP born in mobile Internet era, to providebetter privileges using experiences in both PC and mobile QQ. This servicematches well with QQ VIP users’ attitudes to life which is staying young andpursuing of new things of life. 2.00 Logo – QQ VIPQQ会员标志 2.01 标志元素 Logo Elements QQ会员标识由两元素组成:1.图形标志2.文字标志，其元素间的相对大小和位置是固定的，并且文字标志不能单独使用。QQ会员的标志只能从最终规范文件中直接拷贝使用，而不是重新绘制或者擅自组合。本规范的各种电子格式文件通用于Mac或PC端，可在腾讯ISUX品牌设计中心服务器中进行下载。 QQ VIP logo is consist of two elements: 1. Symbol 2. Logotype. The relativesizes and positions of these elements are fixed. QQ VIP logotype cannot beused on its own. The primary brandmark should only be reproduced from themaster artwork. It should not be redrawn or altered in any way. The masterartwork is available in various electronic formats, for both Mac and PC, fromBX Center, ISUX, Tencent. 01.标志：全彩背景：白色Logo: Full ColorBG: White 2.02 标准标志 Basic Logo 标准标志是QQ会员的主要品牌符号，多数情况下请使用此标志。它有助于建立品牌识别，同时传达出品牌信誉与稳定性。QQ会员标准标志的使用场景分为：在白色／浅色背景上使用全彩标志；在品牌红色背景上使用白色标志；当标准标志不能以舒适的方式使用在单色应用场景时，可使用单色黑或单色灰标志；当全彩标准标志无法很好地被使用时，特殊情况可使用单色超级会员蓝图形标志加单黑文字标志。 02.标志：白色背景：QQ会员深红Logo: WhiteBG: QQ VIP Dark Red The basic logo is the main signature of the brand. It helps to build recognitionof the brand as well as convey QQ VIP’s confidence and stability. The basiclogo of QQ VIP is recommended to be used in full color version in white/lightbackground. When used in white version on the background color shouldbe the main red of QQ VIP. 1 degree version in grayscale can be available insingle color applications when the basic version cannot be reproduced in asatisfactory manner.QQ VIP dark red 1 degree version symbol can be used inlimited circumstances when full color version cannot be easily applied. 03.标志：单黑背景：白色Logo: BlackBG: White 01.标志：全彩背景：白色Logo: Full ColorBG: White 垂直标志 2.03 Vertical Logo QQ会员的首要品牌视觉识别是标准标志，然而在显示区域宽度固定或有限的情况下，可使用垂直标志作为第二选择。其元素间的相对大小和位置是固定的，并且其文字标志不能单独使用。QQ会员所有标志不能重新绘制或者擅自组合。QQ会员垂直标志的使用场景分为：在白色／浅色背景上使用全彩标志；在品牌红色背景上使用白色标志；当标准标志不能以舒适的方式使用在单色应用场景时，可使用单色黑或单色灰标志。 02.标志：白色背景：QQ会员深红Logo: WhiteBG: QQ VIP Dark Red The preferred brand identity for QQ VIP is basic logo. However vertical logomay be used when there is a limited area for a logo display, vertical logo maybe used. The relative sizes and positions of symbol and logotype are fixed.The primary logo should not be redrawn or altered in any way. The verticallogo of QQ VIP is recommended to be used in a full color version on white/light background. When used in white version, the background color shouldbe the main red of QQ VIP. 1 degree version in grayscale can be available insingle color applications when the basic version cannot be reproduced in asatisfactory manner. 03.标志：单黑背景：白色Logo: BlackBG: White 01.标志：全彩背景：白色Logo: Full ColorBG: White Symbol图形标志 2.04 QQ会员的图形标志也能反映其品牌视觉识别。红头发和服饰设计，体现出QQ会员特殊、奢华的关键品牌特点。其图形标志是品牌呈现的关键元素，不可重新绘制或者擅自改变它。QQ会员图形标志的使用场景分为：在白色／浅色背景上使用全彩标志；在品牌主红色背景上使用白色标志；当标准标志不能以舒适的方式使用在单色应用场景时，可使用单色黑或单色灰标志。 02.标志：白色背景：QQ会员深红Logo: WhiteBG: QQ VIP Dark Red The symbol of QQ VIP reflects the philosophy of QQ VIP. Red hair and clothesrepresent luxury and specificity which are the key features of QQ VIP service.This symbol is the key element brand expression and should not be redrawnor altered in any way. The symbol of QQ VIP is recommended to be used ina full color version on white/light background. When used in white version,the background color should be the main red of QQ VIP. 1 degree version ingrayscale can be available in single color applications when the basic versioncannot be re