具有张力的图形标识取自方与圆的共生——方正轮廓赋予品牌沉稳可信的气质，四边曲线构成勾勒出图形特征，在无形的负空间中暗藏四个圆形分别对应大众出版、数字阅读、教育培训、文化体验四大业务支柱。大小方形的连接，亦是「BOOK+」共生共享理念的视觉转译。
字体定位于美术字与黑体之间，参考了魏碑的特征，规避小众超前的锋芒，亦跳脱传统书店的刻板，以中性稳重的姿态，诠释温厚大方、可信可敬的品牌气质，拥抱全龄层读者。
The dynamic graphic LOGO draws inspiration from the symbiosis of square and circle—the square shape lends the brand a stable, trustworthy aura, while the curved lines of its four sides define its graphical identity. Within the intangible negative space, four hidden circles represent the four core business columns: mass publishing, digital reading, education and training, and cultural experiences. The interlocking squares also visually translate the “BOOK+” concept of symbiosis and sharing.
The typography balances between decorative and sans-serif styles, drawing inspiration from Wei Dynasty stele calligraphy. It avoids edgy avant-garde aesthetics while transcending traditional bookstore stereotypes. With its neutral, steady presence, it embodies a warm, generous, trustworthy, and respectable brand character, embracing readers of all ages.
CITIC Publishing Group
2020
Brand Design
Publishing
Han Wenbin
Han Wenbin
Wang Di