LI-NING CN Color
李宁中国色

ART DIRECTOR: Nod Young / Guang Yu
DESIGNER: Xu Mingru
YEAR: 2022
CLIENT: LI-NING

LI-NING CN Color is a product line under the LI-NING brand that showcases a distinct and independent style. The brand draws its roots from the rich and gentle Chinese culture, incorporating elements of Eastern new aesthetics and contemporary interpretations. The logo design of LI-NING CN Color is a bold innovation that adopts Chinese calligraphy rules. From top to bottom and right to left, it embodies the brand slogan of expressing literature in writing, beauty in color, as well as the name of the series, China Color. The top and bottom of the logo are adorned with the main brand identity of "LI-NING," forming a square structure that is neat, balanced, and incorporates another important visual design element in the center: the flower window. The flower window holds great significance in Chinese architecture and garden culture as a prominent visual element. It serves both functional and decorative purposes. Similarly, in the brand image of LI-NING CN Color, the flower window also serves a functional role. It can be used as a color palette for clothing tags, labels, and packaging designs, or as a notation for the products. The decorative aspect of the flower window is evident in the overall visual system of LI-NING CN Color. Its shape and position can be varied and moved within the defined framework, imparting dynamism and unlimited possibilities to the system. We can understand this as a modern interpretation within the realm of Eastern aesthetics.

李宁中国色是李宁旗下一支具有独立风格的产品线。品牌溯源出自温润深厚的中式文化，在表达中融入东方新美学和现代理解。李宁中国色的标识设计是一次大胆的创新，它采用了中式书写规则，由上至下，从右及左，分别体现为“书呈文、美呈色”的品牌标语与“中国色”这个系列的名称，在标识顶部与底部衬有主品牌“李宁 Lining”的标识，四边围合而成一个方印结构，工整、平衡，且在中心位置形成另一个重要的视觉识别设计元素：花窗。花窗，是中国建筑以及园林文化中非常重要的视觉元素，它具有极强的功能性，兼具装饰性。同样地，在李宁中国色的品牌形象中，“花窗”也是具有功能性的存在，它在服装吊牌、织唛以及包装设计中，可被用作品牌色彩的色板，或为产品进行注释；“花窗”装饰性的一面体现在李宁中国色的整体视觉系统中，它的形状和位置在规范之下可以发生变化并被移动，这让系统充满活力和无限可能，我们也可以理解为：这是在东方美学范畴内的一种现代演绎。