EASYFAST 方快
ART DIRECTOR: Nod Young / Guang Yu
DESIGNER: Nod Young / Pan Zhengzhong
INTERIOR DESIGNER: Shuhei Aoyama
YEAR: 2017
CLIENT: EASYFAST
EASYFAST is a chain convenient photography shop that has a very small operation area (maybe less than ten square meters). Its uniqueness lies in “size” and “speed”: small business volume and fast
identification.
In visual positioning, we describe EASYFAST as a colorful gravel in the eyes. EASYFAST always chooses to operate in the busiest or the most complicated environments, which means they are commercial spaces with a heavy density of logos. Since EASYFAST occupies a small space, using graphics as its identification is actually risky method. Thus, we decided to give up on designing a pattern as its logo. Instead, the whole space was designed to be as recognizable as a colorful gravel blown into the eyes. The entire shop has become a logo identification system. From this perspective, EASYFAST has the largest and most conspicuous logo in the commercial environment.
In visual positioning, we describe EASYFAST as a colorful gravel in the eyes. EASYFAST always chooses to operate in the busiest or the most complicated environments, which means they are commercial spaces with a heavy density of logos. Since EASYFAST occupies a small space, using graphics as its identification is actually risky method. Thus, we decided to give up on designing a pattern as its logo. Instead, the whole space was designed to be as recognizable as a colorful gravel blown into the eyes. The entire shop has become a logo identification system. From this perspective, EASYFAST has the largest and most conspicuous logo in the commercial environment.
方快是一个经营面积非常小(甚至可能不足十平方米)的连锁型快捷照相馆。它的特殊之处就在于“小”和
“快”。小,是商业体量的小;快,是需要快速识别。
在视觉的定位里,我们把方快描述为:眼睛里的彩色沙砾。 方快的经营地点永远选择在最繁忙或者最复杂的环境里,也就是说处于Logo最密集的商业空间里。同时,方快自身的空间又特别小,以图形去做识别其实是风险更高的。所以,我们的设计是放弃设计Logo图形,直接把空间做成超高的识别性,像颜色沙砾一样吹到眼睛里。整个店铺就是一个Logo标识系统,从这个角度来看,方快的Logo是最大的,在商业环境中视觉是最强烈的。
在视觉的定位里,我们把方快描述为:眼睛里的彩色沙砾。 方快的经营地点永远选择在最繁忙或者最复杂的环境里,也就是说处于Logo最密集的商业空间里。同时,方快自身的空间又特别小,以图形去做识别其实是风险更高的。所以,我们的设计是放弃设计Logo图形,直接把空间做成超高的识别性,像颜色沙砾一样吹到眼睛里。整个店铺就是一个Logo标识系统,从这个角度来看,方快的Logo是最大的,在商业环境中视觉是最强烈的。
![](https://freight.cargo.site/t/original/i/c31db5e0e1144105abda72cbc59fe28ed16b0e4f2acb5813bfffdf4680ee12d9/easyfast01.jpg)
![](https://freight.cargo.site/t/original/i/b158ebc0d50bcee967f32d76613bf0049476be16041d3d8348b6eef043e1072c/easyfast02.jpg)
![](https://freight.cargo.site/t/original/i/f9a822e5d656dccb15eecc7a0c8c4c6547c9bcf654475e2b748c6621b330227e/easyfast03.jpg)
![](https://freight.cargo.site/t/original/i/3030a32a4fbe654f119ab98e42d71e136fbb6e22cae62f07fefb7612f21a3258/easyfast04.jpg)
![](https://freight.cargo.site/t/original/i/0cd059a0980d120571ddb41bd03b970e66630c930e30e881002e6d1ced015985/WechatIMG67.jpeg)