In the afternoon of December 27th, the last Sino-German Creative "workshop" of the semester took place at the Sino-German Institute. Our old friend Prof. Stefan Waller was there to teach us how to "find the right name for your brand".
There is a line in Romeo and Juliet: "That which we call a rose by any other word would smell as sweet. " However, a rose by any other name would smell less sweet.
A good name often gives off a magical charm. If you change the name of a variety of rose to "Granny's Stocking", it is difficult to associate it with the fragrant smell of roses.
Stefan was a popular name at the time of his birth, Waller was his father's name, and the middle letters Martin and Friedrich were derived from his father's and mother's names, respectively. ancestors.
Brands are similar to people in a way; the first contact with a brand is through its name. Therefore, the brand name plays a crucial role in the relationship between the customer and the product.
For example, the brand name Levi's is the name of the founder; and Mercedes Benz is a female name; some may not take the name of a person to make a brand name, but take the image created or a well-known figure as a brand. The well-known Nike, in fact, is also the name of the goddess of victory Nike.
Alibaba Group is also a well-known company, but many people probably do not know the origin of the name Alibaba. When Alibaba was first created, the browser search results were sorted alphabetically, so Jack Ma planned to start the name with the letter A. The name Alibaba actually originated from a mythical story in the Nightmare in the Sky. The name Alibaba actually originated from a mythical story in the nightly tales of the sky, and Ma, who was in the United States at the time, found that the story of Alibaba was familiar to almost everyone and was pronounced almost the same regardless of language. That's how Jack Ma decided that "Alibaba" would be the name of the company.
These brands not only use simple Chinese characters with similar pronunciation to English, pronouncing them exactly the same, but also take into account their own meanings and are more adapted to the local Chinese culture.
Finally, Prof. Stefan Waller gave the group the task of designing a brand logo for a mid-to-high-end, handmade sneaker.
Advertising class works
Designers: Jin Goyu, Yuan Zaying, Ruan Wenya, Li Jing, Jin Yuyan
coso (Coso)──Simplicity, focus on comfort, COSO is the abbreviation of comfortable soft, the group's idea is that the whole family can wear this kind of shoes.
Visual Communication Class Works
Designers: Lou Huadan, Yu Zhangqi, Hu Yiwen, Zhu Lirong, Chu Xiaoyu, Wang Zhongjie
Una - signifies unique. Extremely creative this logo highlights the modernity of this brand, and the logo below has the feel of a code swiped with a cell phone.
There are also two groups that Prof. Stefan finds very insightful
Designers: Zhang Qiang, Jiang Suqin, Lu Hao, Zhou Lingfeng, Zhao Xinyi, Yu Yitao
Lyent (Lyent) - based on the pronunciation similarity with the human name Lyons, associated with lion. closely followed the concept of pure handmade design of different modules LOGO lion head sketch and lion paw. The idea of designing the brand name Lyent comes from the pronunciation
The Chinese word "Te" alludes to special in relation to Kobe Bryant.
Designers: Ye Yunzhen, Wang Yining, Ke Yini, Hu Yuguang, Wu Yulin, Weng Luxiao
Olions (lions) - careful team members designed a jumpy logo, such artistic fonts full marks!
English