HENGFENG

Visual Identity

Hangzhou Hengfeng Furniture Co., Ltd. was established in 2000, focusing on the R & D, design, production and manufacturing of campus furniture. It is now located in Hangzhou Qianjiang economic development zone and has its own modern plant and professional design team. Over the past 20 years, Hengfeng has independently developed a series of innovative products such as fly and fata, won many awards, formed a unique campus table and chair culture and led the trend of the industry.



With the promotion of the status of education in the 21st century, campus hardware facilities have been paid more and more attention. Therefore, Hengfeng has a clearer positioning for itself, that is to make fashionable campus furniture with both quality and beauty. At this time, Hengfeng encountered a problem: the original brand visual image can no longer match the increasingly sophisticated industrial design. Specifically, in terms of product R & D, Hengfeng hired an international design team to cooperate with Italian industrial designers to make the products fashionable and avant-garde. In terms of brand image, the logo more than ten years ago appears old and outdated, which can not match the visual vocabulary of the product, let alone highlight its international vision. Therefore, Hengfeng found derelab to upgrade its brand image and comprehensively improve its visual manual.



Derelab first made an in-depth study of the characteristics of the campus furniture industry. Different from daily household furniture, the use scene of campus furniture is more rich and flexible, which needs to meet different layout needs and give more possibilities to campus space. For example, modular furniture such as four person seats and multi person round tables can be constructed or split. At the same time, it has strong unity and functionality. For example, classrooms, meeting rooms and canteens, each space has clear functions and is harmonious but different.



Then, we analyze the characteristics of Hengfeng furniture products. Take the main product fly series chair as an example, its legs are very thin, the chair back is streamlined, elegant and lightweight, giving people a feeling of rising from the air.



Based on the above cognition, we have made the following detailed adjustments on the basis of Hengfeng's original logo: 1 The eight lines symbolizing "extending in all directions" are thinned to produce a simple, lightweight and infinitely extended visual effect, which better conforms to the flexibility and plasticity of Hengfeng furniture. 2. Make the font more fashionable, change the color from gorgeous red to high-grade red with more texture, and keep a low profile without losing the key. 3. The logo is three-dimensional and presents three-dimensional visual effects, which is more in line with the scene of industrial design. Therefore, we not only retain the existing users' cognition of the brand, but also expand the connotation of the logo, so that Hengfeng can better meet the contemporary aesthetic trend.



In the visual manual, we also clearly defined the color combination, Chinese and English font style, designed auxiliary graphics, derivatives and other rich contents to ensure the consistency between VI and products. In addition, we also designed the guidance system of Hengfeng building plant, which improves the appearance and style of Hengfeng enterprise as a whole.



The one-time VI visual manual provides Hengfeng with clear and powerful image guidance and brand strategy, making Hengfeng fashionable and modern. Therefore, Hengfeng is loved by major universities and firmly occupies a leading position in the field of campus furniture.

杭州恒丰家具有限公司成立于2000年，专注从事校园家具的研发设计和生产制造。现坐落于杭州钱江经济开发区，拥有自己的现代化厂房与专业设计团队。20年来，恒丰自主研发出FLY、FATA等系列创新产品，获得众多殊荣，形成独具一格的校园桌椅文化，引领了行业风潮。

随着21世纪教育地位的提升，校园硬件设施日益受到重视。恒丰因此对自身有了更加明晰的定位，那就是要做质量与美感并存的时尚校园家具。这时，恒丰遇到了一个问题：原有的品牌视觉形象已无法与日益精进的工业设计相匹配。具体来说，在产品研发方面，恒丰聘用了国际设计团队，与意大利工业设计师合作，将产品打造得时尚、前卫。而在品牌形象方面，十几年前的LOGO则显得老旧、过时，无法匹配产品的视觉语汇，更无法彰显其国际视野。因此，恒丰找到Derelab，以求升级品牌形象，全面完善自己的视觉手册。

Derelab首先深入研究了校园家具这一行业特性。与日常家用的家具不同，校园家具的使用场景更为丰富、灵活，需要满足不同的布局需求，赋予校园空间更多的可能性。比如四人座，多人圆桌这样模块式的家具，能够被组构或拆分。同时，它具有极强的统一性和功能性。比如教室、会议室、食堂，每一个空间功能清晰，和而不同。

接着，我们分析了恒丰家具产品的特点。以主打产品FLY系列椅为例，它的腿部非常纤细，椅背成流线型，优雅而轻盈，给人一种腾空而起的感觉。

基于上述认知，我们在恒丰原有的标志基础上，做了以下细节调整：1. 将象征着“四通八达”的八个线条变细，产生一种简洁轻盈以及无限延伸的视觉效果，更好地契合恒丰家具的灵活性、可塑性。2. 将字体设计得更时尚，颜色由艳丽的红色改为更突显质感的高级红，低调而不失格调。3. 标志立体化，呈现三维视觉效果，更加契合工业设计的场景。由此，我们不仅保有了已有用户对品牌的认知，还扩充了标志的内涵，让恒丰更能迎合当代的审美潮流。

在视觉手册中，我们还清晰地定义了颜色组合、中英文字体风格、设计了辅助图形、衍生品等丰富内容，以确保VI与产品的一致性。此外，我们还设计了恒丰建筑厂房的导视系统，整体提升了恒丰企业的外观与格调。

一次性打造的VI视觉手册，为恒丰提供了清晰有力的形象指导和品牌策略，让恒丰走向时尚与现代化。也因此，恒丰受到各大高校的喜爱，并在校园家具领域牢牢占据了领先地位。