微信视觉形象指引-微信网页版.PDF

微信视觉形象指引 WeChat Visual Identity Guidelines Wedesign 2016. 12 前言 本手册旨在规范微信品牌形象的正确应用，保证品牌完整性和一致性。适用对象为：微信 事业群各部门、公司其他事业群、业务合作第三方公司、个人等。 — 手册分为主品牌规范、微信品牌关系、二级品牌规范。该文件由微信事业群基础产品部 设计中心品牌设计组设计和维护，各合作方、业务部门如需使用可编辑的相关文件时，可 以邮件的形式申请获取。 Preface This guide is intended to standardize the use of the WeChat brand and ensure the brands integrity and consistency. The guide applies to all departments of the Weixin Business Group (or WXG, the group responsible for WeChat), other Tencent business groups, and third-party companies and partners. — The guide is divided into three parts: specifications for the main brand, brand relationship between the main brand and sub-brands, and the specication for each of the sub-brands. WECHAT VISUAL IDENTITY GUIDELINES 初衷 微信（WeChat ）的品牌形象基于微信“谨慎、优雅、超前”的产品理念，包含于客户端 各平台设计、相关网页设计、品牌设计、周边产品设计中。与传统品牌不同，微信是一个 相对抽象、无形但又无处不在的互联网产品。微信的品牌设计，不仅要告诉用户这是微信， 还要传达微信的理念和态度。我们希望通过系统的设计来满足微信多产品线的品牌需 求，借助传统品牌和平面设计中一些成熟严谨的设计方法，如图形比例、字体版式、网格、 信息处理等，通过清晰、明确、简单的呈现，为无形的产品打造清晰的品牌轮廓，以实现 微信品牌线上线下的品牌完整和体验的一致性，以更好地让使用受众更正确更深刻地 感受微信。 Motivation WeChats brand identity is derived from the produc ts core design , values:Prudence Elegance, and Foresight. These values are demonstrated in all related products that WeChat offers. Unlike traditional brands, WeChat is an internet brand that simultaneously possesses both abstraction and ubiquity. Our brand identity is not just about portraying who we are, but also expresses what ideas and attitude we wish to communicate. By providing a design system, we hope to better provide for WeChat cross-product promotion via a traditional brand and graphical design approach, including providing a drawing scale, typography, proportions, etc. Combined, these elements can help turn WeChat from an abstract concept into a concrete brand, and achieve consistent user experience and brand recognition whether online or oine.