Tmall Double Eleven brand poster design!

This article shares with you the story behind Tmall Double Eleven brand design, enjoy~

The annual Tmall Double Eleven Global Carnival is here as scheduled!

Since 2015, we have shared the complete ideas of Double Eleven brand design with everyone during Double Eleven every year, which has become a tradition of the Double Eleven design team. If for no other reason, my colleagues have worked hard for a year, and I want to chat with you about the freshly-released designs.

Every time the Double Eleven logo is released, there will be enthusiastic friends who help us interpret it, and some people also ask us why we don’t have an official release? Dear friends, what you are seeing now is the official released content. It is not just a logo, but a complete story from beginning to end.

2019 Tmall Double 11 main logo:

2019 Tmall Double 11 main logo multi-language version:

This year is the eleventh year of Double Eleven. When we received this task, some clever classmates suggested: "Let's use 6 ones, 1111111, 61 Children's Day!" and "Let's return to the innocent joy of shopping!".

“Hahahahahahahaha…” The devilish laughter echoed throughout the entire conference room. It seemed that the difficult problems that had been unsolved in previous years had been solved just like that? Of course, the story is not that simple. We were rejected before we even tried to go in this direction.

• First, Double Eleven is a deeply rooted concept. The four ones have become a super symbol and are our valuable brand assets. The six ones will not only fail to help us enhance the cognitive value, but will increase the cognitive cost.
• Secondly, Six Ones is a purely visual idea. It is difficult for it to support the consumer value we want to convey, and it is also difficult to establish an emotional connection.

Where should we start?

Returning to the essence of design, we believe that the essence of design is to cleverly express an idea or opinion to the target object. In the process of expression, form is only a means, and the focus is on what we want to express.

We gathered together designer representatives from all business units of Alibaba, and asked everyone to return to the state of an ordinary consumer and talk about their own Double Eleven stories. By distilling these stories, we can get consumers' true and general understanding of Double Eleven. On the cheapest day of the year, whether you are joining in the fun, following the trend, or just looking for a bargain, you always feel like you're missing out if you don't buy something. On this day, "shopping" undoubtedly becomes the top priority.

Alibaba economy designers co-create:

So do we want to express "shopping" to consumers by telling them how cheap we are, how rich our products are, and how good our products are at low prices? These are the perceptions that consumers have already formed. They are things that everyone knows without us having to express them. They do not seem to be an idea or opinion.

It’s still shopping, but it’s definitely not about teaching you how to shop. As consumers, what can shopping bring us?

Some people say that shopping can keep us well fed and clothed, make travel convenient, and allow us to live in peace and security.

If you have all these, why do you still shop?

Because everyone yearns for a better life!

In order to live a better life, we need psychological satisfaction brought by the improvement of objects. Of course, some people may say that satisfaction can also be obtained through other ways, such as caring for others, getting close to nature, learning, practicing, meditating, etc. We very much agree that a better life is certainly not just about shopping. But the scope we are discussing now is only "shopping" and the satisfaction that "shopping" can bring. The expectation of this satisfaction is the motivation for every consumption behavior. For example, when you want to buy a new dress, you are actually looking forward to how you will look when you wear it. When you choose a gift, you are already looking forward to others’ reactions when they receive it.

Double Eleven, the cheapest day of the year, undoubtedly makes your expectations "more worthwhile", so it is "more worthwhile" for everyone to buy more.

However, these insights only help us sort out the common rules behind consumer behavior. In fact, when we break it down into individual consumers, due to their different identities, roles and lifestyles, their motivations are different. We cannot simply summarize it as yearning for a better life because it is too abstract. It sounds right, but every consumer cares more about whether their needs are met. As for Double Eleven, we want to create a Double Eleven that belongs to everyone, not just for shopping, so that it has the cultural attributes of a festival.

So, we started looking for real consumer stories, looking for stories about how objects make life better. These real stories touched us deeply. We found that behind the shopping behavior, there are actually deeper needs hidden in every consumer's heart. They are wishes hidden deep in their hearts. It is these wishes of different people that make every ordinary person's life vibrant. We want to help them realize their aspirations.

On Double Eleven Day, help every consumer realize their “Wish 11”! This is the consumer demand that Double Eleven should satisfy. It is not just about shopping, but about elevating the value of items to emotional value. Only such a brand can truly make people feel the warmth.

While listening to these stories, our goddess Ali was moved. She took the initiative to ask us to write a song. She wanted to record her feelings through music and tell it to everyone along with the 11 stories we selected.

Double 11 brand design concept mv:

"The logo is out?" The low and hoarse voice woke us up from our self-indulgence. We found what we wanted to express, but there were still hundreds of logo options between us and how to express it.

So, we started rounds of polishing, focusing on how to express the theme of "Wish 11 Come True". During this process, there were two major differences:

• One major direction is to express "wishes", because it is more visual and easier to express.
• Another general direction is to express "realization" because it is a description of the results and is more in line with consumers' expectations of the results.

After struggling, we chose to merge the two directions. The plot seemed to have returned to the familiar design story, "Merge these two plans!" I believe that friends who are designers must have heard this sentence repeatedly. Friends who have not heard it, it means that you have not been in the design industry for long. I guarantee that this sentence will appear repeatedly in your future career. (A knowing smile)

It is easy to say that fusion is going to happen, but how can such abstract text be converted into graphic expression and at the same time be integrated with the cat head + 11.11? Why should it be integrated with the cat head + 11.11?

Because this is our important brand image asset, the combination of cat head + 11.11 has been fixed since 2015, which means that 80% of the main body of the logo has been fixed. Our difficulty lies in how to express the theme and make it feel different from previous years in this 20% area. I can assure you that the Double Eleven logo is the most difficult of all logos, bar none. At least it is the toughest one in my more than ten years of professional career.

The words "wish, realization, cat head, 11.11" keep lingering in my mind. Experience tells us that when faced with such a complex situation, we should jump out of it and look at the problem from a different perspective. What perspective should we change to?

Of course, let’s go back to the consumer’s perspective. What is the state when the consumer’s wishes are fulfilled? Is it the satisfaction when a wish comes true? It seems like something is missing. Wishes can be realized at other times, so what is the difference between realizing wishes on Double Eleven?

We believe that it should be an expression that exceeds your expectations, upgrading from the satisfaction when a wish comes true to the surprise when a wish comes true! This is what carnival should taste like. Of course, there are many kinds of surprises, but they are not tangible enough. How can we find the right kind of surprise?

The answer is empathy. So we started simulating scenarios, simulating the scene of consumers shopping on Double Eleven.

When we arrived at Double Eleven: “Hey! This year seems to be really different!”

As I continued to explore: "Oh! The same idou model I've been looking for for a long time is here!"

When preparing to place an order: "Oh! It's really cheap!"

When I received the package: “Wow!!!”

It sounds a bit exaggerated, but this is indeed the surprise we want to create for consumers. When people feel the surprise beyond their expectations, they will unconsciously dilate their pupils and open their mouths to blurt out the idea. This is a common physical sensation among human beings, a resonance that requires no explanation. This instantly enlightened us, and we were so surprised that we blurted out "I was so surprised!" We found the core idea right away.

Through repeated attempts, we found that the bubble-shaped expression can not only become an idea frame that carries all consumers' wishes, but also a dialog box that expresses surprise when the wish comes true. Combining this bubble shape with a cat head + 11.11, this is the origin of our main logo for Double Eleven this year. The biggest difference between this logo and previous Double Eleven logos is that it is more like a container that accommodates different personalized expressions of different people. It has changed its previous state and presented itself to everyone in a more approachable and personalized way.

2019 Tmall Double Eleven brand logo interpretation video:

Of course, as a container, we also need to extend our core creativity to various online and offline scenarios.

Double Eleven Customized Gift Box:

Double Eleven goes global:

In the past few years, we have introduced to you the origins of Tmall Double 11's main style. We will definitely maintain consistent heritage on the basis of innovation. Therefore, the main theme of Pop Art will continue this year. The question comes back to how we can create a new visual experience through new combinations of old elements under the general theme of Pop Art. Compared with symbols, visual style can more easily express the idea of ​​"so surprising that it makes you blurt out the answer!" It can be expressed in all aspects through shape, color and texture.

When a person is "so surprised that he blurts out ", a happy aura surrounds him. These invisible expressions radiating from the center to the surroundings look very much like circular sound waves. At the same time, they can change dynamically according to the status of different people. This forms a design language, a language that can produce ever-changing effects in a fixed form.

When we combined it with the main theme of pop art, we formed a unique visual language for this year's Double Eleven, which we then applied to various scenes by breaking down the shapes, colors and textures.

Device Application:

Tmall Double 11 Conference on-site application:

Tmall Double 11 Opening Ceremony on-site application:

Tmall Double Eleven Wishing Cat:

Author: Alibaba Design

Source: WeChat Official Account: AlibabaDesign