Communication

PaddlePaddle Brand Design

Extra Form

Country	China
Year	2021
Award	WINNER
Affiliation	Baidu Online Network Technology Beijing Co., Ltd.
Designer	BAIDU
Description(English)	The brand logo takes the first letter of PaddlePaddle as the starting point of graphic design, combined with the graphic intention of double rowing, showing the brand spirit of "open source and co-creation”. We use the form of continuous repetition and diffusion for auxiliary graphics, reflecting brand keywords: Massive, like the vast stars, has a huge number of computing nodes; Explosive, outward expansion of the form represents a strong computing power; Evolution, the change of auxiliary graphics is regular and continuous evolution, reflect that through machine learning, the technical ability evolves and helps developers grow efficiently.
Description(Native)	针对飞桨品牌的使命、愿景和价值观，我们为飞桨品牌进行了全新的设计。品牌标识以品牌名称PaddlePaddle的首字母PP为图形设计出发点，结合双人划船的图形意向，展现出“开源共创”的品牌精神。同时我们为品牌设计了辅助图形，以不断重复和扩散的形式，传达了品牌的关键信息：一、巨量的。飞桨拥有像浩瀚的星辰一样巨量的算力，以巨大的能量赋能了数万企业，推动产业智能花浪潮；二、爆发式的。向外扩张的图形形式暗示了开源生态爆发式的增长方式，中国本土的三百万开发者贡献了数以亿计的代码和数据，支撑起飞桨庞大的AI开发生态。三、进化的，辅助图形的变化是有规律的、线条和色彩在不断运动、不断进化。我们试图通过这种视觉形式来体现飞桨的产品内核——通过机器的学习与训练，完成技术能力由低级到高级的进化，让机器变得更聪明。在品牌识别系统的设计中，设计师致力于让品牌与用户更顺畅的沟通，从而使用了一种对程序员群体更具亲和力的设计语言。并创造了全新的图像风格使之能够与设计语言进行匹配。品牌识别体系的核心是蓝色，有力量的“飞桨深蓝”与干净的白色形成对比，有助于减少环境对信息的干扰。凸显品牌“高易用性”的定位。
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