傳裕 Chwan Yu
經營超過半世紀，擁有專業鑄造技術的傳裕企業有限公司，希望透過品牌形象的優化改造， 提升品牌的價值，顛覆台灣老字號的製造業過去給⼈人較為傳統、保守或缺乏品牌印象的連結， 因此不只是在品牌標準識別、官⽅方網站的設計上都希望能在富含新意的前提下，突顯鑄造的產業特性。
從最基本的標準識別設計，客⼾戶希望保留留長久以來來鑄造器具的logo，並進⼀一步做改造，logo 做細節和比例例上的微調後，保有鮮明熔漿滴出的意象，設計師特別在字體設計上傳達剛柔並 濟的個性，彰顯出鑄造本質的剛硬，與⾼高溫下融點後的圓融，整體比例例上也以中⽂文字型為主， 英⽂文為輔。
For more than half a century, Chwan Yu Enterprise Co., Ltd. has continually innovated in professional casting technology. Our hope is that by enhancing the value of the brand through renovating the brand image, we can disrupt the traditional stereotype of the manufacturing industry in Taiwan: that it is old-fashioned, conservation and falling behind. Thus, the goal is to redesign everything, from the brand image to the website to bring to a new light the company’s casting expertise.
Starting from the most basic brand image, the goal was to keep the concept of casting into the logo. Thus, small adjustments were made to the logo’s design as well as the proportions, while keeping with the image of molten metal being poured out. As for the font design, it combines both rigid edges and round soft contours to convey the firmness of the casting process yet also the malleability of the material under high temperature. In terms of proportion, the Chinese font is the focus, with English as the supporting font.
The auxiliary graphics use the metal elements of the casting process as well as the liquid flow during the heating process to convey the brand’s commitment to a professional production process and provides a visual design that is both flexible in use and rich in ingenuity and message. The color scheme of the design uses iron black as the main color, cleverly combined with the cool lake blue color and the warm orange-red color, symbolizing the most important part of the casting process, which is the temperature shift. This if further expressed in the flow of the color blocks, interwoven with metal elements, to fully display the brand’s professionality and technical excellence.