NEW ERA OF ROBOCAR
DESCRIPTION
ROLE
TAGGED
ROLE
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VISUAL IDENTITY FOR JIDU ( JIYUE) / BRAND VIS / STUDIO OKER & JIDU BRAND DESIGN / 2022
BRAND CREATIVE DIRECTOR
Brand Strategy Development (from Scratch): Crafting brand strategies from inception.
End-to-End Brand Identity Creation (from Scratch) : Overseeing the creation of brand visual identities from the ground up. (all touch points)
BRAND GUIDELINES
VISUAL IDENTITY SYSTEM
ICONOGRAPHY / WAY FINDINGS
BRAND CREATIVE DIRECTOR
Brand Strategy Development (from Scratch): Crafting brand strategies from inception.
End-to-End Brand Identity Creation (from Scratch) : Overseeing the creation of brand visual identities from the ground up. (all touch points)
BRAND GUIDELINES
VISUAL IDENTITY SYSTEM
ICONOGRAPHY / WAY FINDINGS
JIDU is a joint EV venture between Geely and Baidu. Geely is a leading car manufacturer and now the owner of many brands, including Volvo, Polestar, Geely Auto, and Lotus. Baidu is a leading AI company at the forefront of internet search and online marketing solutions. The venture fuses the two companies' areas of expertise to create the future of mobility – a combination of cutting-edge engineering and state-of-the-art AI technology.
The car features a dual LiDAR autonomous driving system, and is based on Baidu Apollo’s L4 system. It realizes human-vehicle interaction and accurate speech semantic recognition in multiple scenarios, so that cars can “naturally communicate” with people. Based on AI and big data driving, robots will be able to learn and iterate by themselves, and achieve self-development.
The car features a dual LiDAR autonomous driving system, and is based on Baidu Apollo’s L4 system. It realizes human-vehicle interaction and accurate speech semantic recognition in multiple scenarios, so that cars can “naturally communicate” with people. Based on AI and big data driving, robots will be able to learn and iterate by themselves, and achieve self-development.
“ JIDU creates revolutionary ROBOCARs with emotional intelligence,
freeing people to go further, do more and be more.” - Brand Mission
The PIXEL-J
the core idea – a pixel – was omnipresent. This became the key element in the visual language, with the small square mirroring both the digital-first approach and symbolising data as a foundation for autonomy.
“Combined with a simplified geometric ‘J,’ we felt it stood out in the category with its asymmetric composition and bold look,”
the core idea – a pixel – was omnipresent. This became the key element in the visual language, with the small square mirroring both the digital-first approach and symbolising data as a foundation for autonomy.
“Combined with a simplified geometric ‘J,’ we felt it stood out in the category with its asymmetric composition and bold look,”
“ Inspired by ROBOCAR, our uniqueness is apparent through our visuals.
JIDU aims to catch people’s eyes by our futuristic design, reflecting our cutting-edge innovations in AI and robotics. ”
JIDU aims to catch people’s eyes by our futuristic design, reflecting our cutting-edge innovations in AI and robotics. ”
BRAND COLOR: AI PURPLE
Originating from the life force of AI, the ioniz
Originating from the life force of AI, the ioniz
BRAND FONT: ROBOFONT
Our brand font, ROBOFont, draws its inspiration from the limitless possibilities of pixel blocks. These pixel blocks resemble the flickering you see on a digital screen, creating a dynamic "loading" effect. This unique language is like a script invented by our automotive robots, a product of the fusion between AI and the real world. ROBOFont communicates with you and empathizes with you, representing our design thinking at its core. It not only serves as the design language for our brand but also embodies the bold and edgy spirit of our robocar.
Our brand font, ROBOFont, draws its inspiration from the limitless possibilities of pixel blocks. These pixel blocks resemble the flickering you see on a digital screen, creating a dynamic "loading" effect. This unique language is like a script invented by our automotive robots, a product of the fusion between AI and the real world. ROBOFont communicates with you and empathizes with you, representing our design thinking at its core. It not only serves as the design language for our brand but also embodies the bold and edgy spirit of our robocar.
A bespoke icon set was developed to be used across interfaces. Even in the small details. the pixel can be observed, which makes for a holistic experience.
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As a Brand Director at JIDU (now JIYUE) during its formative years, I crafted comprehensive brand strategies from scratch, overseeing the creation of brand visual identities and ensuring a consistent brand presence across all touch points. My role extended to the development of innovative campaign ideas, spanning TV commercials, car visuals, onsite events, and captivating online content. Furthermore, I played a vital role in defining JIDU's brand experience stores, resulting in the creation of award-winning, innovative, and immersive retail spaces. These achievements laid a strong foundation for JIDU's brand identity, setting the stage for its continued success and expansion.
