The client is a C2C e-commerce startups with Chinese name "随塘" and English name "Sweetown". The main production line of Sweetown is C2C e-commerce trading and commodity identification service. This platform covers various market segements such as luxury goods, fashion brands, artworks, etc. The targeting consumer group is middle class and above. Therefore, the plaform suppose to be textured with high-end atmosphere, which can raise trust between the brand and consumers. The client is more inclined to minimalist style, also considering Chinese characters and abstract elements into the icon/logo.
Concept and Ideation
The word "随“ : relaxed, chill, joviality, and satisfied.
The word "塘“ : Also called "pond", symbolized a place where good things are gathered.
The red dot is associated with the forehead red-dot/gemstone/good thing in Tang Dynasty.
The logo is inspired by the Chinese traditional “carving”, “calligraphy” and “red-crowned crane”, and incorporates the calligraphy. The red dot that is transformed from the Tang Dynasty is more conspicuous, symbolizing the Chinese treasures. The irregular engraving background is inspired by the hand-carving jades.
The color of the logo is chosen from the ancient Chinese color pallets, creating a sense of quality.