Project

Alibaba Group

Identity Redesign

My Role

Visual Designer

Duration

Sep. – Nov. 2018 (6 weeks)

Project Brief and Target Audience

This project is to design an identity for a big company whose current identity need to be updated. I choose the Alibaba Group, which is a China-based giant international company. Its principal businesses include business-to-customer online shopping services, mobile payments, shipping services, ticket booking, etc. The content research I conduct is based on the development of the Alibaba Group. Their current identity is a man’s smiling face embedded in a lower case “a,” which is not well designed and no longer fits for their current “Group” concept. The target audiences are Alibaba Groups’ staffs and clients.

I follow their lower case “a” and vary it to a bird-like shape. It can still recognize as a lower case “a” but it conveys more meaning: the angle at the top is similar like an arrow, and it goes towards the upper left means Alibaba group pursuing a higher achievement; the wordmark can link together, means that Alibaba is an Internet-based company; the bird-like shape can also present its high-speed delivery service.