背景： 俪森（LEESUN）纺织以“探索时尚、创造当代纺织新价值”为使命，专注于中高端差异化涤纶时装面料领域。面对当下复杂多变的市场，俪森正积极推进品牌形象升级，以更精准地传达其专业价值与独特气质。 创意： 在本次品牌形象的重塑中，我们围绕“优雅、质感、自信、当代” 的核心关键词重塑标志。原有标志直接使用字库字体，缺乏个性，难以契合品牌当下的气质。所以，我们设计的核心在于“做减法”：去除陈旧字形，删除了英文名称，用纯中文传递品牌的纯粹与自信。同时我们也保留了体现品牌优雅气质细节：笔画舒展流畅，衬角极致的几何化，既存留原有韵味又重新注入现代质感。在“减”与“留”的平衡，是我们对俪森的理解——它不再是繁复的装饰，而是一种由内而外、优雅自信的质感。
BACKGOUND： LEESUN, with the mission of "exploring fashion and creating new value in contemporary textiles," specializes in the mid-to-high-end, differentiated polyester fashion fabrics. In response to the complex and ever-changing market, LEESUN is actively advancing its brand image upgrade to more accurately convey its professional value and unique identity. IDEA： For this brand identity redesign, we focused on the core keywords of "elegance, texture, confidence, and modernity" to reimagine the logo. The original logo used a standard font, which lacked personality and did not align with the brand's current identity. So, the core of our design lies in "minimalism": removing outdated fonts, eliminating the English name, and using purely Chinese characters to convey the brand's purity and confidence. We also retained details that reflect the brand’s elegant temperament: fluid, graceful strokes with precisely geometric corners. This preserves the original charm while Infusing a contemporary feel. The balance between "removal" and "preservation" embodies our interpretation of LEESUN—it is no longer about elaborate decoration, but rather a refined and confident essence emanating from within.
