背景： 自李锦记发布品牌规范后，由于解读各异，导致各地区在视觉应用上出现了不一致的情况。例如，在小红书和Instagram平台上，不同地区的账号在图文封面、字体、logo位置大小等方面存在差异，造成混乱与不清晰。为此，我们提出了明确的指导原则和实际应用示例，确保品牌在全球范围内有统一的表达，从而塑造卓越的品牌形象。 创意： 李锦记的超级符号“体验之门”是品牌最具辨识度的核心视觉元素。在社交媒体内容板块（小红书&Instagram），我们基于强化后的“体验之门”视觉效果，根据不同画面内容和传播目的，延展出不同的使用方式：作为边框、作为边框结合遮罩图像，以及作为视觉焦点。通过规范化统一应用，确保在各地区不同社交媒体平台上呈现清晰一致的品牌风格。
BACKGOUND： Since the launch of Lee Kum Kee's brand guidelines, varying interpretations have led to inconsistencies in visual applications across regions. For example, on platforms like Xiaohongshu and Instagram, accounts from different regions display differences in cover images, font choices, and the placement and size of logos, resulting in confusion and a lack of clarity. To resolve this, we've established clear guidelines and provided practical examples to ensure a consistent brand expression globally, thereby strengthening and unifying our brand image. IDEA： Lee Kum Kee’s Super Graphic 'Gateway' is its most distinctive visual element. For social media content on platforms like Xiaohongshu and Instagram, we’ve enhanced this visual element and tailored it to suit different types of content and communication goals. This includes using it as a Frame, Photo Mask, and Focal Point. By standardizing its use across regions, we ensure a consistent and clear brand style across various social media platforms.
