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ulu.design
Influenced by the trend of globalization, mobility and intellectualization, passengers are demanding more and more services, and civil aviation services are being redefined. Facing the world and the future, Pudong Airport will take the initiative to adapt to the upgrading needs of airport services, improve service quality, and contribute to Shanghai's upgrading of city energy level and core competitiveness, as well as to the higher-quality integrated development of the Yangtze River Delta.
The luggage service in Pudong International Airport is the first of its kind on China mainland. Bearing “diligence, unity, dedication, self-discipline” in mind, the Cloud crew is the essentialpart of Pudong International Airport “CHINABAG”. Our task this time is to brand this crew by showing this idea through its image, making Pudong Airport’s international and tourist-friendly image deep inside customers’ hearts.
Description of brand temperament:
Internationalization, Affinity and Service Attributes
Chingbag
Brand design strategy:
Pudong Airport chingbag service image brand, service attributes visualization, easy to identify and disseminate. First of all, to solve the problem of communication, first of all, to identify the Chinese name of the international passengers, and to name them in English, so as to simplify the identification of foreign passengers.
For this task, we used our method- finding the “perception prototype” of CHINABAG to make a brand logo easy to understand and clear at first glance at the lowest price.
Through brainstorming, our team chose luggage as the “perception prototype”. As luggage is the image related to travelers the most, its appearance makes people think of baggage, travelling and departure. So, with a clever touch, we combined the shape of letter G in the word CHINGBAG with luggage image and made a unique symbol with words.
Value of brand personification image
1. Become the free spokesperson of the brand forever;
2. Personality, vividness, communication and appeal are stronger, and the domestication relationship with consumers is established efficiently.
3. Strengthen the expressive power of brand in advertising communication and store image;
4. Can parasitize to the public life to play an indispensable role.
During the design process, we made bee a “perception prototype” according to its service philosophy and what CHINABAG do- luggage service. As we all know, bee is the best symbol to show industriousness and cooperation. Human have a shared conception of bees so it is the smallest memory unit. We can make use of this when branding CHINABAG and reduce the cost of advertisement.
Bees symbolize the spirit of hard work, unity, dedication, truth-seeking and self-discipline!
Diligence: Bees come out in the sunrise, wearing the afterglow, dedicated and professional, rain and shine.
Team Spirit: Bees have clear division of labor, efficient cooperation, civilized and orderly, very team spirit, collective wisdom and strength, overcome difficulties.
Dedication Spirit: Bees eat and drink dew, gather flowers and make honey. They enjoy bitterness and are willing to contribute, regardless of personal gains and losses.
Realistic Spirit: Bees and flowers as companions, and flowers as good, tireless, excellence, willingness to grow old under the moon, so that flowers full of trees, green fruits full of branches, showing a good spirit of realism.
Self-discipline: Bees are clean and self-conscious, always alert.
On May 16, 2018, Pudong Airport won the International Air Transport Association (IATA) "Platinum Airport"
On June 7, 2018, the “Pudong Airport Passenger Service” was awarded the “Shanghai Brand” certification.
