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2026品牌设计Branding

BASE 24HBASE 24H

BASE 24H 开在高原,24 小时无人值守。没有店员,导视就得把话说完;招牌常年挂在户外,高原的紫外线一年就能把普通油墨晒偏。标志画的是一台深蹲架。三个颜色按 70/20/10 用,每个都写了材质工艺。主图标做到了背发光字的拆解图,八个部件、九条结构要求,招牌厂拿着就能开工。BASE 24H is a 24-hour unstaffed gym on the plateau. With nobody on the floor, the wayfinding has to finish every sentence. The sign hangs outdoors, where a year of high-altitude UV will pull ordinary ink off colour. The mark is a squat rack. Three colours, used at seventy / twenty / ten, each specified down to its material. The primary symbol was drawn out as a halo-lit letter: eight parts, nine structural requirements, enough for a sign shop to start work.

角色 / Role
品牌设计 / Brand identity
业态 / Sector
24 小时无人值守健身 / Unstaffed gym
交付 / Delivered
标志·色彩·工程图·应用 / Mark, colour, engineering
环境 / Environment
高原户外 / Outdoors at altitude
状态 / Status
视觉提案 / Visual proposal

标志画的是一台深蹲架The mark is a squat rack

两根立柱,柱身上一排可调挂片孔,顶上一道横梁。在一家没有店员的健身房里,深蹲架是每个人都会碰到、又不需要有人看管的东西。BASE 就是基座。从真实器械上取形还有个后来才用上的好处:笔画天生粗、连续,没有细装饰可丢。做成 25 毫米壁厚的钢制字壳时一笔都没改。Two uprights, a row of pin holes up each, a crossbar across the top. In a gym with nobody on the floor, the rack is the thing every member touches and the thing that needs no supervision. BASE is the base. Taking the shape off a real machine paid off later: the strokes come thick and continuous, with no fine ornament to lose. It went into a steel letter shell at twenty-five millimetres without a redraw.

蓝色只出现在要你动的地方Blue only shows up where something is asked of you

碳素石墨黑 70%,冷调白 20%,门禁钴蓝 10%。比例是用途定出来的。钴蓝只给五个地方:门禁、入口提示、App 选中态、方向箭头、地面导视线。扫码进来,往这边走,上二楼。一个没有店员的空间里,这几句话本来该由店员来说。每个色都带着材质:石墨是低反光粉末喷涂的哑光金属,白是哑光耐候涂层的亚克力。Carbon graphite at seventy percent, cool white at twenty, access cobalt at ten. The ratio comes out of the uses. Cobalt is allowed in five places: access control, the entry prompt, the app's selected state, direction arrows, and the line on the floor. Scan here. Walk this way. Second floor. In a room with no staff, those are the sentences an attendant would have said. Each colour carries its material: the graphite is powder-coated matte metal with low reflectance, the white is acrylic under a matte weather coat.

色卡底下那一行字The line under the swatches

三个方块、六组数值,一小时能做完。有用的是底下那行工艺说明。高原的紫外线和昼夜温差都不是内地的量级,普通油墨一年就偏色,荧光颜料更快。所以这里指定了非荧光高耐光颜料、户外级铸造膜或 PVDF 涂层,并要求实体打样测色差和耐候年限。不写清楚在什么环境下用什么工艺,交出去的就是三个 HEX 值。Three blocks, six sets of numbers, an hour's work. What makes it useful is the specification underneath. UV and the day-night temperature swing at altitude are not the numbers you design for at sea level; ordinary ink shifts within a year and fluorescent pigment goes first. So the page calls for non-fluorescent high-lightfastness pigment, outdoor-grade cast film or a PVDF coating, and a physical proof to measure the shift and the weathering life. Without the conditions and the process written down, a palette is three hex values.

高原户外应用须使用非荧光、高耐光颜料、户外级铸造膜或 PVDF 涂层,
并通过实体打样确认色差与耐候年限。

交到工程图那一步Delivered as far as the shop drawing

夜里那块发光的招牌是一张结构拆解图:哑光深石墨 304 不锈钢面壳、50 毫米不锈钢围边、内部防水冷白 LED 模组、透明亚克力底板、25 毫米离墙支撑柱、膨胀螺栓、藏在背后的电源线。配九条结构要求,其中三条约束的是图形本身。这三条是写给下一个动这个标志的人看的。The lit sign at night is an exploded structural drawing: a matte deep-graphite 304 stainless face, a fifty-millimetre stainless return, a waterproof cool-white LED module, a clear acrylic back panel, twenty-five-millimetre standoffs, expansion bolts, and the power run hidden behind. Nine structural requirements come with it. Three of them constrain the artwork. Those three are written for whoever touches this mark next.

结构设计要求

· 图标主体是连续结构,无孤立笔画
· 最小实体笔画宽度 ≥ 25mm
· 相邻独立部件间距 ≥ 20mm
· LED 与边缘保持安全距离
· 背光在墙面形成均匀、克制的 halo glow
· 不表现为正面发光灯箱
· 结构符合真实标识制作逻辑
· 仅展示背发光结构
· 非实际尺寸比例,示意结构关系

门口那块贴纸不写欢迎光临The decal at the door does not say welcome

有店员的地方找不到路可以问,这里不行。所以入口写的是「扫码进入」,下面留着二维码的位置,它是门禁的第一步。进门之后地上是一条钴蓝的线,一个箭头,一个 2F,把人从大门带到楼上的器械区。这条线和门口的扫码框、App 的选中态是同一个蓝。Where there is staff you can ask. Here you cannot. So the decal at the door says scan to enter, with the code's position left open below it. It is step one of access control. Inside, a cobalt line runs along the floor with an arrow and a 2F, carrying you from the door up to the equipment. That line, the frame at the door and the app's selected state are the same blue.

01 / 07夜间门头:背发光字在墙面形成克制的 halo glow,不做成正面发光灯箱The shopfront at night — a halo-lit letter throwing restrained glow onto the wall, never a face-lit box
02 / 07主标横版:图形取自深蹲架正视图,字标里只有 H 是钴蓝The horizontal lockup. The symbol is a squat rack in front elevation; only the H is cobalt
03 / 07色彩系统:三色各带用途、材质与建议比例 70 / 20 / 10,底下是高原耐候的工艺指定The colour system: each of the three carries its use, its material and a share of the 70/20/10 ratio, over a process spec for weathering at altitude
04 / 07背发光字结构拆解:八个部件从字壳到电源线,外加九条结构要求The halo-lit letter exploded: eight parts from face shell to power run, plus nine structural requirements
05 / 07入口贴纸:写的是「扫码进入」,不是「欢迎光临」——它是门禁流程的第一步The door decal reads scan to enter, not welcome — it is the first step of access control
06 / 07地面导视:钴蓝线 + 箭头 + 2F,把人从大门领到楼上器械区Floor wayfinding — a cobalt line, an arrow and a 2F carrying you from the door to the equipment upstairs
07 / 07会员卡:石墨底上的反白标志,同一套材质语言的小尺寸版本The membership card — the mark reversed out of graphite, the same material language at pocket size