AIMER BRAND IDENTITY UPDATE DESIGN

Project Overview

The AIMER brand visual identity (VI) update project is a strategic revitalization aligned with the brand's new youthful and energetic positioning, ensuring a modern and highly consistent visual image globally.

The core philosophy elevates the brand spirit to a powerful willingness to act, encouraging consumers to abandon hesitation and bravely pursue what they love. This spirit is perfectly encapsulated in the "INTIMATE FASHION" slogan.

The new core logo carefully combines the English "AÍMER", featuring a unique accent mark, with the Chinese characters. "Gotham" and "Founder Fangjun Hei" are designated as the core fonts, perfectly balancing modern minimalist aesthetics with excellent readability.

The application of the core brand color, "AIMER Red," is highly strategic. It is used with restraint (around 10%) in retail and office spaces to enhance visual comfort. Conversely, it is applied extensively in PR marketing and short-term roadshows to rapidly capture the audience's attention within 5 seconds and ignite social media momentum.

Furthermore, dynamic auxiliary graphics based on the concept of "#Yearning, Forward" are integrated across all scenarios, from window displays and packaging to e-commerce UI. The new VI system closely connects AIMER and its sub-brands, perfectly achieving a delicate balance between brand differentiation and overall image consistency.