Alibaba was a traditional travel agency in Qaitariya, Tehran, which wanted to become a major player in Iran’s online tourism industry. Our strategic action in logo design was to design an adventurous, energetic and exciting face while creating a clear distinction with the Chinese Alibaba and other associations. The details of the face were conceptualized using elements related to the tourism industry. The choice of single color yellow, while creating harmony with the energetic and exciting personality of Alibaba, completely distinguished this brand in the tourism industry. According to the managers of this collection, the monochromaticity and identity of Alibaba’s flagship brand has reduced the marketing costs in this collection by 35% and saved costs.
Our important creativity in this project was the dynamic logo design. We predicted different modes for Alibaba’s face; including sad, angry, and happy and smiling states. In our opinion, the inclusion of emotional flexibility in the logo allowed the brand to respond appropriately to various issues of the day. This initiative has a positive effect on the branding of the brand name in the mind and conscience of the audience.
The result of Vand’s lasting cooperation with Alibaba was the creation of a unified visual identity in a family of prestigious Iranian tourism brands. Under this cooperation, a distinct image identity was created for Tosha Investment Holding, Alibaba, and its sub-brands, Zoroq and Jabama. Such action, in addition to improving the position of these brands in the tourism industry, created a large field of action for their marketing and sales.
With Tasi from the strategic logic of design (link), we proposed different designs for brands in Alibaba projects according to the audience and the nature of the activities; But the link of the visual identity of the brands of the Alibaba collection is the representation of an exciting and energetic personality through the cartoon space of the logos. This identity provides the basis for a cohesive brand architecture that connects various initiatives, programs and ideas and supports the organization’s growth vision across business areas.
