静水流深 | QQ闪屏设计故事
DESIGN
QQ是腾讯用户量达数亿,有着20年历史的代表性即时移动通讯工具,QQ的所有品牌元素,比如企鹅形象,emoji表情甚至通知声音都已经被许多用户熟悉。在这些元素之中,闪屏是直接关系到品牌形象的最为重要的元素之一,因为它决定了应用服务的第一印象,本文将介绍为跟上快速变化的设计趋势,最近被重新设计的QQ闪屏的设计故事。

QQ is Tencent's representative mobile instant messenger with a history of more than 20 years which has hundreds and millions of users. All the brand elements of QQ such as penguin character, emoji, and even notification sound are already familiar for many users. Among these elements, the splash screen is one of the most important elements that is directly related to the brand image since it decides the first impression of the service. In this article, I will share the design development story of the new QQ splash screen, which has been re-designed recently following the rapidly changing design trend.


Project goal 项目目标

QQ闪屏是移动APP品牌形象中的重要元素,重新设计我们必须格外地小心慎重。我们需要将QQ(一个提供各种服务的巨大平台)的特征整合到一个单独的图像中,并且不能失去品牌的独创性,还必须考虑大众的口味和不断变化的设计趋势。 

QQ splash screen is an important element for the brand image of a mobile app service, so we had to be particularly careful in re-designing it. We need to encompass the characteristics of QQ(one huge platform that provides various services) into one single image and not lose its originality of the brand, and also consider the tastes of the public and the constantly changing design trend.


由于上述原因,QQ闪屏很长一段时间都是在一定的框架里进行改变。通常会在QQ形状中间用一些图形元素来暗喻APP的服务特征。节假日或者其他临时事件也会有一些更新和特别的设计。但大多数基本上还是2D风格的图形。

Because of the reasons above, QQ's splash screen has changed within a certain frame for a quite a long time. Usually, there are QQ's shape in the middle with some graphic elements trying the imply the service characteristics. There were also a few updates and special designs for national holidays and other temporary events, but most of them were basically 2D-style graphics.

然而3D图形最近已成为一种非常突出的趋势并且被广泛应用于诸如品牌设计和广告设计等多种媒介中,视觉上对许多人来讲也有吸引力和新鲜感。由于QQ是以年轻用户为主的服务,我们也尝试应用这种风格,并紧跟设计趋势的最新变化在设计上做了新的尝试。

However, design trend using 3D illustrations has been spotlighted recently and used in numerous medias such as brand design and advertisement. So recently, 3D graphics are recognized as trendy and visually attractive and fresh to many people. Since QQ is a service mainly used by young users, we also tried to apply this style and made new attempts on the design following the recent changes on design trend.


保持QQ标志性的企鹅形象,在新的闪屏里,我们用3D风格来取代现有的平面图形。这种尝试是为了提升引领科技与潮流的信息品牌形象 通过运用具有扩展空间感的图像赋予视觉新鲜感。此外,高饱和度的颜色给予品牌更加年轻和充满生机感,而各种各样的纹理则增加了图形的深度和丰富性。

Maintaining the QQ's iconic penguin shape, we applied the 3D style instead of the existing flat graphic on this new splash screen. This kind of attempt was planned to enhance the brand image of the messenger leading the technology and trend while giving visual freshness by applying an image with an expanded sense of space. In addition, high saturation colors give the brand younger and vibrant feeling, and a variety of textures add depth and richness to the graphics.




Design round 1
Attractive 3D shapes  吸引人的3D外形

第一个方案是基于上述计划,没有任何限制地尝试各种新的和富有吸引力的图形。我们拆除QQ企鹅的形状,测试各种各样的材料,并且尝试在企鹅形状周围添加各种图形元素。除了QQ的品牌色天蓝色,我们还尝试使用多种色调和高饱和度的颜色。

The first idea was based on the aforementioned plan, experimenting various new and attractive graphics without any specific limitation. The shape of the QQ penguin was dismantled and various materials were tested and we also tried to add various graphic elements around the penguin shape. And we tried to use a wide range of hues and high saturation colors besides the sky blue color, which is the brand color of QQ.



Design round 2
The year of the rat 鼠年

第二轮设计,我们测试可以象征鼠年的图形,做了把鼠的面具形状放到QQ的形状上的方案,或者用鼠形轮廓测试一些图形。然而由于闪屏应该代表整个服务,更普遍的形象才是首选。此外由于这一概念只是暂时性的,我们决定尝试其他不同的方案。

On the second round, we tested graphics that could symbolize the year of the rat. We made proposals with a mouse-shaped mask over the QQ shape or tested some graphics with the mouse-shaped outline. However, since the splash screen should represent the whole service, more universal image was preferred. Moreover, since this concept was only focusing the temporary issue, we decided to try different ideas.



Design round 3
Endless universe inside QQ  QQ里的无限宇宙

最后一轮,我们用一些含有各种纹理的彩色几何图形漂浮在QQ形的窗口上,象征QQ平台将各种服务汇聚在一起,创造新世界的服务意义。这个方向被选为新的QQ闪屏设计,并在最终完善后应用。

In the final round, we designed some proposals of colorful geometric 3D shapes with various textures, floating in the QQ shaped window. This represents the meaning of the service that various services are gathered together to create a new world in QQ platform. This direction was selected for the new QQ splash design and was applied after the final refinement.



Final design 最终设计

在最终的设计中,各种纹理的几何形状形成动态的对角线构图,在QQ形的窗口中保持和谐与平衡,象征QQ世界中各种用户和多样服务相互作用的形象。考虑到颜色与其他图形元素的协调性,最终图形使用的是蓝色和黄色的品牌色。蓝色按照QQ的品牌颜色来应用,黄色则来自QQ嘴和脚的颜色。这种鲜明的色彩对比,暗含着QQ年轻新潮的形象。

For the final design, geometric shapes with various textures are balanced in harmony in the QQ-shaped window, making dynamic diagonal composition. This symbolize an image in which various users and diverse services interacting in the universe of QQ. The brand color blue and yellow was applied to the final graphic considering harmony of the colors with other graphic elements. The blue color was applied following the brand color of QQ and yellow is from the mouth and feet color of QQ. And this vivid color contrast implies the young and trendy image of QQ.


Wallpaper 壁纸

QQ的闪屏设计会继续保持更新,努力展现QQ的多样性与成长性,让用户感受QQ品牌的生机与活力。我们希望在2020年,QQ可以用更年轻和更潮流的面貌来与用户相遇。

This QQ splash design will keep change, trying to express diversity and growth of QQ which will make users feel that our QQ brand is alive. We hope that QQ will be able to meet users with more younger and trendy look in 2020.



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