JD LANGZHENG FONT

In order to create a unified brand image，JD.COM worked with Founder Type to develop a new typeface called JD Langzheng Font. This project is a promotional video for JD Langzheng Font. The keywords in the video are Sun(tenon)-Mao(mortise) structure. We want to use Sun(tenon)-Mao(mortise) structure as a metaphor to display the beauty of JD Langzheng Font.

Design Team: Anqi Pan, Hang Li, Ning Mou, Haoqiang Ran, Danting Liu

Sun-Mao structure

Sun-Mao structure is the framework in traditional Chinese buildings while JD typeface is the framework for JD brand. The Sun-Mao structure displays the traditional Chinese craftsman’s spirit. And we intend to use the Sun-Mao structure to show JD people’ spirits. JD people enjoy the following spirits: the spirit of striving for excellence, the spirit of seeking high-quality products and the spirit of users’ supremacy.

SunMao

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