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BRAND GUIDELINES The brandbook for cainiao

CaiNiao For Business Branding Guidelines

Our Story

What do we do?

How do we do it ?

Why?

Cainiao emerged with a passion for prompt, reliable service. We swiftly connect individuals and businesses, turning our commitment to efficiency into seamless deliveries.

Fueled by technology and dedication, we're not just a courier service; we're the heartbeat of convenience, delivering promises with speed and precision.

Provide consumers with express storage, community retail-related delivery, selfpickup, on-demand door-to-door, group purchase, recycling, laundry and other options.

Cainiao Post Station has formed a terminal public service network covering major cities across the country through socialized collaboration through students who start businesses in colleges and universities, and through family marts in chain stores.

We want to make life easy and efficient for people.

我们做的是什么？

我们怎么做？

为什么？

为消费者提供快递寄存、社区零售相关送 货、自提、按需上门、团购、回收、洗衣 等多种选择。

菜鸟驿站通过高校学生创业的社会化协作， 我们想让人们的生活更轻松、更高效。 通过连锁卖场的家庭集市，形成了覆盖全 国各大城市的终端公共服务网络。

我们的故事 菜鸟带着对快捷、可靠服务的热情 应运而生。我们快速连接个人和企 业，将我们对效率的承诺转化为无 缝交付。在技术和奉献的推动下， 我们不仅仅是一个快递服务我们是 便利的心跳，以快速和精确的方式 兑现承诺。

Our Brand Personality Express Delivery's brand personality is characterized by speed, reliability, and efficiency.

It exudes a sense of urgency and responsiveness, reflecting a commitment to timely service. Trustworthy and dependable, Express Delivery is customer-focused, ensuring a seamless and hassle-free experience. The brand is tech-savvy and forward-looking, utilizing cutting-edge solutions for swift and secure deliveries, creating a lasting impression of convenience and dependability.

我们的品牌个性 快速、可靠、高效是我们的品牌个性。它散发出一种紧迫感和响应性，反映了对及时服 务的承诺。值得信赖和可靠，快递以客户为中心，确保无缝和无麻烦的体验。我们的品 牌精通技术，具有前瞻性，利用尖端的解决方案实现快速和安全的交付，创造了便利和 可靠的持久印象。

CaiNiao For Business Branding Guidelines

The basics Our logo is our most recognizable asset. That's why we love it, are protective of it and ask you to follow the rules when you use it.

Here’s how: • Only show the logo in Cainiao blue, green and black. You can use white for certain exceptions (please reach out to us for approval).

• Don’t alter, rotate, or modify the logo.

最基本的 我们的标志是我们最知名的资产。 这就是为什么我们喜欢它，保护它， 并要求你在使用它时遵守规则。 方法如下 : ·只显示菜鸟蓝、绿、黑三种颜色 的 logo。您可以在某些例外情况下 使用白色 ( 请与我们联系以获得批 准 )。 ·不要改变、旋转或修改徽标。

CaiNiao For Business Branding Guidelines

Logo Concept The cainiao logo embodies speed and vitality, and a bird logo is cleverly combined with the speed line. The vibrant gradient symbolizes the progressive energy of the brand. The minimalist design reflects modernity, making it instantly recognisable and synonymous with fast, reliable service.

WORDMARK

Reversed Word Mark

ICON

Reversed Logo

商标的概念 菜鸟驿站的标志体现速度与活力， 一只鸟的标志与速度线巧妙结合。 充满活力的渐变象征着品牌的进步 能量。极简主义的设计体现了现代 性，使其立即被识别，成为快速， 可靠服务的代名词。

CaiNiao For Business Branding Guidelines

Logo Horizontal Lock-up Logo Lockups Sometimes our logo likes to team up with other logos or copy.

With the proper spacing, it'll play nice with almost anything. Here are some guidelines for those instances.

标志锁仓 Logo Vertical Lock-up 有时我们的标志喜欢与其他标志或 复制团队。只要间距合适，它几乎 可以和任何东西搭配。下面是针对 这些情况的一些指导方针。

CaiNiao For Business Branding Guidelines

Avatar

Instagram Avatar

Facebook Avatar

WeChat Avatar

Favicon

The following logo is the main image of the official logo.

The following changes and adjustments are allowed for different platforms to ensure that the core elements remain consistent.

用户头像 以下标志为官方标志的主要形象。 不同平台允许的以下变化和调整， 确保核心元素保持一致。

CaiNiao For Business Branding Guidelines

Typeface When Carry out courier service for middle-school or younger students, audience-specifi c fonts may be used for both the headlines and the body text. Below are the approved fonts:

Main Typeface in Western

Substitute Generic Hanzi

Berlin Sans FB Demi Bold

fangzhengyaoti

ABCDEFGHIJKLMNOPQRSTUVWXYZ

菜鸟驿站

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

字体 开展中小学生快递业务时，可以使 用特定于受众的字体标题和正文都 有文本。以下是认可的字体 :

Substitute Generic Typeface

Main Typeface in Chinese Hanzi

Segoe Script

YouYuan

ABCDEFGHIJKLMNOPQRSTUVWXYZ

菜鸟驿站

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJ abcdefghik

Color

COLOR PALETTE

• For images with a light background, we sugest applying a 10-20% black tint to the entire image, so that the white logo is legible.

• There may be some exceptions to the rule. Please reach out for permissions.

颜色

RGB

HEX

CMKY

• 对于具有浅色背景的图像，我们 建议涂 10-20% 的黑色对整个图像着 色，使白色标识清晰可辨。

1. R:124 G:193 B:112

#7cc170

1. C:55 M:0 Y:69 K:0

• 可能会有一些例外遵守规则。请 联系许可。

2. R:124 G:184 B:219

#7cb8db

3. R:6 G:2 B:3

3. C:91 M:87 Y:87 K:78 #040404

PANTONE MUNSELL 10GY 7/8 PANTONE 14-4320TCX

2. C:53 M:14 Y:7 K:0

Legal By using the Cainiao trademarks in these Brand Guidelines, you agree to follow these Cainiao Trademark Guidelines (the “Guidelines”) as well as our Terms of Service and all other Cainiao rules and policies.

These Guidelines apply to your use of the Cainiao trademarks. You may use the Cainiao trademarks solely for the purposes expressly authorized by Cainiao. Strict compliance with these Guidelines is required at all times, and any use of the Cainiao trademarks in violation of these Guidelines will automatically terminate any permission related to your use of the Cainiao trademarks. Cainiao reserves the right to grant or deny any permission at its sole discretion and for any reason.

If you have any questions about these Guidelines, please contact 929536170@qq.com.

法律 在本《品牌指南》中使用“菜鸟”商标，即表示您同意遵守本《菜鸟商标指南》( 以下简称“指 南”)、我们的《服务条款》以及所有其他“菜鸟”规则和政策。 本指南适用于您对菜鸟商标的使用。您仅可出于菜鸟网明确授权的目的使用菜鸟商标。 您必须始终严格遵守本准则，任何违反本准则使用菜鸟商标的行为将自动终止与您使用 菜鸟商标相关的任何许可。菜鸟保留以任何理由自行决定授予或拒绝任何许可的权利。 如果您对这些指南有任何疑问，请联系 929536170@qq.com。