JD.com’s official interpretation of the metal dog mascot is: known for its loyalty to its owner, its upright character and fast running speed.

In March 2013, JD.com officially switched the domain name of 360buy to jd. In addition, the official name of "Jingdong Mall" has also been shortened to "Jingdong", and the original blue-based "360buy" has been updated to a metal dog named "Joy", which has become the new official logo of Jingdong. and mascots.

JD.com’s official interpretation of the metal dog mascot is: known for its loyalty to its owner, upright conduct and fast running speed. This change also triggered the “cat-dog war” between Tmall and JD.com. guess.

In August 2017, JD.com changed its brand image for the first time since 2013 and launched a new logo. The new logo is flatter and more rounded and cute than the previous metal dog Joy.

Extended information:

Characteristics of LOGO

1. Recognizability

Regarding the requirement of recognizability, it must be easy to recognize and remember. This requires simplicity in both color and composition.

2． Specificity

The so-called specificity means that it must be different from other LOGOs and have its own characteristics. Otherwise, the designed LOGOs will be the same.

3. Connotation

The design of a LOGO must have its own meaning, otherwise no matter how beautiful or perfect it is, it will only be beautiful in form but meaningless. This requires that the LOGO must have its own symbolic meaning.

4． Legal Awareness

Regarding the legal awareness of LOGO, you must pay attention to sensitive words, shapes and language.

5. Overall image planning (structural)

Different structures of LOGO will give people different psychological consciousness, just like horizontal lines give people the feeling of smoothness, stability, continuity and calmness, and vertical lines give people the feeling of height. , straightforward, light and impetuous, the dots give people the feeling of expansion or contraction, which easily attracts people's attention.

6． Colorality

Color is one of the three basic elements of form (shape, color, and quality). The commonly used colors for LOGO are the three primary colors (red, yellow, and blue). These three colors have relatively high purity, are relatively bright, and are more eye-catching. Color is a basic topic that must be studied in the discipline of industrial design. Color research involves many disciplines such as physics, physiology, psychology, aesthetics and art theory.

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