On March 30th, 20 13, e-commerce giant JD.COM made a high-profile change to the domain name, logo and VI system. Subsequently, a metal puppy named "Joy" also parachuted into the Internet. Its unique shape and metallic texture make people shine at the same time, and also set off a hot discussion on the Internet.

Joy, the new image and mascot of JD.COM, was designed by the creative team of 180china, during which it went through two improvement processes, which lasted more than a month. In different design schemes, why did you choose a puppy as a mascot? How was "Joy" born?

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It is no accident to choose "puppy" as the image of JD.COM. According to the senior vice president of the marketing department, President Liu once visited a classmate's house and saw a ceiling lamp imported from Europe in the living room. The whole chandelier is made of metal, which has a unique metallic luster and looks like a metal dog from a certain angle. He shared the idea of a puppy mascot with senior officials in JD.COM. The puppy has a beautiful meaning of loyalty and friendliness, which is consistent with the idea that e-commerce hopes to convey. Therefore, the dog-based design concept has been unanimously adopted in JD.COM.