Designer: Sheng Yifei

Currently the director of Alipay User Experience Department.

The team led by Sheng Yifei at Alipay is called the "Userexperience design (UED) team"

The more formal explanation is:

In Alipay In Baba's English name alibaba, a is the beginning and the end, symbolizing that Alibaba can have a beginning and an end; in the West, a represents first, excellence and excellence. a also has another meaning, which is the smiling face of satisfied users.

People’s understanding:

1. Alibaba’s logo is a smiling face, which means everyone is happy and business is going smoothly. At the same time, it is also a small A, hoping to start from a young age.

2. A smiling head! It was Jack Ma who founded Alibaba to be user-centered, allowing their employees to smile at work and face their customers with a smile every day.

3. This logo is a smiling face, symbolizing happy work. The letter a at the beginning and end of alibaba also means leading among the 26 letters. It is an @ symbol, which is the symbol commonly used in emails. Symbolizes the Internet.

4. This is the English letter a, which means we start from a and achieve A; this is a smiling face, Ali’s culture is a smile culture; this is a satisfied smile, our Efforts will be made to satisfy customers, employees, and shareholders

Design process: Back then, a little boy was very satisfied with Nike’s products, so he checked a box on the questionnaire. This unintentional move Became Nike's classic logo. "Nike's logo is from the perspective of customers, not from the perspective of businesses showing themselves." Sheng Yifei said, "The design should put users first."

So he thought of human faces. In many designs, the human face is the most acceptable and impressive. "I gradually came up with the prototype of the current logo." Sheng Yifei first drew an a. In Alibaba's English name, a is the beginning and the end, symbolizing that Alibaba can have a beginning and an end;

In the West, a represents first, excellence and excellence. In his opinion, a also has another meaning, which is the smiling face of satisfied users. He hopes that this logo conveys the feeling of users after using the product.

Starting from "a", Sheng Yifei opened a window for his career in Internet UED. This design concept became the prototype of UED that he later highly praised.