Jinmao Hui is a high-end VIP club under Franshion Group. It builds an exclusive platform for high-end social networking, resource sharing and business exchanges for the group's core partners and distinguished members. The brand name "Jinmao Hui" means "golden prosperity, gathering elites", and carries the club's brand mission of gathering top-level resources and sharing business wisdom.
The club adheres to the core concept of "sharing, communication, and win-win" and is committed to creating a distinguished sense of belonging and a mutually beneficial value network for each member. Qingmei Future was commissioned to lead the brand identity design.
The design goal of the brand logo is to demonstrate Jinmao Club's top positioning as a high-end VIP club through the visual language of nobility, symbiotic imagery and high-end social temperament, fully express the "distinguished" status of members, and embody the club's core philosophy of "sharing, communication, and win-win".
Design concept and graphic language
The logo uses "Golden Leaves" as the main image, with several golden leaves surrounding each other, overlapping and merging as the core graphic, constructing an organic whole that looks like a flower blooming and people joining hands to surround it. The leaves intersperse with each other, share edges and rely on each other, implying the symbiotic, mutually beneficial and win-win relationship between Franshion Group and the club, as well as the members of the club. Each leaf is an independent and complete individual, but also inseparably intertwined with other leaves - just like every member of the club has an independent business territory, but is also closely connected on Jinmaohui's platform to share resources and create value together. The overall design integrates natural organic aesthetics with the noble temperament of a high-end club, reflecting the dual attributes of the Jinmao Hui brand between social platform and value network.
The shape of the leaves is highly artistically refined. Each gold leaf is presented with a full drop-shaped outline, with the tip extending gracefully outwards and the rounded end gently closing inward. The shape is like precious gold foil leaves, conveying the natural vitality and the rare texture of precious metals. Several blades are arranged around the center in a rotating manner, forming a blooming "golden flower" composition - the centripetal structure symbolizes the core function of the club's "gathering", gathering scattered elite forces in the same center; the centrifugal blades stretch to symbolize each member starting from the club platform and expanding into the broader business world. The overlapping of the leaves forms a delicate weaving effect, like ribbons interpenetrating each other or interweaving gold threads, creating a three-dimensional sense of depth in the plane graphics. This weaving image directly metaphors "sharing and communication" - information, resources and wisdom shuttle and weave among members like gold threads, ultimately forming a tough and gorgeous value network. The white space between the leaves forms a uniform breathing rhythm, conveying the calm, elegant and uncrowded quality of the club's high-end social life. The overall composition uses an organic order of rotational symmetry to construct the "Golden Leaf Hui Hui", conveying the brand's noble positioning and symbiosis concept.
Font composition and color system
The Chinese "Jin Mao Hui" adopts exquisite modern Song font, with thin horizontal lines and thick vertical lines, clear strokes and dignified structure, conveying the cultural heritage and solemn temperament of high-end clubs. The metallic feel of the character "Jin", the sense of prosperity of the character "Mao", and the sense of convergence of the character "Hui", the semantics of the three characters are visually enhanced in the exquisite strokes of the Song style. The English "JINMAO CLUB" is arranged below the Chinese characters in a standard uppercase serif font. The font is broad and steady, and the serifs are exquisite and clear. It echoes the Chinese and Western stroke rhythms of the Chinese Song style, conveying the club's international style and classic taste. Chinese and English are separated by thin decorative lines, forming a clear and orderly brand structure.
The main color is noble gold #B8860B → #D4AF37. As the absolute main color of the logo, it runs through the gold leaf graphics and brand word mark, representing wealth, nobility, glory and supreme quality. Gold is the most recognized noble color symbol among high-end clubs, private banks and luxury brands around the world, directly conveying the visual signal of members' "noble status". The gold of the gold leaf pattern is presented in a gradient process, transitioning from the deep gold at the root of the leaf to the bright gold at the tip, forming a three-dimensional luster like real gold flowing under the light, giving the logo a texture and craftsmanship like precious metals. Auxiliary dark brown #4A2C0A is used as the background color of the logo in dark background applications. It is like the color of precious hardwood. It uses a warm and thick background color to support the golden and luxurious light, creating a sense of space atmosphere in a high-end club. Pure white #FFFFFF is used for the application of the logo on a light background and the breathing space in the brand system to ensure the clarity and visual tension of the golden elements. The overall color system takes a single golden color as the absolute core, reflecting the top club positioning of "one color equals dignity and gold equals taste", and uses the purest gold to convey the clearest signal of nobility.
Application extension and brand significance
The logo has strong system scalability and can be widely used in clubhouse entrance doors, front image walls, VIP room nameplates and private space guidance systems; membership cards, invitations, event invitations and high-end gift packaging; the club's official website, member-only APP interfaces, private social platforms and digital service materials; high-end dinners, business forums, private tastings and annual gala event images; member-exclusive cultural creations, customized gifts, commemorative badges and limited co-branded products. In physical applications, gold leaf graphics support top-level processes such as metal foil stamping, embossed embossing, and laser engraving, making the logo truly have the touch and luster of precious metals on the physical medium. In the dynamic visual, the golden leaves can rotate and stretch out from the center in sequence, and the weaving effect at the overlap is gradually formed with the animation of gold threads. Finally, the "golden flower" fully blooms, symbolizing the deepening of the relationship between members on the Jinmaohui platform, from acquaintance to integration, from sharing to win-win. The gold leaf pattern can be extended into a visual mother element and used for wall decoration, carpet patterns, tableware dark patterns and brand pattern systems in club spaces.
The logo contains the three core images of the Jinmaohui brand: Noble Identity - the precious metal texture and gorgeous shape of the golden leaves fully express the "noble" identity of each member; Symbiotic Growth - the overlapping weaving between the leaves implies the organic relationship of symbiosis, mutual benefit and win-win between Franshion Group, the club and members; Share & Win-win (Share & Win) - The composition surrounding the gathering and the woven image of gold threads embody the club's core concept of "sharing, communication, and win-win". The overall design conveys Jinmaohui's brand vision of "gold leaf symbiosis, win-win gathering, and noble peers".
Improper Usage (Protection Specification)
Do not change the number, rotation angle or overlapping weaving relationship of gold leaves; do not modify the hue, brightness or gradient direction of the noble gold main color; do not replace gold with silver, copper or other metallic tones; do not add strokes, outer glow, texture superposition or excessive three-dimensional effects to the logo; do not split the leaves into independent elements and use them separately from the whole; do not rotate, tilt or mirror the overall orientation of the gold leaf graphics; keep the white space around the logo not less than 25% of the diameter of the graphics; the minimum display width must not be less than 30mm.
design results
After the release of the logo, Jinmao Hui's brand recognition and distinguished image in the high-end social and VIP club fields have been significantly improved. "Gold Leaf Symbiosis Huahui", with its unique visual language that combines natural organic aesthetics and precious metal texture, has become the core identification symbol of Jinmao Hui's brand system. It is widely used in member activities, high-end social networking and brand communication, showing the brand vision of "noble identity, integration and symbiosis, sharing and win-win", and successfully established the top brand image of Franshion Group's high-end VIP club.