HOWL

HOWL是一个专注于登山远足、露营、徒步的年轻的户外生活社群。HOWL 的名字和概念来源于 “垮掉的一代”的著名诗集《Howl》，但是和“垮掉”正相反，HOWL 的理念是 Heading an Optimistic Wild Lifestyle (朝着乐观狂野的生活），希望每个社员都可以在这里有天马行空的想法，畅所欲言，尽情的“去野”。

HOWL is a community dedicated to outdoor living, with a focus on hiking, camping, and walking. The concept and name of HOWL were inspired by the famous poetry collection of the Beat Generation, but its philosophy is different. Unlike the “Beat” philosophy, HOWL aims to encourage an optimistic and wild lifestyle. The community hopes that every member can express themselves freely, have unrestricted ideas, and enjoy the freedom of “going wild”.

在这样的品牌概念的基础之上，我们將社群号召的属性和对 “去野”的呼唤进行视觉转译。通过强化品牌名称中的字母"O”，并赋予其具有戏剧感丰富变化的视觉逻辑，将自由、号召、洒脱的社群特质进行放大；通过精选的既贴合户外又饱含生活趣味的大地色系，将“野”进行稍显克制的表达，使对整体视觉识别的感知更多了一分为生活增添的雅致与愜意。

We have visually translated the attributes of the community’s brand concept that calls for people to “go wild.” We have strengthened the letter “O” in the brand name to give it a sense of drama with rich changes. This amplifies the characteristics of freedom and the sense of calling of the community. We have used a natural color palette, which is suitable for the outdoor atmosphere and full of life interests. The concept of “wild” is slightly restrained, adding a tasteful and pleasant vibe of life to the overall visual presence.