Xujiahui Business District
徐家汇商圈
The logo is composed of linear elements forming an interlocking, dynamic structure. Its foundational shape—a circle—serves as the primary visual and symbolizes the defined geographical boundary of the Xujiahui commercial district, often referred to as a "circle." On this basis, the dynamic motion of the elements introduces a sense of openness and vitality, expanding the notion of "boundary." The movement path evokes a sense of exploration, while the intertwining of inner and outer lines suggests the intersections between people, between individuals and environments, between humans and culture, and among cultures themselves.
Both the colors and lines of the logo can be adapted to different contexts, enhancing its flexibility and interactivity. The static version of the logo also carries dual visual orientations—“openness” (outward) and “convergence” (inward)—indicating the tone and identity of the space it represents.
Client:
Xujiahui
客户： 上海徐家汇商城（集团）有限公司
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logo以线性元素组成内外套合的动态形式，第一视觉的基础图形“圆”代表着徐家汇商圈的“圈”这一既定地理范围，在此基础上随机动态使“范围”的定义更具开放性与活力，同时其运动轨迹具有“探寻”之意，过程中内外线条的交错示意着：人与人、人与场合、人与文化、文化与文化等之间的交集。其色彩线条均可依照场合进行改变，具有可适配性与交互性。静态logo也具有双向可视性，即“开放”（外）与“聚合”（内）。意示场域调性。