普象-让好设计发光

can do decoded
Brand Book

CAN DO DECODED - The first brand book printed with the DNA of real game changers.

can do is the attitude that turns the German telco provider o2 into the industry's game changer. So can do is much more than a claim – it's the brand's DNA. To proof this, we asked five game changers for their DNA to then mix it with printer ink.

On 388 pages, bestselling author Benjamin von Stuckrad-Barre decodes the can do mentality of game changers like Jimmy Wales and Grandmaster Flash, who shares the brand's attitude and values.

Each chapter has its own design language: From paper selection, to handcrafted typography, up to unique print finishes.

CAN DO DECODED —— 首本印有真正的行业规则革新者 DNA 的品牌手册。 德国电信运营商 o2 凭借大胆敢为 (can do) 的态度，成为了革新规则的业界翘楚。大胆敢为不仅是一种主张，更是品牌 DNA。为证明这一点，我们请五位行业规则革新者提供了他们的 DNA，然后将其混入了打印机墨水中。 畅销作家 Benjamin von Stuckrad-Barre 以 388 页的篇幅，解读了 Jimmy Wales 和大师 Grandmaster Flash 等行业规则革新者 “大胆敢为” 的心态，他们与品牌的态度和价值观不谋而合。 从纸张选择到手工排印，再到独特的印刷饰面处理，每个章节都有各自的设计语言。

iF GOLD STATEMENT
The aim of this brand book by telecommunications provider O2 is to ‘decode’ the mentality of game-changers like Jimmy Wales and Grandmaster Flash who share the brand’s values. Each chapter features a different design language – from handcrafted typography to unique print finishes. Uniquely, this book literally carries the DNA of 5 major game changers – mixed into the printer ink.

评委评语
电信运营商 O2 之所以发布这本品牌手册，是为了 “解读” Jimmy Wales 和大师 Grandmaster Flash 等与品牌价值观契合的行业规则颠覆者的心态。从手工排印到独特的印刷表面处理，每个章节都采用不同的设计语言。这本书的独特之处在于，它将 5 位重要的行业革新者的 DNA 混入打印机墨水中，真正将它们印于纸页之间。

Client / Manufacturer
Telefónica Germany / o2 Deutschland
München, DE

Design
SERVICEPLAN GERMANY / PLAN.NET GERMANY
München, DE
M. Lord, L. Holling, L. Johannsen, P. Matthiensen, P. Bondarenko, D. Steller, M. Seidler, T. Cucu, J. Bolzenius
Studio Oeding GmbH
Hamburg, DE
K. Oeding, M. Kohrs, K. Vetter, S. Kornfeld, T. Ballaschke
Spark Marketing Entertainment
Hamburg, DE
K. Heinemann, M. Bauss, P. Caruselli
Druckerei Siepmann
Hamburg, DE
Mark Siepmann, Julia Strauch


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