How 58’s Brand Design Language Upgrade Boosted Consistency and Efficiency

Clear Focus

The fast‑changing internet landscape and near‑real‑time market feedback require designers to be agile and efficient. As an essential part of 58’s brand language upgrade, we conducted a full exploratory design for the operations layer, strengthening design consistency across business lines to convey a clearer, more layered, younger, and more precise brand perception.

01 – Process Overview

We used a brand‑identification prism to solve complex brand‑recognition problems. The workflow includes:

Designers from each business line encode collected brand cases into numeric coordinates.

From high‑overlap areas we extract brand keywords, style, and tone, combined with market survey analysis to define differentiated positioning.

These positioning strategies are then applied to the visual identity.

Brand Keywords

By analyzing user attributes—social behavior, habits, and data—we identify core brand keywords that guide creative concepts and design strategies.

Brand Prism Diagram

02 – Design Goals

The upgrade aims to convey three core points to users:

Consistent experience across all touchpoints.

Efficient service for small‑to‑medium operational activities.

Younger, vibrant brand personality.

Brand Colors

Brand colors are the most direct way users perceive a brand. To convey a “younger” concept we retained the familiar “58” palette while adjusting tones and adding new accent colors based on extensive mood‑board research.

Brand Symbol

The symbol represents the company’s services (second‑hand cars, recruitment, classifieds, real estate) and is derived from everyday objects, refined through addition or subtraction to match product needs.

Brand Typography

We selected the Chinese font "Fangzheng LanTingHei" as the brand typeface, ensuring consistent weight and size across applications to create a cohesive visual identity.

Layout Standards

Clear, hierarchical layout rules improve information delivery and user experience. Standardized templates for common operational assets help maintain visual consistency while reducing design time.

03 – Summary

Each project’s redesign requires repeated communication with designers across business lines, clear goals, user research, and a strategic design approach. The 58 visual language upgrade demonstrates a systematic process and methods that can be applied to future projects, enhancing efficiency and brand consistency.