How Alibaba Local Life Unified Koubei and Ele.me Logos: Design Challenges and Solutions
This case study explains how Alibaba Local Life combined the Koubei and Ele.me brand marks into a cohesive logo system, detailing the design difficulties, grid standards, color palette, and practical applications that support the brand's unified visual identity across offline consumption scenarios.
Design Challenges
From the project's inception, the team decided that the Alibaba Local Life logo would not exist as an independent mark but as a combined logo integrating the "Alibaba Local Life" text with the Koubei and Ele.me logos. This premise introduced inherent complexity, making logo compatibility and visual harmony the top priorities.
Alibaba Local Life Logo
The three elements—"Alibaba Local Life" wording, the Koubei logo, and the Ele.me logo—were organically merged. During design trials, a single linear arrangement proved insufficient to satisfy the distinct business scenarios of both platforms, leading to the creation of both vertical and horizontal logo variations.
Basic Grid System
The design team standardized the spacing between icons and text in the Koubei and Ele.me logos, defining a base unit a. All element distances within the overall grid follow multiples of a, ensuring consistent alignment across applications.
Standard Colors
The brand's standard colors are derived from the three constituent brands: Alibaba, Ele.me, and Koubei. These colors are applied consistently across the logo system to maintain brand recognition.
Scene Application
The unified logo is gradually being integrated into various offline consumption touchpoints, symbolizing the first collaborative branding effort between Koubei and Ele.me. While the logo design marks a significant step, further work on marketing, communication, and brand strategy will continue to evolve the Alibaba Local Life ecosystem.
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