JDcom is the new name of the famous Chinese online retailer, which was established as 360Buy. Headquartered in Beijing, JD.com, through its subsidiaries, operates as an e-commerce company and retail infrastructure service provider in China. It operates in two segments: JD Mall and New Businesses. The largest shareholder of the company is Tencent Investment Holding, which owns 20% of the company. Today JD.com has over 300 million active users.
JDcom is a platform with a very wide and rich product catalog. The company offers household appliances; cell phones and other digital products; desktop computers, laptops, and printers and other office equipment; furniture and household goods; clothing; cosmetics, personal care, and pet supplies; women’s fashion items and luxury goods; men’s shoes, sports equipment, and fitness equipment; cars and accessories, and many many more.
It also provides gifts, flowers, and plants; nutritional supplements; books, e-books, music, movies, and other media products; and virtual goods such as online travel agencies, attraction tickets, and prepaid phone and game cards, and consumer electronic products.
In addition, the company offers an online marketplace for third-party merchants to sell products to customers; and transaction processing and billing, value-added fulfillment, and other services.
Though it is mostly known as an online mall, JDcom also provides online marketing services for suppliers, merchants, and other partners; logistics services for various industries; consumer financing services for individual customers; and supply chain financing services for suppliers and merchants. In addition, the company offers online-offline solutions for customers and retailers, as well as online payments and customized payment and customer service options.
All this extensive portfolio puts strong boundaries for how the logo of the platform should look like, as with this variety of goods and services, offered by JDcom, it is really important not to overweight and complicate the whole idea, though still, the main thing is recognizability.
Considering all of the above, the brand has created the visual identity concept we all can see today. It is a red, white, and black composition, formed by three elements — the wordmark in English, the wordmark in Chinese, and a fancy three-dimensional emblem, depicting a happy smiling white dog.
The JDcom logo can be more often seen in the following variants: red inscription and gradient white dog with black accents on a white background, or the white dog above the white wordmark on a solid red background. Sometimes the Chinese logotype is being removed from the badge.
The JDcom logotype in the uppercase is executed in a clean and neat modern sans-serif typeface, which is pretty close to such fonts as Ace Sans Bold, VVDS Praliner Medium, and Ben Beckman Medium, although with some of the lines modified.
The red, white, and black color palette is classic. The badge executed in these three colors can perfectly accompany any category of goods, any shade of the background or packaging, without being lost and unnoticed.