04 Design Style
DESIGN STYLE
Storytelling
34
Storytelling
At MEXC, we intend to tell stories of two kinds:
Product-lead expressions
that focuses on platform capabilities and functional features, requiring an informative, precise, and rigorous style aimed at enhancing professionalism and credibility.
Brand-lead expressions
that involves anything relating to the
brand, strongly associated with brand stories & our tone of voice.
Informative
Inspirational
Professional
Progressive
Real
Virtual
DESIGN STYLE
3D Graphics
35
3D Graphics
36
Principles
3D graphics are an important part of brand communication. To ensure high design quality and brand consistency, please follow the design principles:
High Quality
Refined texture, high-definition visuals, and a sense of sophistication.
Straightforward
Graphics should be straight to the point and abstraction is to be avoided.
Focus
The blue color is used for elements that needs to be emphasized and highlighted, allowing important information to be immediately recognizable.
Simplicity
Emphasis on clean shapes, restrained decorative elements, uncluttered visuals, and minimal visual noise.
37
Materials
The 3D materials at MEXC are metal and glass, showing a high-quality, delicate texture through the combination of silver-gray metal and blue glass.
When designing 3D graphics, please strictly follow the guidelines of materials to ensure brand consistency.
38
Usage of Glass
At MEXC,the blue color serves to highlight, complement the main content, and focus attention in the image. Blue glass is used on items that need to be emphasized, bringing out the most important information in the scene. Blue should avoid applying to non-essential decorative elements.
The sky blue light in the grass stands for infinite opportunities in MEXC.The proportion of sky blue should be kept under 10%, avoiding large gradients that complicate the image.
39
Painting Format
Visual applications are categorized into 3 format: large, medium, and small.
The visual richness and number of elements vary across different frame sizes. Large frames can convey more detailed storytelling and it is recommended to use brand graphics to establish brand connections. Due to the frame size, small format should not contain more than 3 elements, and items should be simplified as much as possible, prioritizing clarity over detail.
40
Brand Graphics
DESIGN STYLE
3D Graphics
41
Character Guidelines
At MEXC,you can use numbers or symbols as 3D graphics, where the number type must use the Barlow font, and the symbols specifically refer to specially designed functional visual symbols. The thickness of the 3D graphics should not exceed 10% of the height.
The thickness is 10% of the height.
DESIGN STYLE
3D Graphics
42
Misuses
As a rule of thumb, stay away from the following
examples that show the incorrect usage
of 3D graphics.
DESIGN STYLE
Iconography
43
Iconography
Size:24px
bonus
Stroke size:2px
44
Icon
45
Photography
46
Principles
47
Image Style
48
Brand Identity
Visuals may incorporate MEXC Blue to reinforce brand association. Maintain a predominantly neutral palette, using the brand color selectively to highlight key information.
49
Portrait
As a global platform, MEXC reflects diversity across professions, ethnicities, regions, and cultures, while conveying confidence, professionalism, and a positive mindset. Portrait photography should maintain a strong sense of authenticity. Appearance, styling, posture, and gestures must align with the subject’s role or profession, ensuring the image communicates clear and accurate information.
50
Misuses
Here’s a look at the kind of images that do not sit well with our brand tonality. Avoid elements that introduce unnecessary complexity, distraction, or inconsistency.These are to be avoided strictly.
Absence of any hero color
Avoid overly dramatic or unnatural facial expressions.
Avoid overly artistic or distracting visual environments.
Avoid exaggerated studio lighting
Too many colours vying for attention
Avoid duotone treatment
Avoid trendy filters or distorted proportions.
Abstract / unrecognisable
51
Video
52
Principles
Similar to illustration, our video content is of two forms: product-lead and brand-lead. The principles guiding our photography and illustrations hold true for our videos, too.
Logic
Prioritize logic over visual effects. Every transition must serve a clear purpose, ensuring users understand what happens and why.
Continuity
Maintain seamless visual flow and rhythm with natural transitions. Avoid abrupt cuts, fragmentation, or disjointed editing.
Rhythm
Controlled rhythm over dramatic beats. Steady and predictable, designed for comprehension, not stimulation.
Video
53
Storytelling
Video storytelling should adhere to core brand principles while flexibly adapting its narrative focus across two types:
Product-lead
Emphasize accuracy, professionalism, and real, relatable stories to clearly communicate product value and functionality.
Brand-lead
Focus on brand concepts and imaginative, fictional universes to build emotional resonance and a distinctive narrative identity.
Video content should prioritize efficient communication, ensuring clarity and directness. Avoid prolonged build-ups or unnecessary emotional setup. The core message should be introduced early. The overall pacing should remain tight and logically structured, enabling users to grasp key information quickly rather than waiting for it to unfold.
Video
54
Visuals
Storyboard visuals in videos must strictly follow illustration and photography guidelines to ensure consistent brand recognition.
Video content should prioritize accurate information and adhere to the MEXC Blue usage: blue highlights, emphasizes, and supports key information.
Video
55
Typography in Motion
Text animation should serve information delivery, ensuring readability and accurate communication of meaning.
Avoid effects that hinder readability or fragment information, such as rotation, bouncing, or scattered effects. Avoid using animation effects that conflict with the intended message.
Video
56
Sound & Audio
As an audiovisual medium, sound is an essential component.
Music
Supports visuals, has rhythmic dynamics, avoids clutter or distraction, and flows naturally.
Sound Effects
Enhance immersion and highlight key actions or environments, giving the video a refined, tactile quality and avoiding a flat or dry experience.
Video
57
Misuses
Here are watchouts to keep in mind, when you are creating video content.
MEXC BRAND
Menu