Brand space design consists of six deliverables: facade and elevation, floor plan and circulation, signage system, lighting and color, soft furnishings, and materials and extensions. The goal is not a style but consistency: all six must use the same graphic, color, typography, and material language as your VI. Miss one, and the space will feel disconnected from your brand.
Facade and elevation: three hard metrics for first-glance recognition
The facade is the most expensive square meter in brand space design—and the easiest place to drift from your VI. The criteria are straightforward: Is the logo scaled according to VI proportions? Does the main color have a corresponding material color code? Is the specified VI font used? In Guangzhou, facade design fees run about RMB 8,000–20,000 per project, with fabrication and installation billed separately: illuminated letters at RMB 1,200–2,500 per square meter, and precision stainless steel letters at RMB 800–1,500 per square meter.
- Proportion: The logo height on the facade should be at least one-sixth of the total elevation height; smaller and it blurs from a distance.
- Color code: The VI primary color must be translated into a material swatch (e.g., baking paint, fluorocarbon coating, acrylic)—never hand a RGB value to the contractor to match.
- Nighttime visibility: Choose either 6000–8000K cool white or 3000K warm white for illuminated letters, lock it to brand tone, and don’t mix.
Write these three into the construction briefing document, and your facade won’t end up looking like “another company.”
Floor plan and signage: using VI fonts and graphics to simplify
Circulation determines whether customers walk in and linger; signage determines whether they find their way. In brand space design, these are usually drawn together. In Guangzhou, design fees are about RMB 80–200 per square meter, with a project timeline of 15–25 working days for spaces under 300 square meters.
- Main circulation width: Retail and F&B main aisles at least 1.2 meters, secondary aisles at least 0.9 meters; hotel lobby main passages at least 2.4 meters.
- Signage legibility distance: Estimate letter height as 1/200 of viewing distance—at 5 meters, letters should be at least 25 mm tall.
- VI consistency: Use only the VI icon system and specified fonts for signage; do not invent new arrows or graphics on site—improvisation leads to inconsistency.
Choose signage materials by durability: indoor acrylic with UV printing, outdoor 304 stainless steel or aluminum with baking paint. In Guangzhou’s humid climate, indoor wooden signage needs edge sealing and moisture-proof treatment.
Lighting, color, and soft furnishings: translating VI colors into materials
VI provides screen colors; spaces need material colors. Brand space design must perform a color translation: which paint, fabric, or metal corresponds to the primary color, and how much area the secondary color covers. A typical ratio is 30–40% primary color on visible surfaces, 20–30% secondary, and the rest neutral.
- Color temperature: 3000K for retail and hotel lobbies, 4000K for offices and showrooms; no more than two color temperatures in one space.
- Illuminance: 300–500 lux for key display areas, 150–200 lux for circulation, 100–150 lux for hotel room entrances.
- Soft furnishing consistency: The shape language of furniture, fabrics, and planters should align with the VI graphic style—rounded with rounded, angular with angular.
In Guangzhou, mid-range hotel and commercial soft furnishings cost about RMB 300–800 per square meter, including furniture, lighting, fabrics, and decorative items, excluding custom artwork.
VI consistency: a checklist you can apply directly
After brand space design is complete, go through this checklist item by item; all five must pass for true implementation.
- Graphics: Do all graphics in the space come from the VI graphic library, or were any created on site?
- Typography: Are the facade, signage, menus, and directional signs all using the specified VI font family?
- Color: Does the primary/secondary color area ratio fall within the 30/20 range, and are material swatches archived?
- Materials: Are the surface finishes of metal, wood, and acrylic consistent with brand tone, without conflicting mixes?
- Extensions: Are uniforms, cups, paper goods, and room cards updated simultaneously to avoid a new space with old materials?
This approach is especially evident in hotel projects. See Anpu Hotel · High-end Series, where naming and application systems are integrated—facade, signage, and soft furnishings share one language instead of being done separately.
Timelines and price ranges: actual levels in Guangzhou
Brand space design is tiered by project type; below are common ranges in Guangzhou for comparison.
| Project type | Design fee range | Timeline | Deliverable depth |
|---|---|---|---|
| Small store (under 100 m²) | RMB 15,000–40,000 | 10–15 working days | Facade + floor plan + basic signage |
| Standard store (100–300 m²) | RMB 40,000–100,000 | 15–25 working days | Includes circulation, signage, soft furnishing list |
| Hotel/commercial space (over 300 m²) | From RMB 100,000–300,000 | 30–60 working days | Full-discipline coordination + application extensions |
Quotes below the lower bound usually mean only renderings, no construction briefing—leading to higher costs later. For full service scope, see the Spatial Design page.
In short, brand space design includes six items: facade, circulation, signage, lighting and color, soft furnishings, and material extensions—each must trace back to the VI. Clarify the scope, and quotes and timelines become comparable.
If your project is stuck at “the space looks good but doesn’t feel like our brand,” or you’re unsure which item to start with, run a self-check against the checklist above. For a systematic review, visit the Spatial Design service page or call 400-6619-020 to discuss your project scope.
Frequently asked questions
Does brand space design include construction?
Usually not. Brand space design delivers design schemes, construction drawings, and a bill of materials; construction is contracted separately by the client. A few firms offer design-build, but they should list design and construction fees separately. Ask for itemized pricing before signing to avoid being locked into construction by a low design fee.
Can space design and VI design be handled by two different firms?
Yes, but consistency is at risk. If VI is done first, the space designer must receive the VI manual’s graphics, fonts, and color swatches as source files. If the order is reversed, VI must back-derive color swatches from the materials already specified for the space. We recommend one firm coordinating, or at least having the space designer involved during the VI phase.
How much does store space design cost in Guangzhou?
For a standard store of 100–300 square meters, design fees are about RMB 40,000–100,000, with a timeline of 15–25 working days. This covers facade, circulation, signage system, and soft furnishing list. Facade-only design runs about RMB 8,000–20,000. Fabrication and construction are additional, typically 3–8 times the design fee.
Brand space design includes six deliverables: facade, circulation, signage, lighting and color, soft furnishings, and material extensions—each must be grounded in your VI. Clear scope makes quotes and timelines comparable.
If your project feels visually appealing but off-brand, or you’re unsure where to start, use the checklist above for a self-audit. For a systematic review, visit our Spatial Design service page or call +86-400-6619-020 to discuss your project scope.