TIMES is a prestigious and famous book publishing company in the field of academia and knowledge inheritance. TIMES always updates the latest trends in the industry, releasing quality and valuable books for readers. TIMES also has the mission of converging and providing knowledge to young people, helping them develop skills and raise awareness. To align with TIMES' identity and strategy, we designed a new brand identity, closely following the academic, knowledge-inheriting attributes, but still youthful and contemporary. Brand identity includes logos, slogans, colors, fonts, images and other applications. The logo is inspired by the image of an open book, expressing a desire to learn and explore. The converging straight lines not only represent the pages of a book being opened, but also suggest the meaning of converging knowledge as the company's main spirit. TIMES believes that only by sharing and connecting knowledge can we develop sustainably and successfully. Other applications of brand identity include business cards, envelopes, flyers, posters, websites, social networks and other communication channels. These applications all comply with the principle of uniformity and consistency in using logos, slogans, colors, fonts and images.