Positioned as a world tour of inspiration, Jetlag books is a bookstore in Beijing Sanlitun core commercial district that focuses on lifestyle, travel, art and design. Jetlag is a combination of words that are not visually "neat", and J, t, l and g extend different negative spaces longitudinally up and down, so we take advantage of this feature to fully stretch these letters to divide different sections neatly, symbolizing different time zones, and arrange the circles of e, a, and g into a rising curve, symbolizing the height of the sun in different time zones. We integrate this rule into all of the title words in the brand system, where the height and width of the words are full of time and rhythm changes, and the lines stretched lengthwise look like bound edges and pages. In terms of color, we choose the gray color to match with three "sky colors" of different time periods. There is a glimmer of retro aesthetic in the cultural sense. Different from the traditional way of copying and pasting logo into different materials, the relationship between the stripe feeling of jetlag and the dot, line and surface will naturally form a pattern. Logo is always used to extend the application in a multi-dimensional and dynamic way through the whole picture, so that the brand identification of all materials is stronger but not boring.