支付宝认为，2018年由于移动支付的普及而成为了“码商”崛起的元年。“天下码商”是支付宝对使用二维码收钱的线下商家的新称谓。
我们为天下码商设计了品牌视觉形象系统和logo motion。设计以正方形排列的“天下码商”中文为视觉主体.在中文“码”字中置入了抽象的二维码符号，同时在四方名称外加入了扫码代表性的四个蓝色边角框，以直观传递品牌属性。在视觉延展应用中，加入了支付宝品牌二维码扫描时的线性网格和渐变蓝色，以强化其与母品牌的视觉关联度。
Alipay believes that 2018 has become the mark year of the rise of "code merchants" due to the popularization of mobile payments. "My-Merchant of Alipay" is the new name for offline merchants that use QR codes to get payment.
We design the branding visual system and logo motion. The design use square-arranged the name of Chinese character as the core visual. An abstract two-dimensional code symbol is placed in the Chinese word "code", and four blue corner boxes representing the scan code are added to the quartet name to intuitively convey brand attributes. In the visual extension, the linear grid and gradient blue when scanning the Alipay brand QR code were added to strengthen its visual relevance to the parent brand.
