Logo & Brand Identity System
Branding/Typography
The primary logotype emerges from a deep exploration of Chinese calligraphic principles reinterpreted through contemporary design sensibilities. By employing negative space and fluid strokes characteristic of traditional brush work, the design achieves a striking visual presence that speaks to both Eastern and Western audiences. The coordinates "27°51'3"N" subtly anchored beneath the logo add a layer of geographic significance, rooting the brand in its physical origin while suggesting global reach.
The identity system splits into two distinct yet harmonious expressions:
- The main line logo embodies the brand's avant-garde philosophy, supporting collections that feature experimental silhouettes and innovative puffer jacket designs
- The LIFELINE sub-brand identity maintains the core design DNA while adapting it for the ready-to-wear line, appearing on clothing tags, hoodie prints, and accessible merchandise
Technical execution included:
- Development of a comprehensive grid system that maintains consistency across applications
- Creation of adaptable logo variations for different scales and contexts
- Design of accompanying graphic elements including a distinctive ghost motif that became a brand signature
- Implementation of a versatile color system using bold reds and sophisticated neutrals
This project exemplifies strategic brand architecture at work - creating distinct visual languages for different market segments while maintaining a cohesive brand narrative. The success of this identity system is evidenced by its feature in HYPEBEAST, where it helped frame the brand's "PROVENANCE" collection narrative about wonder and possibility.
The system's versatility has proven essential in supporting the brand's dual-market approach, from high-end runway presentations to streetwear applications, while maintaining the integrity of the designer's vision across all touchpoints.