LIYONG WONG 黄力扬
+60 11 2605 1820
INSTAGRAM
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.
Logo Design
Logo Design/Typography
The logo emerges from a deep exploration of Chinese calligraphic principles, particularly the dynamic balance of positive and negative space characteristic of traditional brush strokes. By interpreting these elements through a contemporary lens, the design achieves a striking visual presence that speaks to both Eastern and Western audiences. The deliberate strokes reflect the precision of modern typography while preserving the fluid energy of hand-drawn characters.
Technical execution involved engineering precise vector paths that capture the spontaneous energy of traditional Chinese brush strokes, developing a custom grid system that harmonizes calligraphic proportions with modern typographic principles, and implementing refined corner treatments that reference both digital precision and traditional brush techniques. The result is a versatile mark that maintains its integrity across multiple scales and applications.
This project exemplifies my ability to create sophisticated visual solutions that honor cultural heritage while meeting contemporary design requirements. It showcases the valuable perspective I bring to design challenges through my multicultural background and technical expertise in both Eastern and Western typography.
with Ash Thorp &
Carlos Colorsponge
Poster Design/Typography
The design system I created includes:
- A series of collector-quality art prints featuring architectural studies and automotive renderings
- Limited edition poster designs that maintain the technical precision of the original 3D work
- Graphic t-shirt designs that translate complex CGI elements into wearable merchandise
- Typography treatments merging blackletter aesthetics with modern technical sensibilities
My role focused on:
- Adapting high-end CGI artwork for print production specifications
- Developing a cohesive visual language for merchandise that appeals to both automotive and design enthusiasts
- Creating print-ready files that preserve the detailed qualities of the digital renders
- Implementing a systematic approach to merchandising that aligns with their existing brand
This project demonstrates my ability to translate complex digital artwork into commercial applications while maintaining the premium quality standards expected by an established artist collective's audience. The resulting merchandise collection successfully bridges the gap between digital art and physical products, creating desirable collectibles for their global fanbase..