A Fingerprint in its narrow sense is an impression left by the friction ridges of a human finger. Fingerprints follow us our entire lives. Each little smudge singles us out as distinct individuals among billions of other human beings. In other word, all of us are unique in a way.
Derrick Li Hua’s brand identity was created to communicate and inspire people through unique ideas and execution inspired by nature’s fingerprint. The brand had created a solution based on an experimental self-custom type, fused with a distinctive fingerprint mark that could use later as a standalone icon to symbolize the brand itself.