Chinese traditional literati painting is a comprehensive aesthetic art that integrates poem, calligraphy, painting, and seal. The perfect integration is where the essence of the national culture lies. Seal, as one important part, combines the features from calligraphy, font design, and crafts and contains deep cultural deposits as well as artistic value. Inspired by this cultural background, I started this project to make the logo and identity design.

By deconstructing the form of the Chinese characters in my name, I reorganized the strokes following the style of the traditional seals to get the preliminary logo design. I eliminated the complicated elements from the ancient works to integrate the intangible cultural heritage with the modern simplicity. 

With the simple but unique geometric form, the logo shows the features and the style of XYG Studio.

After finishing the logo design, I carved the design on a bloodstone with hand tools and used it to make stamp print. For the color of the print, I chose two typical traditional Chinese colors which are Gangqing (Steel Blue, R20, G35, B52) and Zaohong (Purplish Red, R124, G24, B35).

    

     

The brand identity design proceeded from the logo design. As XYG Studio focuses on creative design, I designed related promotional products such as postcards and leave behinds as well as web pages and printed portfolios based on the photos of my previous works and the logo design. 

Take advantage of the "YIN" and "YANG" of the space in the seal to innovate the user experience.