XYG Window
A brand identity that fuses Chinese calligraphy and modernism graphics
Scope: Visual Communication, Brand Identity, Motion Graphics, User Interface Design
Tools: Cinema 4D, Adobe After Effect, Illustrator, Photoshop, Adobe XD
Recognition: Core77 Design Awards 2022
Project Implementation: https://www.xygstudio.com/ (Software Engineer: Yuchen Zhang)
Overview
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Inspiration
Fusing elements of traditional Chinese culture with modernity, the design was inspired by ancient Chinese literati seal font and the window designs of Suzhou's classical gardens. True to form, the corresponding logo, tangible products, and the studio's website home page serve as a window through which prospective clients can see XYG Studio's design style.
Visual Identity Design
The visual identity emerged from a simple, yet unique, geometric form, and is a nod to both classicism and modern simplicity. By deconstructing my name (Xinyue Guo) into strokes and reconstructing them using seal script font, the design embodies elements of classical aesthetics. At the same time, by simplifying the traditional seal, the end result is unapologetically modern – providing a wealth of possibilities to continue developing the interface and interaction design for XYG Studio's entire website.
The brand identity was refined with grids and the Fibonacci sequence
Interface & Interaction Design
For the visual interaction design, we leveraged both the positive and negative space (i.e., yin and yang in Oriental culture) that remained to create the website's navigation buttons.
Notably, when users land on the studio's home page, they can view the origin story behind the brand's visual identity, see it unfold, and use the navigation buttons formed by the natural yin and yang spaces to explore the website. In this way, I hope that visitors can immerse themselves in China's rich cultural heritage – which is at the cornerstone of XYG Studio.
Tangible Design
Based on our design, we developed a series of tangible products (e.g., bloodstone seal, eco bags, business cards, and promotional items)
