016 - GCFX Brand Design & Development

Keyword: Relevance

Brand Story, Brand Core Value, Brand Positioning, Brand Vision, Brand Mission are some of the keywords and tasks that we need to aware of or accomplish when building a brand. Designers often find it very hard to apply to the real design aspect while the answer from those keywords can be very abstract, especially applying all the findings into logo design.

Sometimes when we want to build up the connection between the branding and product, it does not necessarily need to start from a brand vision, mission or core value. We can start designing the product itself to reverse engineer the branding. We can design for the way people behave, find out a common pattern and try to apply back as the brand elements.

In the GCFX project, we started from the user interface. Exploring ways that people would behave in money transfer, how they consume information. Then we realize that the two overlap circle in the user interface can become the mark of the logo. All of a sudden everything makes sense and things work perfectly together.

As creative professionals, we should always remind ourselves that we are not aiming for a definite answer at the beginning. All those answers are just the aid for the discovery process, keep iterating. The more you tried, the higher the chance you can create great work.

By Kevin Hon Chi Hang on 2020/01/15

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