CHAPTER 02 · CASE STUDY · LOGO POSTERS

A whole brand on one poster.

For each brand I designed the logo and put its whole identity on a single poster: how the mark is built, its colours, its typefaces and how it looks in use. Here are eight of them, from the companies I worked at in Taipei and from other brands.

8 BRANDS

2021–2022

EN + 中文

DELIVERABLE

8 logo & identity guideline posters

FROM MY ROLES

Keyjoy · Aqua Omega · LEXFUN

LANGUAGES

6 of 8 in Traditional Chinese + English

DATED

2021–2022

IN NUMBERS

BRANDS

one guideline poster each

6/8

BILINGUAL

Traditional Chinese and English type

FROM MY DAY JOBS

Keyjoy, Aqua Omega and LEXFUN (2011–2024)

THE SET · 8 POSTERS

All eight, up close.

KEY JOY International corporate identity poster: red and navy K monogram on a construction grid, minimum-size lockups, four tone variants, Pantone and CMYK chips, bilingual type specimen

02 · STARTUP-⁠TW · V2-⁠1 · JUNE 2022

Startup-tw 創業基地

Mosaic-block mark in six lockups, service-line elements and a Chinese-led type system.

03 · ELUN FITNESS LIFE · V2.2 · 2022

elun Fitness Life

Script wordmark, round Fitness badge, slogan lockups, Pantone colours and four tone tiles.

04 · PLAYINN · LOGO STRATEGY · MAY 2021

PLAYinn 愛玩客

Youth-hostel mark with a yellow i-dot, assembly grid, marketing uses, colours and type.

05 · AQUA OMEGA · LOGO DESIGN

AQUA OMEGA

Water-drop mark on a construction grid, company story, six lockups and a drop-shaped palette.

06 · CATTUSS · BRAND VISUAL OUTLOOK

Cattuss®

Retro brand mark, Gourmet and Hygiene sub-brands, typefaces and a five-colour palette.

07 · LEXFUN · BRAND IDENTITY V2 · APR 2022

LEXFUN

Hexagon-cube symbol, slogan lockups, hex colour bar and a bilingual brand story.

08 · HAWKIN · VISUAL ASSETS GUIDELINE

HAWKIN Technology

Italic i emblem, logo specs, a navy-and-yellow Pantone system and Eurostile type.

“

FROM THE NOTES

The layout stays the same from poster to poster; the personality changes.

NOTE 01 / 04

What goes on each poster

Each poster answers the questions a printer, a web developer or a salesperson would ask. How is the logo built, and how small can it print? Which lockup fits a wide banner and which fits a square icon? What are the exact colour values in Pantone, CMYK, RGB and HEX? Which typefaces go with it? And, where it helps, how does the brand look in use?

POSTER 04

POSTER 08

NOTE 02 / 04

Brands from my day jobs

Three of the eight come from my brand, product and design roles in Taipei. KEY JOY’s corporate identity poster shows its K monogram in four tones. AQUA OMEGA sells minerals drawn from the deep sea off the Taitung coast, so its mark is a single water drop. LEXFUN pairs a hexagon-cube symbol with the line “Think outside the box.”

POSTER 01

POSTER 05

POSTER 07

NOTE 03 / 04

Same format, different characters

The layout stays the same from poster to poster; the personality changes. elun Fitness Life got a hand-lettered yellow script and a round Fitness badge, now on version 2.2. Cattuss®, a pet brand with the line “Nurture the purrfect bond,” went retro, with its own sub-brands for cat food and grooming: Cattuss Gourmet and Cattuss Hygiene.

POSTER 03

POSTER 06

NOTE 04 / 04

Chinese and English, side by side

Six of the eight posters pair a Traditional Chinese typeface with a Latin one, and the Startup-tw sheet is written almost entirely in Chinese. Startup-tw helps new companies with workspace, registration, tax and marketing; its mark stacks rounded blocks beside the wordmark. Setting both scripts at the same weight in one lockup takes care, because Chinese characters are square and dense and Latin letters are not.

POSTER 02

SOURCES & LINKS

Go deeper.

View my résumé on LinkedIn ↗

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Cattuss, a brand in ten pages.

A ten-page brand book for a retro-chic pet brand.

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All eight, up close.

All eight, up close.

All eight, up close.

KEY JOY International