Yesheng Art & Design Center – Brand Identity

2019

Formed by a group of designers and instructors, Yesheng Art & Design Center is an elite educational institution in China mainland dedicating to provide professional tutoring on art and design disciplines. Yesheng is a Chinese word that stands for "wild" and "vigorous". Their tagline Ye-Man-Sheng-Zhang (which means vigorously growth)  is not only a summary of the brand's personality but also the expectation of their students. 

The brand visual system originates from a single-pixel—the fundamental elements of art and design creation. The logomark is evolved from the shape of Chinese characters Yesheng （野生）. Adapt to the brand's personality, the pixels can be flexibly added, moved,  combined, and constructed into graphics to represent the brand's identity and structure mass information. The brand typeface constructs from pixel-like uppercase letters and sans serif lowercase letters. It appears to be the words are transforming in progress and give a feeling of "growth" between lines and paragraphs.

Dynamic Identification

In this era of information explosion and fierce competition, using "dynamic identification" to build a distinctive brand image has become a core competency for organizations, including educational institutions. The design of dynamic logos is not merely about achieving visual impact; it fundamentally helps brands translate their core concepts into intuitive and compelling forms, thereby highlighting the brand's value and uniqueness. Since the introduction of a dynamic logo by the MIT Media Lab in 2011, many renowned institutions have adopted similar dynamic expression methods.

在这个信息爆炸、百家争鸣的时代，运用「动态识别」来构建与众不同的品牌形象已成为企业包括学校建设中的核心竞争力。动态LOGO的设计并非单纯追求视觉上的震撼效果，其本质在于帮助品牌将核心理念转化为直观且富有感染力的形式，以此凸显品牌自身的价值和特色。从2011年麻省理工学院媒体实验室推出的动态标志开始，已经有很多知名院校采用类似的动态表达方式。

Brand Identification