The identity consists of a logo, a primary and secondary typeface, a colour palette, and additional graphic elements. Background research included detailed inquiries into the history and variety of visual symbols in Chinese culture and into the aesthetic components of Asian American identity. I also drew inspiration from the visual identities of Asian American businesses and drew inspiration from the signs, posters, and banners of Chinatowns in Vancouver and San Francisco. I wanted the branding for Mei Mei to remind the viewer of traditional elements of Chinese visual culture while still being bright, modern, and fun.
Concept
Design