The appearance of the fashion brand SEC is marked by a distinctive blend of Eastern and Western aesthetics. Within the elegant design, the logo is a key element. Looking at it, either the English letters of the brand name or stylised Eastern characters come to the fore, much like contemplating an ambiguous image. Thus, a “real” positive form and a “void” negative form merge into one, comprising the tangible and the invisible in a multi-layered and decidedly oriental manner.
[Red Dot: Junior Award]
Jiaxing Junhan Clothing Co., Ltd., Jiaxing, China
Shanghai Shangde Experimental School
Lanzhou University, Lanzhou, China
(Art Direction Assistance)