Corporate Identity

RELATIVITY

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This purist corporate design deals with Einstein’s theory of relativity and is inspired by Chinese philosopher Lao Tzu. The main visual element is made up of a number of punched-out circles in different sizes. This visually corresponds to the Far Eastern philosophy that we can only make use of something when we embrace it as nothingness. In order to represent the reciprocity of substance and emptiness consistently, the design does without any kind of illustrations, relying instead on the impact of production techniques such as punching and embossing. A monochrome colour concept has been applied to create high contrasts or harmonious colour gradients.

Credits
  • Client:
    Asia University, Taichung
  • Design:
    Wu Ting-Hsuan, Shen Yi-Ni, Ku Chin-Sheng, Hsieh Wei-Kuo
  • art direction:
    Kuo Yu-Ling, Wu Hsiao-Ling