Revolutionizing Brand Identity: The Sxdesign Story

Unveiling the Unique Design Philosophy and Execution of Sxdesign

Sxdesign, a design studio based in China, derives its name from the Chinese term "ShangXiang", a concept from "Yi Chuan". The brand's core philosophy revolves around building the significance of daily life through the observation, extraction, abstraction, and reorganization of phenomena. This philosophy is reflected in the brand's logo, which is designed to stimulate imagination about language, thereby expressing the brand's culture and building a connection between the logo and the Chinese name.

What sets the Sxdesign logo apart is its ability to morph into its traditional Chinese name, creating a dynamic link between history and future. The corner graphics, reminiscent of quotation marks, lend an imaginary meaning to the rectangles in the logo. This design not only ensures symmetry but also implies a citation, markup, or modification of human language and thoughts. It signifies the brand's commitment to creating and valuing the language and ideas of clients and users.

The realization of the Sxdesign logo is a testament to the brand's meticulous attention to detail. Every aspect of the logo follows a 1:1.414 ratio, lending it a compact and composed look. In the left and right direction, the circle slightly protrudes from the rectangle to compensate for visual deviation. The logo can be printed on various sizes and materials, and can also morph into its classical style Chinese name through motion graphics.

The design project, which spanned from November 2021 to January 2022, was carried out in Beijing, China. The brand's research revealed that similar elements can evoke familiar experiences in the human brain. The symbol similar to quotation marks, and the visual framework similar to citation, remind people of related experiences with language. Sxdesign uses this brand image to express its importance to information and its desire to create significance for the world through design, similar to how people use language to build meaning.

The main challenge faced by the Sxdesign team was to convey the profound and abstract Chinese name and core concept of the brand through a simple and modern logo. The team also wanted to emphasize the connection between tradition and modernity. To overcome this challenge, the designers decided to use collective memories of human languages to convey the brand's opinion. The result was a design that not only achieved symmetry but also implied a citation, markup, or modification of human language and thoughts.

For its innovative and creative approach to design, Sxdesign was awarded Silver in the A' Graphics, Illustration and Visual Communication Design Award in 2022. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that demonstrate outstanding expertise and innovation. Sxdesign's design, admired for its strong technical characteristics and splendid artistic skill, showcases a remarkable level of excellence and introduces positive feelings, amazement, and wonder.