Primary Residence: A Visual Branding Design

Exploring the Relationship Between Home and the Human Condition

An identity system for a multidisciplinary brand that explores the relationship between the human condition and the meaning of home in an age of isolation, Primary Residence is a design project that stands out for its unique approach to visual branding. Designed by Tianzhen Huang, this project combines the style of the Bauhaus Movement with abstract architectural forms, resulting in a visually striking and thought-provoking design.

The inspiration for the logo design came from the Chinese character Ju, which represents living space. The designer incorporated the classic red, blue, and yellow primary colors of the Bauhaus Movement into different stories of the character, creating a visual representation of the architectural theme of the project. The Chinese brand name, Yuan Se Ju, is an artful translation of Primary Residence, with the word "primary" also meaning primary colors in Chinese.

What sets this design apart is its ability to convey the essence of home and the human condition through visual branding. The typography exploration that connects the style of the Bauhaus Movement with abstract architectural forms is a testament to the designer's creativity and innovation. The use of primary colors not only pays homage to the Bauhaus style but also adds depth and meaning to the project's messages.

The design is realized through printing on textured paper, giving the prints a tactile feel that enhances the overall experience. The technical specifications for the design are 1080px by 1080px, with a ratio of 1:1.

Primary Residence's visual design identity serves as a gateway for viewers to understand the brand and the messages it conveys. It is a testament to the power of design in capturing the essence of a concept and communicating it effectively to the audience.

The logo design process presented several challenges, including how to merge the elements and concepts from the Primary Residence type design with the brand logo. The exploration of transferring the design strategy from the Primary Residence type design to the logo took time and careful consideration. Additionally, the artful translation of the Chinese characters added another layer of complexity to the design process.

Started in July 2021 and completed in February 2022, the Primary Residence design project showcases the designer's dedication and commitment to creating a visually impactful and meaningful brand identity. The research conducted for this project aimed to find a design solution that visualizes the architectural theme of the project and explores the relationship between home and the human condition.

The Primary Residence design has been recognized for its excellence and innovation. It was awarded the Iron A' Design Award in Graphics, Illustration, and Visual Communication Design in 2022. This prestigious award is given to well-designed, practical, and innovative creations that meet professional and industrial requirements. The Primary Residence design stands out for its integration of industry best practices, competent technical characteristics, and its contribution to a better world.

Primary Residence's visual branding design, created by Tianzhen Huang, is a testament to the power of design in capturing the essence of a concept and conveying it to the audience. Through the use of typography, abstract architectural forms, and the classic primary colors of the Bauhaus Movement, this design explores the relationship between the human condition and the meaning of home in an age of isolation.

Image Credits: Evleen Huang