Cidih: A Unique Brand Identity Design

Creating Positive and Negative Shapes to Reflect Inclusivity and Innovation

Cidih, an educational and scientific research base jointly built by Tsinghua University and Politecnico di Milano in Milan, Italy, required a brand identity that would accurately represent its inclusive and international nature. Designer Peng Wang took on the challenge and created a unique brand identity design that would reflect the founding purpose of Cidih.

The inspiration for this design came from the exploration of positive and negative shapes between different letters. Peng Wang wondered if it was possible to create a font that could express two letters through positive and negative shapes and how to make this contingency more meaningful in the design. The goal was to match the brand tone while maintaining identifiability, even with a complex design.

The result is a brand identity that utilizes positive and negative shapes to symbolize the harmonious unity of theory and practice, as well as the inclusiveness of Cidih as an international platform. The positive and negative shapes of the letters C and D represent the connection between different elements, while the semicircle in the middle symbolizes the rising sun and the ignition and transmission of the fire of design innovation. The letter H symbolizes the hub, with its negative shape reflecting the connection of international design innovation resources with Cidih as the center.

This unique positive and negative font design has been applied to all contents of the organization, from printed materials to digital signage, websites, screens, cut sheets, and acrylic. It provides a consistent and visually striking representation of Cidih's brand identity.

One of the main challenges of this project was expressing the broad and abstract concepts of Cidih's brand concept in the design. The use of positive and negative shapes allowed the designer to rationalize the contingency and turn it into a necessary design element. This method not only helps Cidih explain its brand concept but also reduces ink waste in printers.

The Cidih brand identity design was started in November 2020 and put into operation in May 2021. It has been widely used throughout Cidih's space, website, and products, providing a cohesive and visually impactful representation of the organization's values and purpose.

This exceptional design was recognized with the Iron A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2023. The award acknowledges well-designed, practical, and innovative creations that meet professional and industrial requirements. The positive reception of this design highlights its integration of industry best practices and competent technical characteristics, contributing to a better world.