Logo Branding

Corporate Identity

The logo branding project by Lawrens Tan showcases a unique and contemporary design for the arts association WAAA in China. The logo aims to create a network in the music and art industry, providing a platform for artistes to share their insights and collaborate. With a focus on simplicity and graphic elements, the logo utilizes silhouettes to represent different genres of the arts, from music to dance, and from performing arts to culture. The combination of the music notes and a dancer brings out a contemporary and timeless feel, while the gold texture adds a touch of premium elegance.

To achieve the gold texture, the designer used a stock image of a gold leaf, creating a hot stamp effect that can be replicated across various media, including interactive and digital platforms. The logo is recommended to be sized at 5cm x 5cm, with testing done at a reduced proportion of 2cm x 2cm to ensure it remains visually appealing even when scaled down.

The logo design presents an assembly of simple yet classy icons, depicting the silhouette of a male and female artiste, along with a dancer gracefully moving to the music on the arts horizon. The design captures the essence of the arts scene and the collaborative spirit of the association.

This project, led by Lawrens Tan as the Creative Director, was completed between January 2014 and March 2014, and has been used in both Singapore and China. Overcoming the challenge of creating cohesive and distinct silhouettes was a key aspect of the design process.

The logo branding for WAAA has been recognized for its excellence and innovation. It was awarded the Iron A' Design Award in 2015 in the Graphics, Illustration, and Visual Communication Design category. This prestigious award is given to designs that meet professional and industrial requirements, integrating industry best practices and demonstrating competent technical characteristics.