Yuk Choy: A Branding Design for Yuk Choy High School

A Gift to Alma Mater by 1983ASIA

Yuk Choy High School, founded in 1908, has a rich history and is known for its focus on holistic development. In 2015, the school received a special gift from 1983ASIA, a branding design project that aimed to honor the alma mater and create a unique brand identity.

The inspiration for the design came from black and white photos of the school's early days. These photos, capturing the headmaster standing on an empty plot of land that would soon become classrooms, symbolized the journey of the students who walked out of those classrooms to chase their dreams. The photos became the foundation for the design, which incorporated a representation of the Chinese plum blossom badge, signifying the start of a new story.

The uniqueness of the Yuk Choy branding design lies in its ability to differentiate the school from others and establish a strong brand temperament. The strategic thinking behind the design considers the future development of the brand, ensuring that it will hold a unique value in the years to come. With over a hundred years of collective memory, Yuk Choy High School's story becomes an integral part of its charm.

The realization of the design involved a meticulous process. 1983ASIA chose to emphasize the brand name rather than a word mark, making it shorter and easier to remember. Through hand-painted techniques, scanning, and digital modifications using software like Photoshop and Illustrator, the design team created a concise and modern text that is both visually appealing and easy to read.

The design specifications included specialty paper printing and stamping techniques, adding a touch of elegance and sophistication to the final product.

This branding design project was a collaborative effort between 1983ASIA and Yuk Choy High School. It was carried out as a free public welfare project, driven by the shared wish of the alumni to give back to their alma mater. The principals and teachers of the school also supported and contributed to the project.

The Yuk Choy branding design not only represents the spirit of Nanyang Chinese brave defending their mother tongue in a foreign land but also embodies the emotional ties to the past and future. It serves as a reminder of the school's legacy and the aspirations of its students.

The design was awarded the Iron A' Design Award in 2016, recognizing its well-designed, practical, and innovative nature. This prestigious award is given to creations that meet professional and industrial requirements, integrating industry best practices and competent technical characteristics. The Yuk Choy branding design brings fulfillment and positive feelings, contributing to a better world.