GO WORK: A Unique IT Startup-Themed Café

Designing a Logo that Reflects Professionalism and Optimism

This IT startup-themed coffee shop stands out from others by highlighting its customers' professional characteristics. The logo design, with its adorable puppy character, captures the essence of the cafe's target audience. The logo can be composed of different elements, allowing for flexibility and unity in style. The puppy character gives people a positive and optimistic impression, always exuding enthusiasm and never giving up.

The logo design is mainly used for card printing, goods packaging, advertising, membership badges, and gift stickers. It is designed to be versatile and adaptable to different sizes, with the basic size being 100x100mm. The logo can be enlarged or reduced by 25% increments, such as 25%, 50%, 100%, and 200%, allowing for its use in various derivative products.

The color system of the logo follows the PANTONE Coated Color Reference, with colors such as 90C, 732C, 377C, 382C, 032C, 1815C, 100C, 729C, 346C, 339C, black, and white. The font used is Pro Myriad, adding a touch of professionalism to the design.

GO WORK's logo not only serves as a visual recognition for the coffee shop but also plays a crucial role in creating a sense of belonging and community among its members. The logo aims to give people an open, active, and friendly impression, encouraging them to introduce their friends to join the community. By sharing their experiences and connections, more and more friends will gather together under the logo's image.

The project to design GO WORK started in August 2016 in Shanghai. Extensive research was conducted to understand the target audience, which mainly consists of entrepreneurs in the IT industry. The design team investigated the staff information of various companies, including their gender, hobbies, and educational backgrounds, in order to create a design that reflects their image and identity. The choice of a puppy as the logo's central character was based on its universal appeal and the Chinese transliteration of "GO WORK" meaning "doghouse," which resonates with the chaotic nature of office life.

The biggest challenge faced during the design process was persuading customers to accept a puppy as the coffee shop's image, instead of using traditional coffee beans or cups. In China, customers tend to follow conservative design strategies and imitate successful cases in the market. However, the designer's goal was to discover and create new ideas, leading customers to embrace modern and innovative designs.

GO WORK's logo design has been recognized for its creativity and practicality. It was awarded the Iron A' Design Award in 2017 in the Graphics, Illustration, and Visual Communication Design category. This award is given to well-designed, practical, and innovative creations that meet professional and industrial requirements. The logo's integration of industry best practices and competent technical characteristics contributes to a better world.