CAAM Identity

This project began with the design of the symbol and stationery system. The symbol is based on the Chinese character Zhong that literally means, “center”. Regardless of what Asian language one speaks, the pictogram itself is an abstract illustration representing of the concept of “center”. The arcs of type and repeated arcs in the graphic elements add brevity to the look & feel and alludes to the intersection of old and new, east and west, traditional and contemporary etcetera.

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Click on an image to view samples.