We are
the
Rhoads
Organic Nature
Agency
November
Role
Art Direction
Date
Jan 2016
单弹 (“Dan Tan”), as its name suggests, is a one-man-show. It is a music composing service that exclusively uses the musical instrument, the Chinese Zither (also more famously known as the 古箏/”Gu Zheng”). The branding is designed to celebrate the Chinese heritage of the instrument, while overthrowing the stereotype that Chinese Orchestra is only intended for the older generation.
Branding · Art Direction · Creative Direction
2017
Designing the Logo – The Process
We wanted to stay authentic to the Chinese roots of the instrument, to reflect that in the visual identity. Initial logo options incorporated Chinese and musical elements, with most of it primarily designed in Chinese characters.
However, while not shying away from its traditional roots, the branding was designed with a minimalistic and modern approach to appeal to the younger audience.
