Branding – then and now
Rebranding is always a challenging task for both clients and brand consultants. From the clients’ point of view, they fear that redesigning their logo will cost them existing customers, especially if the new logo is very different from the original logo. In my experience, persuading the client to take the first step towards change is a challenge.
Waking the Inner Soul
Body Awakening is a premium, food-based supplement company founded in 2012. The former logo is decent and minimal, but forgettable. In the current market, flooded by competitors, the former logo did not stand out. My mission in designing the new logo was not only to make the logo “pop” but also to make the logo instantly recognisable. How many times have you looked for a product by its logo or how the packaging looks? The current logo stands out in a crowd. I used only geometric shapes to compose the logo; the outer circle implies protecting our bodies, and the inner circle implies the mind and soul connection to the body. In the logo text, I used two tick symbols to create a “W.” Most people recognize check marks as positive, so the check marks suggest that this company and product is good for your overall health.
A Simple Digital Map
My relationship with Mappa System Ltd. Started in 2005. They provide Information Technology (IT) services and solutions, mainly in GPRS mapping systems. Established in 1996, the old logo was outdated and not stylish anymore, so we did a makeover. The current logo combines the initial “M” and a digital fold-map. I used Tech Blue as the primary colour with orange as an accent that draws consumers’ attention.
Women’s organizations in Hong Kong that strive for gender equality. The new logo using the character E as a focus point, like wide open arms embracing each other.
The Scent of Baking
Bake Dishes specialises in healthy, non-processed baked food. The former logo conveyed the restaurant name, New Forest Restaurant, and their signature colours. In the new logo, one can literally see the silhouette of a “baked dish,” and the signature colours with the orange “aroma” as a focal point. I also integrated a tree and the distinct branch-like Chinese characters. The simple, strong logo is directly relevant to New Forest Restaurant.
Gentlemen with Collars
Collar Seasons started their made-to-measure shirt and suit shop in 1996. From the perspective of two decades ago, the logo is elegant and classy. For this modern world, where we are assaulted by visual stimuli every day, Collar Seasons needed to update their logo. The concept is straight forward emphasizing a collar in their logo. Consumers have no question what kind of company Collar Seasons is with the new logo. I simply utilised the double “L” similarity to a shirt and placed a collar on top. The logo is elegant, and the provided services organically create a pleasing visual.
My Perspective on Logo Developments
All logos should have stories behind them. When I develop a logo, the first question I ask myself is “What product or service elements can I incorporate?” The next question is “How can I keep the logo simple, sleek, and include an elemental object?” Creating an attractive and meaningful logo is always a challenge, but with my 18 years of graphic- and logo-development experience, I welcome and overcome challenges. As an artist, I view logo creation as an artistic puzzle that I need to solve by amalgamating specific elements into an attractive graphic.
I’m happy to share my 20 years of logo development with brief explanations. My explanations may help you understand how artists create logos.
C + Coffee cup + Porter filter + Shield
Caffair is a coffee machine importer. The logo combines the C-shape (Caffair, coffee, cup) and a shield. The shield reinforces the strong, durable products for which Caffair is known. The negative space is in a way an optical illusion because one can discern both a coffee tool and full coffee cup. The muted orange and yellow colours complement the brown and focus on the coffee tool and cup shape.
GP + Butterfly + Knot
Gordon Parenting is an education centre that provides parenting advice. The logo is composed of a butterfly and a knot, which represent the freedom of learning and the family bond respectively. Two simple colours, pink and blue, suggest the foundational bond between mother and father.
Teeth + Star
Smile Centre is a teeth-whitening clinic in the heart of the Hong Kong’s Central District. The logo is comprised of three stars, using the negative space to suggest white teeth. Stars, like the check marks I used in Body Awakening, are a universally positive symbol; the stars also convey a pure, white smile with sparkling teeth and total customer satisfaction.
A + Arrow + Pyramid
Arbitrage is a real estate agency in Athens. The logo integrates an arrow and pyramid. The upward-pointing arrow implies fast growth and upward mobility; the pyramid with its strong, wide base conveys trust and dependability, which are two essential elements to a property agency’s brand.
M + Digital Fold Map
Mappa is an Information Technology (IT) Service and Solutions company that focuses on GPRS mapping. The logo is simple and sleek. An “M” is visible within a digital fold map.
S + Ancient coins
Sinocap is a funding investment company in Hong Kong. The logo not only has the “S” shape but also two intertwined ancient Chinese coins, which are thought to bring good fortune.
Map pointers + Chinese character “Long” (長)
Landmark Riverside is a joint-venture residential development located in Chongqing’s Central. The colourful logo uses two map points to compose the Chinese character for “Long.” The message in this logo is Landmark Riverside’s wide-service scope and “long” history as a trustworthy company.
C + R + Building Blocks
Complete Revamp is an interior renovation company in Australia. You can see how the image reinforces the text and vice versa. Building blocks in the shapes of a “C” and “R” are a natural correlation for a renovation company.
Logo showcase videos
Since some of my clients and potential clients are curious about how my logo-design process works, from conceptual ideas to a finished product, I created two videos explaining and illustrating my process with previous logos. These videos depict my creative philosophy and methodology.
Logo Showreels vol.1
Logo Showreel Vol.2
Brand development for Collar Seasons
The Britcham Annual Ball
Cilione – a brand development for bakeware company.
Luxury brochure for Pernod Ricard elite club
Arbitrage logo development
Kookavale wine label design
Business card design for Jeppe Hein
Shida Casha bar and restaurant
Gift card design for Standard a chartered
Logo revamp project: New Forest Restaurant
Brand development for Caffair
The Landmark Mandarin Oriental Hotel gift box design
Brand development for Mappa System Ltd.
I’m Alan Lee, a senior art director based in Hong Kong. My portfolio is an eclectic mix of national and international clients from all around the world, creating logos and brand identities for companies of all sizes. Having worked on several international design projects since 2004, I’ve gained an in-depth understanding of global design concepts.
As a senior art director
Since year 2015, I partnered with X2 Creative Ltd, positioned as Senior Art Director, oversee the creative of 3 designers and 2-6 freelancers. My duty is to maintain the overall artwork quality, as well as communicate with account and project team, make sure the balance between clients and the work loads.
Managing team and my own workload is always the biggest challenge to me. When team is in full house, I’m always get the job done myself even something not supposed to be done by me. But this is the way to maintain the workload balance, even though things are overwhelming sometimes.
39th Creativity Annual Awards – Sliver
Category: Business Card
42th Creativity International Awards – Gold
Communicator Award 2013
International Design Awards 10 – Second Prize
Category: Sportwear – Professional / Men
2017 Kam Fan Awards – Silver
Category: Design Single – Consumer Product Design
Will come with 3 options in the initial set of layouts and take 7 to 10 working days to get the first layout set. I provide unlimited revisions because from my experience, 5 to 8 revisions are necessary the make the logo perfect. Stationery-set designs, like business cards, letterheads, and envelopes are optional.
Branding guideline development
This is 3-Tier Scale Branding Guideline:
- Simple Guideline – Comes with logo structure, exclusive zone, colour palette, and font.
- Standard Guideline – Comes with two parts: basic logo structure and a logo applications’ mock-up like stationery set.
- Complete Guideline – Comes with 3 elements: basic logo structure; logo applications with mock-up stationery and 3D packaging; and an online applications mock-up
I would love to hear from you. I am open to any opportunity and welcome challenges. I am interested in various positions: freelancing, partnership, and permanent staff. I am confident that my work is quality because I have never had a dissatisfied client. How can that be possible? I work with clients until they are 100% satisfied.
12A, Wing Cheong Comm. Building,
19-25 Jervois Street, Central
+852 9777 1550