He He Logo

He He Logo

He He Logo is an innovative visual identity design that exemplifies the harmonious fusion of Eastern and Western cultural aesthetics through sophisticated typographic manipulation and symbolic representation. Created by designers Chao Yang, Jianhua Dong, and Shuyue Xiang, this brand identity system masterfully integrates the Chinese character he with the Western ampersand symbol, both conveying the concept of unity and integration. The design, which garnered recognition with a Bronze A' Design Award in the Graphics, Illustration and Visual Communication Design category, demonstrates exceptional versatility in its application across various media and packaging formats. The logo's distinctive approach lies in its ability to incorporate cultural and artistic elements from both Eastern and Western traditions through creative graphic treatments, resulting in a unified visual language that transcends cultural boundaries. Developed between April and November 2020 in Hangzhou, this agricultural brand identity project successfully addresses the challenge of creating a contemporary visual system that maintains cultural authenticity while achieving international appeal. The design's flexible scaling capabilities and thoughtful integration of traditional elements with modern design principles make it particularly effective for agricultural product branding, where it serves to elevate the perception of local products in the global marketplace. The visual communication system represents a significant achievement in cross-cultural design, offering a sophisticated solution that bridges traditional agricultural commerce with contemporary artistic expression.

visual identity design, cultural fusion, typographic innovation, brand identity system, agricultural branding, cross-cultural design

— Adam Dawson