SONG

SONG is a brand visual identity design for "Shi Song," a comprehensive restaurant with cultural and upscale characteristics. In the logo design, the designer has treated the two Chinese characters "Shi" and "Song" differently, using different calligraphic strokes to create visual contrast and embellishment. Additionally, the Pinyin for "Song" is added below the characters, aiding people from different countries in understanding the meaning of the brand and enhancing the overall composition with a sense of depth. The logo design, as the subject of visual design, incorporates elements from traditional Chinese culture such as calligraphy, paper-cutting (window flowers), and seals. This composition style reflects the aesthetics of Eastern design, expressing the inheritance and continuation of traditional values and establishing a connection between the brand and culture. These elements evoke memories and emotions in the audience, generating positive feelings and strengthening the emotional connection between the brand and its audience. Additionally, the design also incorporates modern geometric composition, making the composition more scientifically sound and achieving a fusion and unity of modernity and tradition. Based on the coastal culture, the designer extracted elements of the beach and ocean waves as auxiliary compositional elements. The auxiliary logo forms a diverse visual system and is applied to cultural and creative products. The flowing rhythm of the lines expresses a relaxed atmosphere and a sense of sophistication. The blue and green "ocean wave" lines not only align with the imagery of waves but also add richness and depth to the overall effect, enhancing the design's holistic aesthetics with a unique touch. The colors of the logo is a combination of Chinese red and Huaxia gold. Chinese red is a symbol of traditional Chinese culture and represents the passionate flame that inspires the national sentiment of the Chinese people. Huaxia gold represents honor, nobility, as well as the accumulation, maturity, and legend of the Chinese nation. The auxiliary graphic of "ocean waves" features predominantly blue and green colors, perfectly capturing the essence of the sea and complementing the overall composition.