TUIJING

This visual identity system, tailored for the brand TUIJING, embodies the brand’s spirit of continuous breakthrough and rebirth through distinctive Eastern aesthetics. The name TUIJING originates from the Buddhist philosophy of ‘Tui Fan Jing’ that refers to transcending beyond mediocrity through trials and challenges, perfectly encapsulating the brand’s core values—pursuit of excellence and continuous development. The design team has employed a modern visual language to transform the profound cultural essence into a brand narrative of ‘spirit cultivation-boundary transcendence-self reshaping’.
The logo, centered on the Chinese character for ‘TUI’, cleverly integrates flame & phoenix motifs typical of traditional bronze ware to highlight the brand concept of rebirth through suffering and transcendence beyond mediocrity. Notably, the logo deliberately sheds the conventional approach which utilizes English to simplify the design process. Instead, it ingeniously reconstructs the Chinese character, not only ensuring high recognizability but also showcasing unique poetic Eastern aesthetics to embody cultural confidence. The specially designed color palette—including porcelain white symbolizing pure creativity, gold representing premium quality, and black conveying rigorous rationality—leads to a high-class yet restrained visual aesthetic. Furthermore, the design team has taken ‘Chong Shan’ (layered mountains) from the philosophy of ‘Yue Chong Shan, Tui Fan Jing’ (surmounting layered mountains and transcending beyond mediocrity) as the super symbol: the fluid, undulating mountain silhouette gives a strong 3D effect and creates a poetic atmosphere, reflecting the brand’s great foresight and its relentless pursuit of pushing beyond limits.
The visual identity system encompasses basic elements like the logo, fonts, colors, and supporting graphics, while also extending to applications such as business cards and PowerPoint templates. Through the meticulous systematic design, it ensures a consistent, professional brand image across various media.