Corporate Identity
This page displays samples of corporate identity design and collateral items, including logos, letterheads, envelopes, business cards, flags, buttons, and others. In terms of elements of design, the logos could be classified into the following categories: (1) letter forms only, (2) letter forms with slight inclusion of graphic elements, (3) graphic elements plus letter forms, and (4) 3D objects plus letter forms. Unless otherwise indicated, all items displayed in this page are completed in Illustrator and Photoshop. For information of different styles of logos founding Greater Los Angeles and other areas of the United States, go to the research paper titled Logos and Signage in Los Angeles and Some Other American Cities (to be uploaded soon).
For any questions, please send me an email ([email protected]).
For any questions, please send me an email ([email protected]).
California State University Northridge University Improvement Corporation Logo
This logo has been designed for the University Improvement Corporation, an institution of business operation associated with California State University Northridge, in 1996,when I worked there as a full-time Graphic Artist. The logo and collateral items in this project have been originally completed in Macromedia FreeHand.
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SuniSea Product + Graphic Design Studio Logo
I created this logo in 1993, for the SuniSea COMBO Multi-functional Food Processor, which won an Honorable Mention from 1993 GoldStar (now LG, headquartered in South Korea) International Design Competition, while in the senior year of my undergraduate studies with a major in Industrial Design at California State University, Northridge. This is a typical example of a logo based on graphic elements combined with letter forms. The logo and collateral items in this project have been originally completed in Macromedia FreeHand. The logo for the ecologically friendly, multi-functional product includes two concepts: (1) the Sun that gives energy to life and creation, and (2) the Sea that connects the Five Continents (a symbol of Globalization and multi-culturalism); the red sun symbolizes the ideals of social progress, in terms of human rights, ecological justice and technological innovation; the three blue waves symbolize the three types of harmony: (1) Eco-Harmony among all living creatures, i.e., among humans and animals especially the endangered species, (2) Ethno-Harmony among all nations and races of peoples in the One World of Harmony in the Age of Globalization, and (3) Socio-Harmony among all social classes in the modern world through peaceful evolution towards a New Jerusalem as advocated by the Prophet Isaiah; the two crests of the waves suggest the East or traditional technologies and the West or modern sciences. This logo has become the trademark of my professional services.
SuniSea Products + Graphics advertising video.
Suggested Project:
Create a 3D logo that allows viewers to interpret related but different meanings from at least two different views, write a statement to explain the meaning and application of your logo, make a sketch of your design in isometric or perspective view and scan it; and if possible, make a 3D model in Maya, 3rs MAX, AutoCAD, Inventor or other 3D modeling program, shoot a screen shot and save it as a JPEG file. Email me the statement, the scanned sketch, and the screen shot, together with a short paragraph stating your request and authorization to publish it on my website’s Student Works Section, including your name and the name of your school; if you want viewers to contact you through email, please indicate so. If your work is interesting to me, I will upload it to my website.
The New Eight Banners Online Forum Logos
The Eight Banners were the administrative, military, economic and charitable organizations of the Manchu Nation, a small ethnic minority currently numbering 10.5 million in China with an unknown number of people living in South East Russia and other parts of the world. The Manchu people are descendents of a collection of different ethnic groups living in North Eastern part of China called Manchuria and today’s South Eastern part of Russia (the Outer Manchuria), including Jurchens or Nuzhen (the mainstream and backbone of the Manchu Nation), Mongolian, and Han-Chinese, the three major groups that constituted its basic genetic and cultural heritage. Over the years, the Manchus absorbed a small number of Russian, Hui Muslims, Sibe, Solon, and even Vietnamese into their rank. In 1583, Nurhaci, a chieftain of Jianzhou Left Guard, reunified Jurchen tribes, established a military system called “Eight Banners” to organized Jurchen soldiers as “Bannermen” and ordered his scholar Erdeni and minister Gagai to create a new Jurchen script (later known as Manchu script) by referencing Mongolian alphabet. By 1635, the three ethnic groups living in Manchuria were integrated into the Three Branches of the Eight Banners, the social, economic, political, military and charitable organizations that made up the Daicing Gurun (“The Nation of Vanguards” in Mongolian language); and they were renamed as the Manchus, after Mañjuśrī or “Gentle Glory” in Sanskrit, a bodhisattva associated with transcendent wisdom in Mahāyāna Buddhism, by Hong Taiji, a son of Nurhaci and Emperor of the Great Qing Empire. In 1644, Chinese rebels overthrew the Min Dynasty regime after a bloody civil war lasting more than a decade; Wu Shangui, the Commander of Ming Dynasty Garrison at Shanhaiguan Pass, a fortified border city separating Ming territory and Manchu territory, requested the Eight Banners to help suppress the rebels. Thus, the Eighth Banners came to China Proper, restored peace in China and integrated it with Tibet, Mongolia, Eastern Turkistan, Manchuria and Qinghai into a multi-cultural and multi-racial Great Qing Empire of China. In the recent three decades (since Deng Xiaoping’s implementation of “Reform and Open Door” policies), the Manchus started a revival of their traditional culture in China; and many of them immigrated to the United States, Great Britain, Canada, Australia, Sweden and other countries. The logos displayed below are associated with Manchu issues.
About the graphical elements in the Flag of the New Eight Banners Association ...
The Golden Sun with Twenty-Four Rays of Light is symbolic of the determination of the Manchus to contribute to the progress and happiness of the Mankind all over the Five Continents where the sun never sets. The Red Sky is symbolic of the red clouds in the sky at the time of sunrise. The three green waves are symbolic of the three periods of prosperity in Asia’s history brought directly or promoted behind the scene by the Manchus.
1. The founding of the first truly multi-cultural nation-state in China under the Great Qing Empire.
2. The Constitutional Reform and Self-Strengthening Movement that brought China to modernity and to a short period of genuine Western-style democratic rights and civil liberties under Constitutional Monarchy (1906-1911).
3. The endeavors to promote the great causes of social harmony, economic development, scientific and technological progress, peace and friendship among diverse national and cultural groups in China, and in international community, since the founding of the People's Republic of China, and especially in the most recent three decades of China's reform and opening up to the outside world after Deng Xiaoping became China's paramount leader.
The triangular Blue Sky and Ocean are symbolic of scientific exploration and integration with the mainstream of international community. The colors used are those of the flags of the Manchu Eight Banners (red, yellow, blue and white) and of the Chinese Green Standard Army.
1. The founding of the first truly multi-cultural nation-state in China under the Great Qing Empire.
2. The Constitutional Reform and Self-Strengthening Movement that brought China to modernity and to a short period of genuine Western-style democratic rights and civil liberties under Constitutional Monarchy (1906-1911).
3. The endeavors to promote the great causes of social harmony, economic development, scientific and technological progress, peace and friendship among diverse national and cultural groups in China, and in international community, since the founding of the People's Republic of China, and especially in the most recent three decades of China's reform and opening up to the outside world after Deng Xiaoping became China's paramount leader.
The triangular Blue Sky and Ocean are symbolic of scientific exploration and integration with the mainstream of international community. The colors used are those of the flags of the Manchu Eight Banners (red, yellow, blue and white) and of the Chinese Green Standard Army.
About Saint Thomas More ...
According to Wikipedia, the Free Encyclopedia, Saint Thomas More served as the Lord High Chancellor of the British Crown, from October 1529 to 16 May 1532, was canonized by the Popes as a Saint (1935) and "heavenly Patron of Statesmen and Politicians" (2000), declare by the Church of England as a Martyr of the Reformation, and was the author of Utopia, an interesting book that provides spiritual and humanistic inspirations for social progress in the modern world. Thomas More is among a few thinkers and philosophers acceptable to people of different or even opposing political factions, from left to right, liberal to conservatives, traditionalists to modernists, and religious to humanists.
According to Wikipedia, the Free Encyclopedia, Saint Thomas More served as the Lord High Chancellor of the British Crown, from October 1529 to 16 May 1532, was canonized by the Popes as a Saint (1935) and "heavenly Patron of Statesmen and Politicians" (2000), declare by the Church of England as a Martyr of the Reformation, and was the author of Utopia, an interesting book that provides spiritual and humanistic inspirations for social progress in the modern world. Thomas More is among a few thinkers and philosophers acceptable to people of different or even opposing political factions, from left to right, liberal to conservatives, traditionalists to modernists, and religious to humanists.
Logos for Other Non-Profit Organizations
The February 28 (1947) Incident is an armed uprising of the people of Taiwan against the totalitarian regime of Generalissimo Chiang Kai-chek's Chinese Nationalist Party. The subject was officially taboo for decades. On the anniversary of the event in 1995, Taiwanese leader Lee Teng-hui addressed the subject publicly. The event is now openly commemorated and February 28 is named as Peace Memorial Day.
Figure ID-4A3. To create the photo-realistic images of the Taiwan February 28 Peace and Reconciliation Flag, the Liquify tool from the Filters menu and the Warp tool from the Transform submenu of the Edit menu in Adobe Photoshop have been used to change the shape of the flag; next, the Lesso and Feather tools have been used to select some portions of the graphical elements, and the Brightness and Contrasts tool from the Image Adjustments submenu of the Edit menu has been used to edit the tonal values of the selected and feathered portions of the graphical elements. The Feather tool is used to avoid sharp edges between the selected and un-selected portions.
Meanings of the Graphic Elements in the Taiwan February 28 Peace and Reconciliation Flag ...
The February 28 Revolution of the Taiwanese People Commemorative Flag features prominently a golden star and the number 2.28 to represent the good fight of the Taiwanese Freedom Fighters in the February 27 Troupes of the Taiwanese People's Army, the military wing of the Taiwan People's Government established in Taizhong City during the Revolution, against the oppressive Chinese Nationalist regime, a red cross that stands for human rights and reconciliation, the green structure in the middle is the silhouette of the February 28 Peace Memorial Monument in Taipei, the provincial capital of Taiwan, the Great Wall at the base of the Memorial Monument could be interpreted as Taiwan being a fortress in the ocean for China's national defense or as the solidarity of all social groups in the traditional Taiwanese society (gentry-literati or intellectuals, peasants, workers or artisans, and business people) in their endeavors to build a multi-cultural community in the island. The ocean waves have special meanings, to be explained as follows:
The ten crests of the waves:
(1) Struggle of the Aboriginals against Dutch colonial rule, (2) expulsion of the Dutch colonialists by Ming General Zheng Chenggong, (3) struggle of the Aboriginal Taiwanese against genocidal campaigns of the regime of Ming General Zheng Chenggong, (4) emancipation of the Aboriginal Taiwanese by the Manchu-led Qing Government and the official incorporation of Taiwan as a part of Chinese territory, (5) integration of Chinese and Aboriginal communities in Taiwan under the Qing Government, (6) resistance of all Taiwanese against Japanese invasion under the Democratic State of Taiwan Government, (7) Taiwanese struggle for self-government and civil liberties in the 1920's against Japanese colonial rule, (8) the February 28 Insurrection of Taiwanese against Chinese Nationalist regime, (9) the rise of the democratic progressive movement that brought an end to the White Terror regime, and (10) the continuous struggle of the Taiwanese people to remove all traces of the White Terror and to reach a meaningful social reconciliation.
The five layers of white and blue waves:
(1) The development of Taiwan by the Aboriginal Taiwanese before the arrivals of the Dutch, Spanish colonialists and Chinese immigrants, (2) the integration of Aboriginal and European civilizations under Dutch colonial rule, (3) the integration of Chinese and Aboriginal societies under the Manchu Qing Government which promoted the development of the Taiwanese people as a special ethic group of China, (4) the integration of Taiwanese and Western civilizations under Japanese colonial rule into a capitalistic and modernized Taiwanese culture before the end of World War Two, and (5) the painful conflict and between the capitalistic and modernized Taiwanese culture, and the feudalistic Mainlander-Chinese culture imposed on the peoples of diverse ethnic groups of Taiwan by the Chinese Nationalist Party regime; the peoples of diverse ethnic groups of Taiwan today are still struggling to remove the backward and ultra-conservative elements of the Chinese Nationalist culture and to absorb the progressive and democratic elements from the international mainstream communities, so as to create a new Taiwanese culture that is compatible with the contemporary world, and with the contemporary Chinese culture in the Mainland which has been cleansed of feudalistic elements since the founding of the People's Republic of China, and especially in the recent three decades of opening to the outside world.
integration of Taiwanese culture and Mainlander culture in Taiwan since the end of World War Two.
The February 28 Revolution of the Taiwanese People Commemorative Flag features prominently a golden star and the number 2.28 to represent the good fight of the Taiwanese Freedom Fighters in the February 27 Troupes of the Taiwanese People's Army, the military wing of the Taiwan People's Government established in Taizhong City during the Revolution, against the oppressive Chinese Nationalist regime, a red cross that stands for human rights and reconciliation, the green structure in the middle is the silhouette of the February 28 Peace Memorial Monument in Taipei, the provincial capital of Taiwan, the Great Wall at the base of the Memorial Monument could be interpreted as Taiwan being a fortress in the ocean for China's national defense or as the solidarity of all social groups in the traditional Taiwanese society (gentry-literati or intellectuals, peasants, workers or artisans, and business people) in their endeavors to build a multi-cultural community in the island. The ocean waves have special meanings, to be explained as follows:
The ten crests of the waves:
(1) Struggle of the Aboriginals against Dutch colonial rule, (2) expulsion of the Dutch colonialists by Ming General Zheng Chenggong, (3) struggle of the Aboriginal Taiwanese against genocidal campaigns of the regime of Ming General Zheng Chenggong, (4) emancipation of the Aboriginal Taiwanese by the Manchu-led Qing Government and the official incorporation of Taiwan as a part of Chinese territory, (5) integration of Chinese and Aboriginal communities in Taiwan under the Qing Government, (6) resistance of all Taiwanese against Japanese invasion under the Democratic State of Taiwan Government, (7) Taiwanese struggle for self-government and civil liberties in the 1920's against Japanese colonial rule, (8) the February 28 Insurrection of Taiwanese against Chinese Nationalist regime, (9) the rise of the democratic progressive movement that brought an end to the White Terror regime, and (10) the continuous struggle of the Taiwanese people to remove all traces of the White Terror and to reach a meaningful social reconciliation.
The five layers of white and blue waves:
(1) The development of Taiwan by the Aboriginal Taiwanese before the arrivals of the Dutch, Spanish colonialists and Chinese immigrants, (2) the integration of Aboriginal and European civilizations under Dutch colonial rule, (3) the integration of Chinese and Aboriginal societies under the Manchu Qing Government which promoted the development of the Taiwanese people as a special ethic group of China, (4) the integration of Taiwanese and Western civilizations under Japanese colonial rule into a capitalistic and modernized Taiwanese culture before the end of World War Two, and (5) the painful conflict and between the capitalistic and modernized Taiwanese culture, and the feudalistic Mainlander-Chinese culture imposed on the peoples of diverse ethnic groups of Taiwan by the Chinese Nationalist Party regime; the peoples of diverse ethnic groups of Taiwan today are still struggling to remove the backward and ultra-conservative elements of the Chinese Nationalist culture and to absorb the progressive and democratic elements from the international mainstream communities, so as to create a new Taiwanese culture that is compatible with the contemporary world, and with the contemporary Chinese culture in the Mainland which has been cleansed of feudalistic elements since the founding of the People's Republic of China, and especially in the recent three decades of opening to the outside world.
integration of Taiwanese culture and Mainlander culture in Taiwan since the end of World War Two.
Los Angeles Eco-Village is a residential community promoting an ecologically-sustainable lifestyle, founded by social activist Lois Arkins and managed by CRSP (Corporative Resource Service Project).
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Samuel Beckett (13 April 1906 – 22 December 1989) was an Irish avant-garde novelist, playwright, theatre director, and poet.
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Figure ID-5A. The four practical steps for creating a logo in Illustrator: (1) make a “loose” but quick pencil sketch to record the design concept, do not worry about precision of lines or details (left); (2) carefully draw the contour of the logo over the loose sketch (middle); (3) use color markers to fill in colors in the different parts of the logo, and evaluate the effectiveness of the logo (right);and (4), scan the sketch, place the image into Illustrator file, lock the scanned image, and use drawing tools to trace over the image and create the logo in Illustrator.
Logos for Ethnic Restaurants and Arts and Crafts Stores
Logos for Entertainment Industry
Logos for Solar Energy Business and Organizations
Logo for Blondette Secretarial Services
Logos for Community College Visual Arts and Music Programs
Logo for EnjoyLife Botanical Supplies chain stores
Logo for United States and China Trade Peace
In this logo project, signed of U.S dollar and Chinese Renminbi Yuan, "approximately equal" math symbol and peace sign have been merged into the TradePeace sign, to express the idea that a trade peace can be achieved between the United States and China on the basis of mutual benefit and relative trade balance, an achievable goal.
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Reference Books
- Alina Wheeler, Designing Brand Identity: An Essential Guide for the Whole Branding Team (4th Edition), ISBN 978-1-118-09920-9 (Edward Locke's Note: This book could be used as a supplementary textbook for a college-level beginning and intermediate graphic design courses; it has been selected as a textbook for the Art 038B (Intermediate Graphic Design) course at Pasadena City College).
- Daniel Donnelly, 999 Logo Design Elements: 999 Design Components You Can Use to Create Logos, ISBN 978-1-59253-683-2
- John Drew and Sarah Meyer, Color Management for Logos: A Comprehensive Guide for Graphic Designers, ISBN 978-2-940361-14-4
- Henry Dreyfuss, Symbol Sourcebook: An Authoritative Guide to International Graphic Symbols, ISBN 0-442-21806-0
- Kevin Budelmann, Yang Kim and Curt Wozniak, Brand Identity Essentials: 100 Principles for Designing Logos and Building Brands, ISBN 978-1-59253-578-1, PCC Call Number NC 1002 .L63 B83 2010 (Edward Locke's Note: This book is a great handbook for commercial arts and could be used as a supplementary textbook for a college-level beginning and intermediate graphic design courses).
- Michael Hodgson, Recycling & Redesigning Logos: A Designer's Guide to Refreshing & Rethinking Design, ISBN 978-1-59253-611-5, PCC Call Number NC 1002 .63 H63 2010 (Edward Locke's Note: This book offers some useful information on logo design strategy).
- Xiuming Cai, VI SYSTEM - Visual Identification System: Chinese-English, ISBN 978-7-5381-6047-5
Recommended YouTube Videos: Logo and Brand Design
Edward Locke's SuniSea Studio
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