This is an identity design for the Banyan Lake from Guilin, China, which I passed by everyday on my way to school when I was a child. The memories of those old school days have since been a blur, but the lake has stayed in my memory like an old book waiting to be found and dusted.
The identity is meant to capture the essence of the lake—how it is surrounded by banyan trees that drip down their roots all the way to the ground—with a hint of mystery and dreaminess.
The identity system includes the lettermark, business card, and lettermark. It also includes two versions of pictoral portraits designed to further capture the nostalgic and memory like qualities of the Banyan lake, reflecting how it is now remembered.
Branding Design, 2019
To rebrand the late, I dug out the materials that contributed to the lake's identity, from the banyan trees where it got its name, to its biggest tourist attractions and services.
After a wide range of sketches, I narrowed down the concepts to the banyan tree, reflection, bridges, abstract shapes and gradients.
The logomark incorporates the form of the dripping roots of the banyan tree, its reflection, and gradients of colors from the lake.
I picked Iowan Old Style to express the classic and poetic quality while retaining legibility even in small sizes for functional stationery adaptations.
Extending from the previous formal explorations, I constructed a pictorial portrait to advertise the dreamy quality of Banyan Lake.