Identity

Beautiful identity created by Onion Design

The Concept

“Yii” (易) – pronounced as the letter E – Taking from the classic text “I-Ching”(易經) (Wade-Giles) or “Yì JÄ«ng”, also known as the Book of Changes, Classic of Changes. The logo mark design as requested by creative director Gijs Bakker (co-founder of Droog Design) – need to be very simple and not looking too “logo”. We decided that a pure minimal typographic approach would work. We selected Avant Garde extra light for its geometrical simplicity. We modified the strokes and spacing as a subtly reference to a Trigram figure marking from the bāguà  (八卦) symbol;  mimicking one of the eight possible trigrams , “☶” (The solid line represents yang, the creative principle. The open line represents yin, the receptive principle, more commonly known in the west as the yin-yang)

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