When the client first came to me, I was really excited to take on their rebranding into a "luxury" type brand. This meant I got to work with my fashion-forward aesthetics to design a new logo.
I was not too familiar with the club itself, and I could find absolutely no information about this so-called elite club, so how was I to go about to design a logo for a club I knew nothing about? All the requirements I got was to make the brand look "elitist."
Knowing how Chinese people love their luxury brands, I decided to research into them to see what really made those logos stand apart from other normal brands. I realized a good percentage of them plays with the arrangements of double letters to form their logos. Some good examples are: Chanel, Fendi, and Givenchy.
Members of the club needed to be able to sport their brand like it was the indication of their so-called "high status." That's right, in GenZ terms, they wanted to be the "Gucci Gang." While this is very much a Hollywood type culture, in China, it seems quite the norm to be in an organization or company that would show off one's status.