The task at hand was to create the corporate identity for one company and its subsidiaries. The number one goal was to create a cohesive brand and style that could be carried throughout all aspects of a parent company, as well as at least three different offshoots. Another major goal was to effectively and seamlessly apply the branding design to a wide array of assets, such as advertisements, web, stationery, and more.

Once I had decided on the type of business I wanted to brand, my creative process began with oodles of brainstorming in my sketchbook. I was constantly jotting down ideas, both with words and with sketches. I started with the main logo, which is an abstract and geometric reference to a lantern. Roughly 100 different variations of this logo were created in the beginning, each with slightly different styles, orientations, line breaks, and line weights, finally choosing one logo with the perfect balance. From there, the subsidiary logos were created in the image of the main logo. After that, all other assets were created to match the established brand. This process included gathering inspiration, assessing what does and doesn't work in existing businesses like this one, and constantly writing and sketching ideas before digitizing concepts.

I was successful in accomplishing my goal with this project. The five logos can be easily recognized as a set. The main logo features three geometric shapes, while the subsidiaries each feature two. All created assets relate to one another, with no break in flow from one business to another. The design is consistent throughout all areas and uses very similar elements and styles across multiple platforms.