EDISON FANG WORKSHOP2019

Brand Identity · 2019

Shin Shung Optical

Liner notes

A new point of view.

Brand Identity

PRIMARY IDENTITY

An optical identity built around two connected forms. The open frame suggests a way of seeing; a restrained wordmark and quiet colour palette carry it from portraiture to everyday objects.

01 / Identity

Two forms. One point of view.

A classical serif wordmark sits beside the original symbol. Optical and 新象驗光所 share a quiet secondary line, holding the bilingual identity together across every scale.

02 / 13 · IDENTITY SYSTEM

02 / Symbol structure

A closer look at the mark.

Two open contours and a set of horizontal strokes form the symbol. Seen separately, each part reveals its role in the whole.

SS / SYMBOL STRUCTURESHIN SHUNG OPTICAL

01The complete symbol

02Two open contours

Distinct openings and curves meet at the centre.

03Horizontal strokes

Short bars enter the contours and extend the horizontal rhythm.

03 / 13 · SYMBOL STRUCTURE

FOCUS / 01

From form to focus.

The open contour becomes a field of repeated forms. Shifts between sharpness and blur introduce the focus sequence that follows.

Nine open rings alternating between clarity and defocus — 04 / 13 · Clarity and defocus

05 / 13 · MOTION IDENTITY

03 / Colour system

A quiet spectrum.

Charcoal and warm white form the foundation. Iron grey carries the identity onto paper; lens green gives the second campaign portrait a quiet depth.

CHARCOAL

HEX #252622

R 37 G 38 B 34

IRON GREY

HEX #4C5155

R 76 G 81 B 85

LENS GREEN

HEX #33463D

R 51 G 70 B 61

WARM WHITE

HEX #F5F3ED

R 245 G 243 B 237

06 / 13 · COLOUR RECORD

04 / Image direction

Eyewear as an expression of character.

One campaign, two treatments: sculptural black frames in monochrome, followed by fine silver frames in deep lens green. Light and focus shift; the direct, quiet presence remains.

Monochrome fashion portrait of a blonde woman in sculptural black cat-eye frames against architectural shadows — 07 / 13 · MONOCHROME / CAMPAIGN PORTRAIT

Fashion portrait of a blonde woman in fine silver oval optical frames and charcoal tailoring against a deep lens-green backdrop, with the Shin Shung signature below — 08 / 13 · Lens green · campaign portrait

05 / Everyday objects

Less on the surface. More in the details.

The symbol stands alone on a compact iron-grey carrier, with the complete signature on its side. Warm paper, a charcoal case and tightly arranged stationery carry the same identity into the hand.

01Carry

A compact carrier with the symbol on the front and the full signature on the side.

Compact iron-grey bags with the symbol on the front and the signature on the side — 09 / 13 · CARRIER BAGS

02Keep in touch

Business and care-record cards share a paper palette, with room for the information each needs.

Iron-grey and ivory business cards with sample contact details — 10 / 13 · BUSINESS CARDS

Front and back of the eyewear care record card — 11 / 13 · CARE RECORD

03Daily care

A charcoal case and warm-white cloth bring the identity into an everyday ritual.

Charcoal case and ivory cleaning cloth with understated signatures — 12 / 13 · CASE & CLOTH

Shin Shung storefront signage with its bilingual signature — 13 / 13 · Storefront signage