Design Focused

As part of the brand refresh for CANNON DESIGN, an esteemed American architectural firm with a legacy of nearly 70 years and 15 offices across the United States, Canada, China, and India, a comprehensive transformation was undertaken. This encompassed a logo redesign, a revamp of stationery, and a strategic reassessment and update of the corporate vision and mission statements. To guide this significant image overhaul, a company brand manual and manifesto book were also published.

Throughout this revitalization process, the Shanghai team played a pivotal role, acting as the firm's innovative think-tank studio. Their expertise and insights were instrumental in shaping the direction and creative approach of the project, bringing fresh perspectives to the table.

The aim of this comprehensive endeavor was to invigorate the firm's image, ensuring it remains relevant and forward-thinking in the dynamic field of architecture. By embracing change and harnessing the collective talent and global presence of CANNON DESIGN, the brand refresh sets the stage for a new era of growth and success.

Favicon / Chinese New Year Card
In addition to designing the new logo, we also created a unique favicon that aligns seamlessly with the brand's refreshed identity.

The timing of the rebranding project coincided serendipitously with the Chinese New Year of the Snakes. Recognizing this auspicious occasion, we seized the perfect opportunity to introduce the new logo and visual identity (VI) by distributing company Chinese New Year cards.

Business Cards / Stationery
The city names are thoughtfully arranged in a city string and treated with UV coating, serving as more than just a list of locations. Rather, they function as an artistic texture or pattern that harmonizes with the overall design aesthetic. The intention is not to merely showcase the number of offices the firm has worldwide, but to create a visual representation of the firm's core philosophy: SFMO (Single Firm, Multiple Offices).

In each card, the city name associated with a particular office is prominently highlighted in red. This deliberate choice of color serves as a visual cue, indicating the location of that specific office within the global network.

Whether it's letterheads, business cards, envelopes, or any other stationery item, the inclusion of UV-coated city names unifies the overall design language, providing a cohesive and distinctive identity that resonates with clients and partners alike.

Brand Book
The Brand Book serves as a comprehensive guide, combining elements of both a manual and a manifesto. It is designed with a clear purpose: to provide instructions on effectively utilizing brand elements while also outlining the brand's aspirations.

The manual section of the Brand Book is divided into three categories: hard, medium, and soft content. Hard items, such as the logo, are fixed and should remain unchanged to maintain consistency. Medium items offer more adaptability based on specific circumstances, while still adhering to a unified graphic standard, such as proposals. Soft items, such as presentations, allow for greater flexibility, but we provide valuable suggestions on how to ensure graphical clarity and alignment with the brand's vision.

This organization ensures that users of the Brand Book can navigate between the fixed and adaptable elements, understanding the importance of maintaining a consistent visual identity while allowing for flexibility when necessary. By striking the right balance between clear guidelines and creative freedom, the Brand Book empowers individuals to effectively communicate the brand's message while upholding its overarching vision.