DAVID JINHO YANG ABOUT  TEXTURE OF MANHATTAN
 WHAT’S KiKi?
 DIFFERENT SPECIES
 THE LAST CRYSTAL
 VOICES OF ESSEX MARKET
 MEDITATION ON MOVEMENT


 UNCANNY CLOSET


 NOT AI GENERATED
3D DESIGN

THE TRANSVERSAL
PHOTOGRAPHY
VIDEOGRAPHY
 PRODUCT DESIGN
GRAPHIC DESIGN



   NYC






Different Species

Brand Identity Development | Typography & Logo Design

Different Species is an exploration into post-human future where human excel physical/mental/spiritual limitations through merging human and machine consciousness. The concept of the brand was inspired by Zen Buddhism with visual elements inspired by Japanese Enso Circle that illustrates cyclic nature of life and harmony. 


Project Supervision: Jesse Seegers
Course: Hybrid Visual Identity (Unofficial name: "How To Design a Cult")
Brand Designer: Jinho Yang
Project Duration: 8 weeks






Brand Development Pipeline

  1. Brand Deck Study - ASICS (collaboration with Marc Andre Lam)
  2. Elements Study - Moodboard, Typography, Graphic Mark, Word Mark
  3. Brand Brainstorming
  4. Refinement
  5. Prototyping & Iteration
  6. Brand Deck Design



WHO WE AREDifferent Species are group of scientists, artists, and anthropologists and civillians who aim to craft human excellence through merging machine and human consciousness.

VISION
  1. We envision a future where humans and machines harmoniously coexist.
  2. We envision a future where humans have total control over machines.
  3. We envision a future where human achieve Perfect Consciousness.


    SLOGANTOWARD PERFECT CONSCIOUSNESS



    The development of Different Species are executed through 3 phases of Integration, Evolution and Transcendence. Each phase requires high precision of technology as well as quality check to ensure the achievement of “Perfect Consciousness.”



    PHASE I. INTEGRATION
    Integrating machine consciousness into human biology requires a high level of precision in surgical procedures and state-of-the-art biotechnology. It is the culmination of years on innovation and countless hours of research. It marks the first step toward becoming a different species.


    PHASE II. EVOLUTION
    When human physicality is merged with that of the machine, it requires years of training and adaptation to achieve optimal performance. It is similar to learning how to use a new tool, liek a computer. During this phase, one undergoes an identity crisis and the confusion that accompanies newfound power. It is a phase in which one experiences constant regression followed by spurts of growth.


    PHASE III. TRANSCENDENCE
    The awakened and evolved being of a different species exhibits traits that far exceed the ordinary level in physical, mental, and spiritual capabilities. At this state, one has achieved true "Perfect Consciousness," a state of pure excellence. Ironically, one resorts back to its original identity but with optimized performance.






    Creating a Cult - Initial Brand Statement
    Different Species is a cult comprised of scientists, engineers, anthropologists, designers, and much more who are interested in designing high-performing androids who are 

    Through the research and engineering, Different Species want to prove that the different species are not the one we are trying to build or find, but humanity themselves. It’s an enlightening initiative to discover ourselves through exploring new horizons.


    Brand Moodboard


    My first moodbaord comprised of sci-fi, futuristic themed photos and illustration that had similar transluscent, grandient aesthetic. I started with collecting reference images from the internet to get inspiration for the visuals. The images above have retro-futuristic aesthetic that juxtaposes monotone finishes with vibrant hues of orange, iridescent, and pastels colors to create a sharp and immersive sentiment. While I wanted the futuristic feeling to carry on with my brand, I wanted to simplify the colors and ultimately bring the retro vibe.




    Initial Concept Statement


    Initially, I was designing a cult that was focused on outerspace exploration that invovled communicating with alient species. However, I shifted my brand trajectory toward creation of species by human themselves to highlight on the topic of consciousness.



    Inspiration



    I drew inspiration from Japanse Zen Buddhism, particularly from the visuals of the Enso Circle that represents the enlightenemt nand the cyclic nature of life. As a big fan of Kazimir Malevich and suprematism and the simple yet bold visual identity, some of Malevich’s work also offered me insights into making something bold out of simple geomtry.




    Brand Guideline Draft 1




    For the first draft, I experimented with colors, typography options, and graphic marks that would later inform my final decisions. 





    Draft 2





    Second draft allowed me to dive deeper into the graphic mark and narrow down options for typography.


    Typography Study

    Typography was an important element when it came to brand identity of Different Species. I have gathered some typography candidates which did not make it to the final design, but nevertheless stood out.

    The first thing that came to mind when I saw this typeface was Apple’s McIntosh ad of 1984. The Serif typeface has a classics feeling that is so versatile that I think it could be used in lyrics video, ad, and many other cases. I also love the grounded feeling and vintage vibe. Overall, I think this typeface is best used for quotes and to deliver some important words with deep meaning and significance as it exudes trust, authenticity, and loyalty.





    This Absolution typeface stood out because of its simplicity but the small details that makes a different from any other simple typefaces. For example, if you look at “A”, you can see how the only the upper half of two strokes that meet each other is bent while the lower half is stays perpendicular to the surface which makes it looks some sort of a house. Also, the bending has a gradual curve. The common pattern with all letters is that you can see how there is a big space in between strokes like the space in the “O” and the “R”. Overall, I like this typeface due to its futuristic look that reminds me of some holy scriptures.


    I liked this typeface because it reminded me of many fashion brands’ logo. You can see there is a common theme of somewhat thin horizontal strokes with thicker vertical strokes, creating this bold yet compact feeling. There is also very small space in between letters. I find this typeface to be used in many different occasions including fashion and products. Overall, the strong and dominant feeling of the typeface definitely fits many web usages.

    Crenzo

    Crenzo was a font that spoke to me due to its futuristic yet organic nature. The strokes seamelessely connected, blending in both smooth curves and sharp edges. It was a perfect candidate to represent different species.


    Baunk
    Baunk was another candidate that represented the brand really well. It had the sci-fi feeling, combining think and thick strokes with generous use of negative spaces in between. It also blended with and complemented Crenzo. 




    Wordmark - 1st Iteration
    I tested different spacing, capitalization, arragement and orientation to see what looked and worked best.

    As the wording for the brand name consisted of long characters, I also considered implementing with stylized monogram.




    Graphic Mark - 1st Iteration
    The idea for the logo mark was inspired by the shape of a fingerprint that distinguishes the identity of the "newborn species."




    Graphic Mark - 2nd iteration

    For second iteration, I played around with number of strokes, abstraction as well as different version that was inspired by the human skull. This is the stage I landed upon the prototype of what would become the final logo.




    Graphic Mark - Final iteration

    Once I was satisfied with my second iterations, I selected the best ones and tested with less strokes.The final graphic mark, inspired by the shape of an embroyo and the human fingerprint, which also resembles a complex maze, represents the new beginning one experiences as part of a different species, the loss of identity, and the forging of a new path that leads us to a higher plane, accompanied by complex challenges that require a phase of introspection and renewal.





    Lockup


    By combining my final logo design with the wordmark, I finalized my lock up in three different versions.





    Color

    Selecting brand color was an important process of developing a brand identity. I carefully curated 4 colors that would expand into a diverse color palette.







    Values and Vision
    When it comes to Different Species, values and vision shaped the foundation for the brand and guided all the rest of its visual components. I spent a lot of time pondering about what the brand aims to achieve and convey.




    Reflection

    I received copliments by my peers and professor for the use of bold font and typography and eye-catching visuals that expanded beyond the canvas. I was satisfied with how the brand aligned with my latest interest with AI and how it incoporates some of the elements from spirituality while maintaining the light spirit. I realized brand identity development is far from a linear process, but more like a repeated process of divergence and convergence of ideas where expansion of ideas are followed by narrow-down and refinement and through such repetition comes out great design. My professor also highlighted the fact that brand designs are never done as they continue to develop and evolve over time. I am excited to see how I could transform the different species into something more richer with physical protypes, motion graphics, and more.