In October 2026 I rebuilt my own brand around one idea that was already inside it: the planet keeps turning, and one turn is one day. Everything you see on this site now follows from that line.
Designers rarely show their own process, so here is mine, including what didn’t work.
Where it came from
The mark has always been a planet with a ring, and the gold has been the same since 2017. The Chinese name, 每日优创, starts with 每日, “every day”, and the English name has a day in it too. An earlier brand book of mine said it outright: 星球一直在转，一圈是一天. The planet keeps turning; one turn is one day.
The idea had been in the name and the mark all along. I just hadn’t built anything on it.
What I tried first, and threw out
A rendered 3D planet. Glossy, backlit, gold light on the rim. It looked expensive, and it looked like every tech launch video. It read as computer graphics, not as Day of Design, so it went.
The mark in hairlines. Elegant on its own, but next to large type it looked thin and timid.
The mark at its own weight. In the end I drew the planet and its ring with lines as heavy as the logo’s own strokes: flat, black or white, with the sun as a single gold dot on the ring. Nothing else. That one stayed.
The first idea that looks expensive is rarely the one that’s yours. Most of the work was taking things away.
The four signatures
- The sun at your hour. The home page greets you by your own clock and puts the sun on the ring at your hour: rising on the left in the morning, nearest to you in the afternoon, setting on the right at dusk. At night there is no sun, and the page turns dark.
- The gold stop. Every headline ends on a gold full stop. It’s the smallest sun on the page.
- The ring. On a page, the one word that matters most gets the mark’s ring drawn around it. Only one per page.
- See you tomorrow. Every page ends with the same line. It’s what you say when there’s another day coming.
The rules that keep it honest
- Gold is light, never metal. No shine, no gradients. On white, gold is a dot, a fill or a button, never words, because gold text on white is too faint to read.
- No italics, anywhere. Emphasis is weight.
- First person. I’m one person, so the brand says “I”.
- One drawing everywhere. The same drawing is on the website, the share cards, the brand film, the 404 page and my slides.
Why I’m telling you this
A brand system is a set of decisions you can repeat without thinking. Mine fits on one page, and the full version, with every file, is in my brand book.
It’s also the clearest example I can give of the work I do for clients: find the idea that’s already there, cut everything that isn’t, and write the rules down so it stays that way. If you want that for your own business, the first month is where it starts.