Food supplyIdentity
Six sides,
one crystal.
00The project
- Client
- JingXin International Food Supply Inc.
- Sector
- Food supply
- Year
- 2022
JingXin International is a food supply company. In September 2022 the studio drew its logo: a gold hexagon — a crystal, for 晶 — above the name 晶鑫国际 in custom lettering, then set it in gold, black and white and put it on the company’s business cards.
- Bilingual logo
- Gold, black & white versions
- Logo master files
- Business cards, landscape & portrait
- Logo presentations
01Directions
Four directions,
one mark.
In September 2022 the studio showed JingXin several routes: a faceted hexagon in teal, a knot of interlocking lines, a stack of cubes, and the gold hexagon that was chosen. The hexagon turns up in two of them; the chosen one keeps only its outline, and cuts it open down the middle.
AFaceted hexagon
BInterlocking lines
CStacked cubes
DChosen: the gold hexagon
02The mark
A hexagon,
cut open down the middle.
The hexagon splits into two halves that hook into each other around a broken centre line: one outline, drawn as two strokes that never quite meet. The gold runs from pale to deep across it, as if light caught one face of the crystal and not the other.
- Pale gold
- #EFDB95
- Deep gold
- #AC7F33
- Green
- #13392F
- Black
- #1A1A1A
03Lettering
Four characters,
cut at the same angle.
晶鑫国际 is drawn, not typeset: square counters, stroke ends sliced on the diagonal, and a gap wherever two strokes would touch — the same cuts as the mark. JingXin International sits beneath in a light, open sans.
04Versions
Gold first,
and a version for every ground.
The logo went out in gold, black, white and reversed, as AI, EPS, PDF, PNG and JPEG files, so print and screen each have what they need.
05Business card
Green on the front,
black on the back.
Two formats, landscape and portrait. The front carries only the mark; the back puts the horizontal logo in gold top left and the contact details below — left out here, with fine rules marking where they sit.
Re-set from the 2022 print files · 3.5 × 2 in