Yale-China
Client: Yale-China
Services: Branding/Graphics, Design Strategy
Rebranding a historic and groundbreaking institution like Yale-China required a fine balance between respect for tradition and an optimistic outlook for the future. The branding took the form of a welcoming and open aesthetic that will appeal to the past and future generations of changemakers and leaders that make up Yale-China’s core constituency. Before beginning our design, Atelier Cho Thompson carried out cross-cultural research looking into the complexities of the organization’s name, typography, and imagery in both Chinese and American contexts. Ultimately, after numerous stakeholder meetings and feedback, we built consensus around an abstract logomark inspired by the traditional ‘woven’ bridge found in both Chinese and Western contexts. The bridge was selected for its symbolism of a lasting two-way connection, woven together by deep relationships between institutions and individuals.
