gee + chung design graphis branding · gee + chung design 38 bryant street, suite 100 san...

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Gee + Chung Design38 Bryant Street, Suite 100 San Francisco, CA 94105Tel: 415.543.1192 Fax: 415.543.6088earl@geechungdesign.comwww.geechungdesign.com

Gee + Chung Design is anaward-winning multi-discipli-nary branding firm which hascreated innovative, powerfuland effective client solutionsfor over 15 years. Our success-ful design strategies for launch-ing and extending brands fortop clients such as Apple, IBM, Oracle, Lucasfilm and Sonyhave consistently set our clientsapart and built lasting value.

E X P E R I E N C E : Building an integrated brand requiresmastery of all touchpoints of the consumer experience. Earl Gee and Fani Chung arePartners and Creative Directorswith an extensive track recordin branding. We have developedan international reputation for excellence in a wide rangeof brand-building services encompassing corporate identity, marketing collateral,product packaging, environ-mental design and website development, enabling us tobe ideally suited to create acomprehensive brand visionfor enlightened companies.

E X P E R T I S E : Branding is essentially about creating dif-ferentiation; truly distinguish-ing for your audience what is unique about your companyor product. Our solutions are asdiverse as our clients, dictatedby their individual personalityand message. To distill a company’s brand essence to itssimplest and most impactfulform, we thoroughly researchour client, their competitionand audience to create a concept-driven message thatis focused, compelling andmemorable, while framingour client’s story to resonatewith their audience.

E X C E L L E N C E : Leadershipin branding is attained by creating work that is the bestof its kind, redefining the category and contributing to our culture. Our branding workhas been honored by Graphis,Communication Arts, Print,I.D., the American Institute ofGraphic Arts, New York ArtDirectors Club, Type DirectorsClub and Society for Environ-mental Graphic Design, exhibited internationally andrepresented in the permanentcollections of the Library ofCongress, Smithsonian Institution and San FranciscoMuseum of Modern Art.

E F F E C T I V E N E S S : Success-ful branding design is muchmore than meeting marketinggoals; it is about exceedingclient expectations. Ourunique brand solutions createan emotional connection with the audience to achievemeasurable results for ourclients: increasing visibility,inspiring attendance and motivating sales. In the end,Gee + Chung Design is distinguished by our thought-ful, intelligent, conceptual approach, harnessing thepower of design to consistentlybuild strong, meaningful and enduring brands for our clients.

iAsiaWorks asked Gee + Chung Designto collaborate as a strategic partner to establish their company as the premier Internet solutions provider inAsia. Our comprehensive strategicbranding program included the creationof their name, corporate identity,

marketing collateral, tradeshow exhibit, architectural signage and website development. iAsiaWorks’strong visual presence and cohesivebranding program was instrumental inenabling the company’s rapid growthand successful initial public offering.

B R A N D I N G A N E M E R G I N G , R A P I D - G R O W T H C O M P A N Y

Left: The logo combines a classic Asian motif with an integrated circuit, conveyinga sense of connection, integration and thelinking of cultures through technology.

Below: The presentation folder uses thelogo as an Asian string-tie clasp to provideprospective clients in Asia with the experi-ence of unwrapping a gift. Folder pocketsevoke a Chinese moongate and rivets of anAsian door, symbolic of iAsiaWorks providinga gateway into Asia for its customers.

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Product datasheets combine Asian and

technology metaphors to create a unique

visual language forthe company.

Using a format inspired by Asian foldingscreens, a pocket-sized tradeshow giveawaydefines iAsiaWorks services on the front whileproviding useful travel tips and businessprotocol for each country of operations onthe back.

The iAsiaWorks website utilizes a right-handnavigation as the majority of Asian culturesread left to right, top to bottom. The colorpalette of red, gold, black and jade green iswidely embraced throughout Asia.

The “Backbone” section contrasts Easternand Western metaphors for structure, security and support.

A corporate party invitation functions asthe admission ticket and drink coaster to use at the party. Letterpress printing on thick blotter paper creates the effect of a Chinese seal on parchment.

The venerable IBM asked Gee + ChungDesign to brand its IBM Software Station Kiosk, a revolutionary newway to market software via kiosk. This“software vending machine,” placed innational computer retail chains, utilizessatellite transmission technology toenable customers to demo, order and

take delivery directly from the kiosk,eliminating costly packaging and allowing consumers access to the mostup-to-date versions. Our brandingsuccessfully provided hardware-basedIBM with a strong retail softwarepresence while furthering its reputationas an industry innovator.

B R A N D I N G A N E W W A Y T O M A R K E T S O F T W A R E

The logo’s emanating wavessymbolize the electronictransmission of software.

The rotating signage ringsignals a revolutionary newway to purchase software.

The rear eggcrate structureprovides ventilation, accessand ease of maintenance.

The lockable doors provideaccess to the kiosk’s CDburner and label printer.

Space station and satellitemetaphors create a striking,sculptural in-store presence.

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Give Something Back International isa non-profit foundation providing life-changing educational opportunities forchildren in need worldwide, founded onthe belief that education early in lifecan make the greatest difference in thedirection of a person’s life.

Our versatile branding system hashelped to establish the foundation as avital, dynamic, progressive organizationthat is positively impacting the lives of several hundred young recipients,demonstrating that education can helpto change the world.

B R A N D I N G A N I N N O V A T I V E N E W F O U N D A T I O N

The website uses symbols from

the logo asnavigational icons

and identifyinggraphics for

individual pages.

Left: The logo creates a cycle of giving to promote global change and encourage

international understanding. The primarycolor palette embraces diversity and

the organization’s multinational scope.

The program’s symbols express the purposeof each stationery element. The letterheaddepicts a perceptive young mind, the envelope evokes international correspondenceand the mailing label suggests giving back.The business cards incorporate dimensionalflaps to highlight contact information, revealing corporate information underneath.

Applied Materials, the world’s leadingmanufacturer of semiconductor equipment, has called on Gee + ChungDesign for the past seven years tobrand their Technical Seminars atSEMICON/West, the industry’s largestand most important conference. Attracting silicon wafer engineers

from around the world, the seminarsreflect change and advancement in the industry each year while retaining the theme of Applied’s leadership ininnovation. Our kinetic branding ofthe company’s invitations and tradeshowgraphics has generated substantial increases in attendance every year.

B R A N D I N G S E M I N A R S F O R T H E I N D U S T R Y L E A D E R

The 1998 program formswafer-shaped panels to

symbolize layers of information etched ontowafers. The invitation

series includes a seminarprogram, cocktail

reception invite and two save-the-date postcards.

The 1999 program uses inter-connected squares of microscopicwafer images as letterforms announcing “Technology ’99.”Unexpected juxtapositions ofscientific images with real-lifescenes convey seminar conceptsin a memorable manner.

The 2001 program combinesx-ray images of familiarobjects with microscopic waferimages within a shapeinspired by the company’swafer fabrication chambers.

(Opposite page) Top: Our tradeshow graphics invite atten-dees to “imagine, discover and explore,”connecting a child’s youthful inspirationwith science to the company’s technology.Backlit screens transform images of children exploring science into state-of-the-art wafer fabrication equipment, flanked by20' high rotating holographic wafers. Middle: Connecting the company’s productsto the “innovation” theme, motorized displays use symbolic wafers as flowers fortechnological growth, globes for worldwideexpansion, gears for company productivityand discs for industry momentum. Bottom: Attendees enter the world of semicon-ductors through a giant 24' diameter wafer.

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A school known for its orange dot forms a circle of individuals linked by a sharedexperience, connection and community.

An Internet commerce firm creates a continuous stream of financial informationand services across the Web.

A network of Internet data centers throughout Europe evokes the connectionsof a circuit board and digital switch.

A production company uses an eclectic assemblage of letterforms to portray thefirm’s creative approach to client services.

A technology consulting firm’s visual puzzle reflects a problem-solving approachto complex business integration solutions.

A venture capital firm named after theSpanish city Columbus set sail launchesentrepreneurs to discover new technologies.

A Sun Microsystems fitness center dedicatedto employee well-being is personified by“sun” rays around an energetic figure.

A venture capital firm creating globaltechnology partnerships symbolizes trans-Atlantic investing and expansion.

A government agency setting the standardfor clean air is represented by a progressionof waving flags across the sky.

A San Diego-based non-profit promoteshealthier communities through communityoutreach and progressive growth.

A hedge fund uses the variable “x” toidentify the firm’s strategy of exponentialgrowth in both up and down markets.

A Walt Disney Company promotional identity conjures up the whimsical imageryof Disney’s Magic Kingdom.

A San Francisco Art Commission public art program employs a gesturing figure toencourage enjoyment of the transit system.

A firm marketing wine over the Internetexpresses the offering of wine online, acces-sible by the click of a mouse.

A network infrastructure firm incorporatesa dynamic hub to suggest energy, structureand scientific collaboration.

A Symantec encryption program forms a familiar word game to represent the abilityto encode and decode private messages.

B R A N D I N G C O R P O R AT E V I S I O N , P E R S O N A L I T Y A N D VA L U E S