Chinese History and
Culture Study Association

YEAR
2023

SCPOE
Branding
UI/UX Design
Visual Development
Culture

This school project explores the branding and web experience design for a fictional organization called the Chinese History and Culture Study Association. I developed the brand identity system and designed the website's UI/UX to reflect the association’s mission of promoting Chinese cultural heritage. All visual assets used in the mockups are sourced from the internet and intended for concept demonstration only.

01

Web Experience Design

High Fidelity Prototype

The website prototype includes a full suite of key pages to support the association’s mission and user needs. Designed with a clean, intuitive interface, the prototype features the following sections: Home, About, Events, Visit Booking, Articles, Courses, Volunteer Sign-up, Membership, and Donate. The design focuses on clarity, accessibility, and cultural resonance, providing an engaging and informative user experience.

02

Branding

Logo & Lockup

Primary Logo

The primary logo(1) is a combination of the icon and the wordmark.

The icon is the Chinese character “学”(xué), which means study.

The wordmark replaced the right half of the horizontal stroke, and forms a balance between the two with its volume.

Alternate Logo

The icon(2) and the type-only mark(3).

These two logos should be used in situations where the primary logo can not be shown properly in the space with its volume.

(1)

(2)

(3)

Typeface

When it comes to history and culture, whether in the East or the West, the typeface impression that come to mind must be the serif. This is because serif fonts have a longer history, while sans serif fonts tend to have a more modern style.

However, we have chosen sans serif fonts for both English alphabets and Chinese characters. The reason for this is that sans serif fonts have a more relaxed and receptive feel. This is in line with the welcoming and inclusive atmosphere of our organization.

For English, Roc Grotesk is a typeface with 9 weights and 5 width.
Due to its large family, it can be used as a headline font as well as competent for bodycopy.

Headlines: Bold
Sub headlines: Medium
Body: Regular

For Chinese, FZDeSaiHeiS has similar attribute with Roc Grotesk. It has 15 weights to deal with different situations.

Headlines: 512B
Sub headlines: 509R
Body: 506L

Color Palette

For brand color palette, we choose to use traditional Chinese colors. These colors are often used in traditional Chinese paintings, costumes and ceramics.