YANXI CONSULTING

YANXI CONSULTING specialises in recruiting and consulting highly qualified individuals for Fortune Global 500 companies, particularly pharmaceutical corporations. In order to position itself clearly within the sector and appeal directly to its target audience, the company wanted its brand image to create a professional, high-quality and trustworthy impression from the first moment. The development of the challenging brand design was entrusted to the KG Design agency. The YANXI brand name traces its origins back to a historical Chinese text from the Western Han dynasty and stands for sincerity and integrity. The distinctive logo symbolises people gathered around a campfire. The central light source causes the people, abstractly represented by dots, to cast long shadows. “The logo design conveys the aspect of coming together, while the fire is a symbol for wisdom, warmth and hope,” Yuhan Gong, owner of KG Design, explains. “It represents the core task of YANXI CONSULTING – bringing talent and employers together and bridging the gap between individuals and companies.” The designers put a good deal of creative energy into fine-tuning the details of the visual identity. In addition to developing the word and image logo, the process led to the creation of a complex typographic system based on squares, a grid, and black and white gradients. This system ensures a high level of visual consistency across a wide range of media and usage scenarios. At the same time, it provides great creative freedom and, in combination with the strict omission of any colour in the brand image, communicates elegance and a highly nuanced approach. “This brand image stands out because it consists of so much more than merely the clean logo, with its compelling symbolism and graphic execution,” the jury found. “The incidence of light and the resulting shadow give rise to a comprehensive visual concept that can be developed flexibly: the squares are a key design element. They allow an endless number of new combinations and can even be used to generate an alphabet that, ultimately, consists purely of light and shadow.” This makes the brand image consistent but also makes it possible to express new aspects and facets time and again. It was both this idea and the systematic elimination of colour that won over the jury. “The result is a sophisticated brand design that positions the human resources consulting company in the premium sector and gives YANXI CONSULTING a strong visual identity,” said the jury.