theDesk

theDesk is a co-working space founded in Hong Kong with the ambition to build communities, enabling business growth for both its members and the surrounding neighbourhood. The goal was to establish a brand identity as a market differentiator by emphasising the company’s focus on community and connection. The graphic element of the logo consists of a circle and a rectangle, representing tables joined together to form a “D”, an abbreviation of the brand name. Inspired by a modernist approach, the geometric simplicity of this graphic element aims to reflect the space’s minimal architecture. The branding also extends to a set of stationery and print applications.