Brand Identity

Jetlag Books

Jetlag books is a bookstore in Beijing that focuses on lifestyle, travel, art and design. The word mark features a combination of letters, extending longitudinally up and down to symbolise different time zones. Furthermore, the circles on the letters “e”, “a” and “g” indicate the altitude of the sun in different time zones. This dynamic design principle was also applied to other keywords of the brand communication. Grey as the basic colour provides a neutral frame for the accent colours of sky blue, sun yellow and evening red, which symbolise the lighting moods at different times of the day and as such characterise the brand identity.

Red Dot