Graphic Design That Works

Creating a Visual Metaphor

Because the design objective included communicating

the Global Technology. Asian Focus message in the

logo as well as each succeeding campaign component,

designers decided to include Asian-inspired images

as visual metaphors that when combined, compared,

and contrasted with high technology images, created

unusual and unexpected juxtapositions of graphics.

Gee + Chung created several of these design elements

that were used consistently throughout the entire

campaign.

One such element is the use of a universally accepted

Asian color palette of red, gold, and black, which is

prevalent throughout many Asian cultures and con-

notes such positive characteristics as good luck, good

fortune, prosperity, and longevity. The word iAsia was

set in red type because it complemented the word

Works

in black and the color break played to the logo’s

advantage. A modified extension of the logo form—

an outline—was replicated as a gold outline on a red

field, simulating gold embroidery on red silk, and was

established for secondary uses. The secondary system

also employed a pattern of reversed out, embossed

circles—representing the pattern on an ancient Asian

doorway and symbolic of a gateway to Asia—which

gave the presentation folder a dynamic tactile aspect.

ABOVE: The iAsiaWorks logo

and variations of it were

carried through each ele-

ment of the campaign to

create a visual that when

combined with an integrated

circuitry pattern functions

as a visual metaphor for

linking Asian cultures

through technology.

RIGHT: The iAsiaWorks sta-

tionery system utilizes an

outline pattern of the logo

simulating gold embroidery

on red silk and a dot pattern

derived from the logo and

representing an ancient

Chinese door.

Tying the Imagery to the Message

The iAsiaWorks logo, its outlined version, and other Asian-inspired graphics were

carried through each element of the campaign to create imagery that when com-

bined with an integrated circuitry pattern, functions as a visual metaphor for linking

Asian cultures through technology. For example, the iAsiaWorks stationery system

utilizes both the standard logo as well as the outlined version simulating gold

embroidery on red silk and a dot pattern derived from the logo, representing an

ancient Chinese door. The presentation folder uses the logo to form a string tie

clasp, transforming the folder into a special gift for potential clients. The inside

pockets have embossed dots simulating the rivets on an Asian door, and the curved

flaps convey a Chinese moongate motif.

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