CEC
Walking side by side with the students
Brand Concept
Brand Identity and Visual System
Careers and Employability Centre specialized in helping students be in a state of readiness for employment. As a specialty centre of the School of Continuing Education (SCE) of Hong Kong Baptist University (HKBU), they are a task force that connect the industry, join hands to provide a holistic career consultation service for the students. In addition, CEC is also a good companion for the students in their career development journeys.
We have designed a new brand identity (wordmark) and visual system for the Centre that inspired a core concept — Connectivity, it also truthfully portrayed their inherent mission.
/ New name of the Centre
The custom designed wordmark (c — e — c) is constituted by an acronym for the Centre and connected by 2 “em dashes”. To honestly reflect their agility and ingenuity, 6 different wordmark postures were created, they perfectly express the attributes of the Centre.
Besides, deep purple was chosen to project CEC’s unique brand personality and stand out from the sea of typical centres among SCE.
/ New Chinese name of the Centre
We also designed a visual system based on an extension of the core concept — Linking the Dots, it shaped 4 geometric forms, together with their designated pastel colours that turned into a series of supporting graphics for the brand.
The new brand identity of CEC was revealed to coincide with SCE’s 45th anniversary in 2020.
Two thematic programmes have come off to manifest a refreshed image of CEC, and accompanied a stream of in-campus branding designs that re-imagined the essence of the Centre as well as their business ambition and approach (the later part was only our design proposal).
Equipped with CEC’s new branding, we believed that the Centre is just poised to take on new challenges and keep doing well.
/ Some visuals shown here are for design reference only, the image rights belong to the corresponding sources
