NEXT G
2024 Branding Design
Creating minimalist aesthetics logo design to a start-up technology company
Introduction
In 2023, during my time at Zheng Bang Design Agency, I was involved in the full process of creating a new brand identity for NextG Fund Company. My contributions included visual research, material organization, brainstorming, and the design phase. While the 3 logos I created were not ultimately adopted, this is a great opportunity to showcase my ideation, design thinking, and aesthetic approach.
About NextG Fund Company
NextG invests in middle to late-stage companies across the energy, technology, infrastructure, health and wellness, lifestyle, and entertainment sectors. It owned and operated by serial entrepreneurs with a global presence, NextG excels at building international connections. With over 3 decades of experience, the company takes pride in helping businesses reach new heights.
Concept Overview
Vision
Striving to build the next generation of disruptive technologies globally.
Mission
To be a hub for creativity that integrates human communities with advancements in science and technology.
Core Value
Innovation, Collaboration, and Community.
Concept Inspiration
CONCEPT 01
Through the use of a stylized “G” letterform, the logo incorporates the human eye as its central element. Scientifically, the eye is one of the most unique organs in humans, distinguishing us from other species. It allows us to perceive color and focus on objects, with the white sclera being a feature absent in many other creatures. This distinctive characteristic enables human beings to communicate through eye contact and to discern direction. Similarly, this concept reflects the company's forward-thinking vision, with its investment focus aimed at enhancing human potential and advancing the future.
CONCEPT 02
Take advantage of the natural curvature of the human skull, especially the curves at the top and sides of the skull. The “G” can be designed to be gently curved to match the contours of the skull. For example, the opening of the “G” can be designed to resemble the curve at the top of the skull, or the contours of the skull can be incorporated into the “G”.
Combining futuristic and modern design languages, I created a logo that reflects the shape of a skull and engine of airfrcaft and have a sense of high technology. The curvature of the skull and engine can imply human evolution, wisdom and far-reaching investment vision, while the letter “G” represents the company's foresight into the future.
CONCEPT 03
The “sword” represent strength, determination and protection, while the “arrow” symbolizes direction, goal and progress. Combining these two elements can emphasize that the company. The arrow can extend from the middle or top of the “G” letter and point forward, symbolizing that the company has a clear direction, goal, growth, and and has the power to achieve its goals.
Since there are already highly similar brand designs in the market, we need to carefully reconsider this “arrow”direction for the design.
Typography
Color Palette
