YUE ZHI FEI ART + MUSIC SCHOOL
INNER MONGOLIA, CHINA | 2020
Yuezhifei is an art and music school in Inner Mongolia, China that has been providing art education for children for the past 15 years under the leadership of a piano professor.
During the design process of understanding the project goals and scopes, it was discovered that art education is often perceived as extracurricular activities rather than a priority in comparison to academic tutoring. This perception becomes more prominent as students enter secondary school, and parents tend to invest more in academic tutoring rather than art education. The goal of the rebrand is to emphasize that art education is not just a talent but also a creative seed that fosters personal development and growth into adulthood.To reflect Yuezhifei's personality, a series of keywords were extracted, including avant-garde, artistic, confident, inspiring, and passionate. The logo was designed to represent a portal to limitless futures, with a bold and striking line symbolizing the discovery of the art world.
LILLIAN T. ZHANG
LI AN ZHANG