Table of contents
About us 03
About the Brand 06
Current Brand Identity Research 10
- What we kept 11
- What we changed 13
New Brand Identity Showcase 17
About us
03
About us
Le Thanh Tien
ID: DE180383
Class: GD17D03
Hello, i am le thanh tien, born 2004, curently a
sophomore majoring in Digital Art & Design at
FPT University Da Nang.
Self-studied graphic design for 3 years back in
my highschool period, i decided to pursuit it
further by choosing FPT University to
furthermore extend and enhance my skills, as
well as gaining brand new experiences!
04
About us
Nguyen Dinh Chinh
ID: DE180503
Class: GD17D03
Hello, I am Nguyen Dinh Chinh, currently an
undergraduate majoring in Digital Art & Design.
Although my goal is to be digital artist, I still have
an eye on graphic designing.
05
About the Brand
06
About the Brand - Basic information
- Brand’s name: Cá Gỗ Vietnamese Restaurant
- Opening date: October 10th, 2023
- Tel: 0236 2228 666
- Add: 278 Võ Nguyên Giáp, Ngũ Hành Sơn, ĐN
- Web: haianbeachhotelspa.com
- Owner & developer: Hai An Beach Hotel
- Marketing service provider: Chiic Digital
- Target audience: foreign tourists
- Brand’s goal: to preserve beautiful Vietnamese
traditions through cozy family meals; to share
the pride of the Vietnamese cultural essence to
the world
07
About the Brand - Live photos
Credits: Cá Gỗ Vietnamese Restaurant FB page, Chiic Digital
08
About the Brand - Social media visual
Credits: Cá Gỗ Vietnamese Restaurant FB page, Chiic Digital
09
Current Brand Identity
Research
10
Brand Identity Research - What we kept
#715d4b #042139
#c5a37a #7bb2d9
Logo Colors
11
Brand Identity Research - What we kept
Logo family
12
Brand Identity Research - What we changed
Old pattern New pattern
The old pattern is rendered to be too static, which is replaced with the new and more dynamic,
pleasing to look at one. The new pattern can be interpreted in many ways, such as windows in
traditional Vietnamese houses (representing the brand’s goal is to preserve beautiful Vietnamese
traditions through cozy family meals), or elegant flower shapes to provoke a sense of luxury (since
the main customers are foreign tourists). 13
Brand Identity Research - What we changed
Showcase Sans Windsor
Old leading typeface New leading typeface
Nunito Darker Grotesque
Old supporting typeface New supporting typeface
The old typefaces are a little bit too childish at times, which are replaced with the new and more
elegant ones. Plus, the new typefaces has better contrast – one of the most bare-bones principles in
graphic design. 14
Brand Identity Research - What we changed
Windsor
ABCDEFGHIJKLMOPQRST UWXYZ
abcdefghIjklmopqrstuwxyz
0123456789
15
Brand Identity Research - What we changed
Darker Grotesque
ABCDEFGHIJKLMOPQRSTUWXYZ
abcdefghIjklmopqrstuwxyz
0123456789
16
New Brand Identity
Showcase
17
18
New Brand Identity Showcase - Card visit
19
New Brand Identity Showcase - ID card
20
New Brand Identity Showcase - Envelope
21
New Brand Identity Showcase - CD
22
New Brand Identity Showcase - Folder
23
New Brand Identity Showcase - Notebook & Pen
24
New Brand Identity Showcase - Uniform
25
New Brand Identity Showcase - Clock
26
New Brand Identity Showcase - Keychain
27
New Brand Identity Showcase - Phonecase
28
New Brand Identity Showcase - USB
29
New Brand Identity Showcase - Cup coaster
30
New Brand Identity Showcase - Paper bag
31
