JL Identity 2023
A personal brand identity between two scripts
This project shows the first visual identity for my own agency, designed in 2023 and since replaced by a newer look. The logo combines a geometric "JL" monogram with the Chinese characters of my name, 俊鑫 (Junxin), and connects both through one continuous stroke that fades out like a motion trail. The result reflects what my work is about: two cultures, digital craft and a strong sense of movement.
The business cards set the tone for the whole identity. A deep black base, a bold magenta-to-violet gradient and fine technical frame lines give them the feel of a screen interface, while the large outline characters on the back turn the name itself into a graphic pattern.
From mugs to envelopes, the logo had to hold up on every surface. A clean black version works on white ceramic, while the gradient version adds a signature accent. On the envelopes, an oversized, cropped character runs off the edge and turns simple office stationery into a brand piece.
The letterhead completes the stationery set with a calm, spacious layout. A thin gradient rule, magenta icons and a bold color bar at the bottom carry the identity through without distracting from the content.
A compact color system keeps everything consistent: off-white #FEFEFE, deep black #0C0C0C, a vivid cyan #00A7E1 and the signature magenta-violet gradient. Each background has its approved logo variants in solid and gradient form, so the mark stays readable and recognizable wherever it appears.