Global Expeditions Group (2009)
Corporate Identity / Logo Design
The Global Expeditions Group logo was my first commissioned corporate design, created during my third year at university. The brand identity reflects the values of exploration, growth, and interconnectedness in the global economy. I took inspiration from the Eastern symbolism of the dragon, representing wisdom, strength, and fluidity.
The logo design features a circular brushstroke, symbolizing the dragon’s movement—continuous and flowing—echoing the journey of global discovery. The orange dot serves as a metaphorical “marker on the map,” capturing the spirit of making one’s mark in the world. The composition is minimal, yet deeply symbolic, blending Eastern philosophy with the goals of a modern global enterprise.
"Discover the world. Discover yourself."
The design visually reinforces the company’s mission of empowering individuals through transformative global experiences.This was a pivotal moment in my design journey—the first time I translated cultural symbolism into a corporate identity system. The experience taught me how visual metaphors can align deeply with brand values, even when the final version isn't adopted.
To create a powerful, culturally grounded logo that visually reflects the mission of the Global Expeditions Group: enabling sustainable, experience-driven exploration across the globe.
-
Challenge: Designing for a real-world client through an open branding portal with no direct contact.
-
Achievement: Developed a complete brand system that is cohesive, professional, and deeply meaningful, rooted in cross-cultural symbolism and minimalist execution.
-
