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After conducting interviews with faculty, students, and parents; SALT crafted a brand promise that positions bicultural education as working “Better Together” for the students. The next step was to agree on a Brand Brief. It mandated a simple, modern, and clean design anchored in traditional Chinese values – yet representative of bold, American design. The selected logo blends both cultures in a powerfully simple design, capturing the nicknames for the school – “Zhong Mei” in Mandarin, and “CAIS” in English – in a modern Asian “chop.” |
| SALT designed a complete “visual language” for CAIS and provided a brand toolkit that included words, images, colors, and graphics. This enables the school to easily produce communications like these posters using the “CAIS IS …” brand concept. |
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