Feng Studios | 峰社 is an independent creative team that provides comprehensive commercial film and television production services and has long served top-tier media and brands domestically and internationally. In addition to professional commercial services, Feng Studios also pays great attention to social and humanistic issues. Its founder, Zhao Feng, is also part of the artist duo “Zhao and Lin”. The key to Zhao and Lin’s practice is their use of statistical, mathematical, and computational techniques to explore global issues. Their works have been exhibited in museums and biennials across three continents, including the Winter Palace Museum in St. Petersburg, the Museum of the Central Academy of Fine Arts in Beijing, and the Museum of Contemporary Photography in Chicago.
Feng Studios branding Design
Design Concept
The composition of the logo is obvious: [ Mountain in Chinese | F ], which is the radical of the Chinese character “feng” meaning mountain, and the initial letter of “Feng” in English. This is the simplest form of graphic language. However, the process of arriving at this graphic was not so direct. The inspiration came from a profound traditional philosophical question: “When one sees a mountain, is it truly a mountain? When one no longer sees a mountain, is it no longer a mountain? And when one sees a mountain again, is it still a mountain?”
The support for graphical theory stems from the important foundation of photography – the recording of light. Starting from this point, we built a simple composition of blocks and adjusted a suitable set of simulated lights to shape the ideal light and shadow.
见山是山
理所当然，所见即多得
见山不是山
探寻，思忖，万物皆有内涵
见山还是山
本 · 真
It is precisely because of its foundation in the concept of light and shadow that, in the relevant extended environments, we have enabled the logo to break free from fixed format constraints.
United Design Practice 