In the major launch of a new brand dedicated to providing digital services, Li & Fung, the world's biggest supplier of consumer products, tasked us to design a brand Identity for Digital Solutions Group that echoes the Li & Fung Master brand while exuding a sleek and futuristic style to be proud of in the digital age.

 

The colour palette also links back to the master brand as the famous Li & Fung red was used as the base colour to create new and modern gradients that reflect our colourful colleagues, clients, and exciting future with DSG.

 

The DSG logo is a palindrome. On the literal level, this means that whichever side you are looking at the symbol, you can see the letters “DSG”. It is never upside down. On another level, this palindrome design feature implies transparency, agility and equality between DSG and its partners. 

 

The number 8 plays a significant role in Chinese culture and also connects to DSG’s 3 services - Collabor8, Navig8, Orchestr8. The Lemniscate (the infinity symbol) was a powerful way to communicate the brand’s dedication and energy.