Gold Advertising, Marketing and Communication Design · 2025
Hyzy World Youth Activity Center Corporate Identity
- A' Design Award 2025 Gold Winner in Advertising, Marketing and Communication Design
- Awarded April 15, 2025
- CLIENT: HYZY World Youth Activity Center
- Estimated Number of Design Views: 162,563
- Verification code 0BF4F52267 · Verify this award
About Hyzy World Youth Activity Center Corporate Identity
The Hyzy World logo adopts a circular form, symbolizing wholeness and perfection, while seamlessly integrating the architectural arch as a defining feature. By merging two dimensional and three dimensional expressions, the design embodies the concept of a Gateway to the Future. A distinctive highlight of the logo is its hidden heart shaped detail: when viewed from above, the top down perspective reveals a perfect heart, and under sunlight, the shadow naturally forms a heart shape as well. This dual-heart concept beautifully conveys the brand’s core philosophy of Nurturing with Love.
Positioned at the intersection of corporate identity design and monumental public art, this sculptural installation for the Hyzy World Youth Activity Center represents a sophisticated approach to environmental branding that transcends conventional signage through the deployment of architecturally-scaled biomorphic forms rendered in mirror-polished stainless steel. The work participates in a distinguished lineage of reflective public sculptures that emerged prominently in the late twentieth century, where artists and designers discovered the transformative potential of highly specular metallic surfaces to dematerialize solid forms through environmental absorption, creating objects that simultaneously assert physical presence while dissolving into their surroundings. The double-loop configuration suggests the mathematical elegance of the lemniscate or infinity symbol, a form carrying rich associations with continuity, cyclical renewal, and boundless potential, themes particularly resonant for an institution dedicated to youth development and activity. Technical achievement manifests in the seamless fabrication where industrial welding and polishing processes have been executed to such exacting standards that the sculptural surface reads as a continuous, uninterrupted flow of liquid metal frozen in elegant suspension. The compositional intelligence of the installation becomes apparent in how the curved apertures frame views of the surrounding urban landscape, creating dynamic portals through which the contemporary skyline becomes framed and recontextualized, establishing visual dialogue between the corporate marker and its metropolitan context. The chromatic experience derives entirely from reflection, with the sculpture's palette shifting continuously throughout the day as sky conditions evolve, clouds traverse overhead, and the sun's position modulates highlight and shadow distribution across the curved planes. This environmental responsiveness ensures the installation never appears static, instead functioning as a dynamic instrument that performs atmospheric variations while maintaining formal consistency. The work invites viewers to consider how contemporary institutions might announce their presence through gestures of aesthetic generosity, offering urban environments sculptural gifts that enhance public space while communicating organizational values through formal metaphor rather than explicit declaration.
Press Kit
- Unique Properties
- HYZY World Youth Activity Center is the largest youth activity center in China, with a total construction area of approximately 100,000 square meters. The brand owner sought a logo that is modern and minimalist while conveying the spirit of care in youth education, the pursuit of excellence, and a forward-looking vision. Additionally, the design needed to reflect the architectural characteristics of the center.
Instead of adopting a traditional two-dimensional design approach, the HYZY World logo reinterprets the circular form in a three-dimensional space. This approach preserves the integrity of the ring while creating an open and dynamic structure that seamlessly incorporates the center’s iconic arch element. The logo is versatile for both graphic applications and three-dimensional spatial installations. The central arch not only reflects the architectural features but also symbolizes the "Gateway to the Future."
The most unique and heartfelt aspect of the design lies in its hidden “heart” Easter egg: when viewed from a top-down perspective, the logo naturally forms a heart shape, and under specific lighting conditions, the projected shadow also reveals a heart. This dual-heart concept perfectly embodies HYZY World Youth Activity Center’s core philosophy of "educating with love."
The mascot design is inspired by the only figurative building within the Hyzy World Youth Activity Center complex: the Whale Theater. The two mascots are adorable whale avatars—one representing a boy and the other a girl—both dressed in playful whale-themed outfits full of energy and charm. The white shape on their chests reflects the signature arch of the building. A hidden design easter egg adds an extra layer of creativity: when viewed from a top-down perspective, the mascots together form the image of two cute little whales. - Tags
- Logo, Branding, IP Design, Mascot design
- Design Challenge
- Integrating the circular form with the building’s signature arch while maintaining an open and minimalist aesthetic posed a significant design challenge. To overcome this, I moved beyond traditional two-dimensional design and reinterpreted the circular shape in three-dimensional space. This approach preserved the integrity of the circle while introducing a dynamic, open structure that seamlessly incorporates the building’s arch.
In its three-dimensional form, the central arch of the logo not only reflects the architectural identity but also symbolizes the “Gateway to the Future.” Additionally, a hidden design element enhances its emotional impact: when viewed from above, the logo naturally forms a heart shape, and under specific lighting conditions, its shadow also casts a heart. This dual-heart concept beautifully embodies Hyzy World Youth Activity Center’s core philosophy of “nurturing with love.” - Project Duration
- The project was launched in December 2023 in Shanghai, China, and will conclude in May 2024. Location: 6258 Dongfang Meigu Avenue, Shanghai, China.
- Operation Flow
- Initially, the owners of The HYZY World Youth Activity Center conducted a three-month logo design competition, but the submitted designs did not meet expectations. As a result, they reached out to us. After more than two months of in-depth research and exploration of design concepts, we submitted the logo and mascot design proposal in May 2024, which was ultimately approved. The brand owner was highly satisfied with the designs and gave them high praise and recognition.
- Research
- We conducted in-depth research into the architectural form and design concept of the Hyzy World Youth Activity Center. We made extensive design attempts focusing on using the architectural shape as the primary design element for the logo. Additionally, we explored breakthroughs in logo design, transitioning from two-dimensional to three-dimensional design concepts.
- Inspiration
- The Hyzy World Youth Activity Center is an extensive architectural complex. Incorporating too many intricate details in the logo would make it overly complex and difficult to recognize. Instead, the design focuses on the most frequently mentioned architectural feature of HYZY World: the arch. This key element is combined with a circular form, symbolizing wholeness and perfection. By transforming the logo from a flat design into a three-dimensional structure, it achieves an open, converging form rich in meaning and depth.
- Image Credits
- All Copyrights ECUST-Creplus Design, 2025
- Patents
- All Copyrights ECUST-CRE+ Design, 2025
Colors of Hyzy World Youth Activity Center Corporate Identity
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G0E3 ShopDesign Interview about Hyzy World Youth Activity Center Corporate Identity
The core principle behind the design was to create a modern and minimalistic brand identity that conveys educational care, a pursuit of excellence, and a vision for the future. The inspiration came from the architectural language of the HYZY World Youth Activity Center—particularly its iconic arch form—which I combined with a circular shape symbolizing wholeness and unity. By reinterpreting this form in 3D, the logo becomes both a visual symbol and a spatial experience.
My main focus was to design a brand identity that breaks from the conventions of typical youth center logos in China. I aimed to develop a visual system that is both iconic and meaningful, incorporating spatial and emotional dimensions. I especially wanted to embed the spirit of love and care through the hidden heart-shaped Easter egg—visible from the top view and through the shadow of the structure—to express the brand’s core educational philosophy.
I hope the design concept—especially the hidden heart-shaped Easter egg that represents love and care—can gain wider recognition. I believe this approach, blending symbolism with spatial interactivity, can inspire future branding practices and open new possibilities in how visual identity communicates values beyond the surface.
It took over two months of in-depth research, exploration, and iteration to finalize the concept and design. I spent a significant amount of time experimenting with forms and refining the integration of spatial dynamics and emotional storytelling.
This was a commissioned project. The client reached out to me after conducting a nationwide logo design competition that didn’t produce satisfactory results. They trusted me to solve this challenge, and I took it as an opportunity to explore new territory in branding design—integrating architectural features and emotional resonance in a fresh and unconventional way.
I was deeply motivated by the challenge of redefining what a youth center brand could look like in China. Most existing logos lacked emotional depth and relied heavily on clichéd visual formulas. I wanted to create a brand identity that not only looked contemporary and iconic but also conveyed meaningful values—like love, care, and future-oriented education—through thoughtful form and spatial experience. This project gave me the opportunity to push beyond conventional two-dimensional logo design and explore how branding can live in three dimensions and emotionally connect with its audience.
Unlike traditional youth center logos that often rely on flat, generic graphics, this design transforms the logo into a spatial experience. It integrates the architectural identity of HYZY World—specifically the arch motif—into a three-dimensional circular form that symbolizes unity and openness. What truly sets it apart is the hidden “heart” concept: from a top-down view and through its shadow under specific lighting, the logo reveals a heart shape, subtly embodying the spirit of care in education. This dual-layer emotional symbolism, combined with architectural integration, makes the design both conceptually rich and visually distinctive.
The most unique aspect is the hidden dual-heart concept embedded within a three-dimensional circular structure. When viewed from above or under specific lighting, the logo reveals a heart shape—both in form and in shadow—symbolizing love and care in education. This poetic, interactive element transforms the logo into an emotional and spatial experience, making it more than a symbol—it becomes a story.
Yes, my design process was strongly informed by analytical research. After taking on the project, my team and I collected and studied the logos of major youth activity centers across China. In our first meeting with the client, I presented a comparative analysis of these logos and emphasized that the HYZY World Youth Activity Center logo must break away from the superficial and formulaic visual styles typically seen in this sector. This commitment to avoiding homogeneity and striving for innovation shaped the entire creative direction—posing both a significant challenge and an exciting opportunity for breakthrough design.
One of the biggest challenges was how to reflect the scale and architectural complexity of the HYZY World Youth Activity Center—China’s largest youth center—within a logo that remains simple, modern, and instantly recognizable. Directly illustrating the building would have made the logo too complex and hard to identify. Another challenge was to embed meaningful symbolism without overloading the design. It took a long period of exploration to arrive at a 3D reinterpretation of the arch and circular form that subtly embodies ideas of openness, unity, care, and the future—all while maintaining functional versatility in both flat and spatial applications.
I believe this work represents a breakthrough from traditional logo design conventions, especially in how it integrates three-dimensional thinking and emotional symbolism. I wanted more people around the world to see and understand this approach. Submitting it to a prestigious and influential competition like the A’ Design Award was my way of validating the creativity and strength of the concept on an international stage—and ensuring it would be recognized and remembered.
Yes—one major challenge that hasn’t been mentioned was related to the name “HYZY World.” The Chinese name translates to “Flower of the Sea,” and initially I thought of integrating imagery of the ocean and flowers with youthful elements. However, in our very first meeting, the client made it clear they did not want any ocean or floral elements in the logo, as these did not reflect the brand’s true essence. This was the first time I encountered a brand that asked for no visual connection between the name and the logo—making the creative process far more demanding. Interestingly, the English name “HYZY World” was derived from the Chinese pronunciation and is an abbreviation for “Happy Youth & Zippy Youth World.”