Interviews med ECUST | CRE+ Design Hao SHAN

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.”

There's only one reason: genuine interest.

Brand and visual design have been the core of my professional focus.

The difference lies in the ability — and in the great opportunity to realize design ideas.

In my view, a successful design is one that empowers a brand to establish its influence, expand its market presence, and elevate its value. It must also embody creativity and artistic expression — distinctive, impactful, and genuinely solution-oriented.

Good design creates value.

I think it would be doing something playful and wildly creative with my children — just letting our imaginations run free.

Creating design that is distinctive, unconventional, and truly solves problems — once you set this as your standard, the expectations you place on yourself naturally become much higher.

Probably an artist or a painter.

Design is art, a form of expression and strategy — a fusion of beauty and functionality.

My teachers at school and senior design mentors after I started working; my biggest supporters are definitely my parents and family.

It is a brand design project for a Chinese city.

To help them solve problems through outstanding design work and concepts.

First, one must be a better person oneself.

An unavoidable reality is that AI is rapidly transforming the design industry. While it enhances efficiency and accelerates development, it also raises expectations for creativity. Skills that cannot be replaced by algorithms will become increasingly valuable.

The timeframe for completing a design project is difficult to generalize; it depends on the size of the project and the time the client can provide. I tend to avoid projects with tight deadlines that compromise the quality of the design.

I think about the difficulties of the design process.

CRE+Design, established in Shanghai in 2009, specializes in brand design. Over the years, we have partnered with a wide range of leading Chinese and global brands. Our work has been honored with numerous international design awards and has gained broad recognition in the market for its creativity and impact.

Design is art, but it is also expression and strategy — a fusion of aesthetics and functionality.

Creative and playful design is what I value.

There’s a bit of pressure, but I perform best when I’m in a good mental state.

What I focus on most during the design process is choosing the right form of expression and finding a unique creative idea.

Dedication and focus are the foundations of good design.

It brings me great joy when a thoughtfully designed piece is executed and implemented effectively.

Design success depends on multiple factors — the professionalism of the design team, as well as the client’s understanding, execution, and commitment to the design.

From a market perspective, a good design should help a brand build influence and open up its market. From a design perspective, originality and distinctiveness are key.

An unavoidable reality is that AI is rapidly transforming the design industry. While it enhances efficiency and accelerates development, it also raises expectations for creativity. Skills that cannot be replaced by algorithms will become increasingly valuable.

An open mind and a broad knowledge base are essential for finding true inspiration in design.

What makes this industry truly appealing is the ability to create work that holds both aesthetic value and creativity.

On the downside, for visual designers, our work can often feel like that of a doctor — many complex problems require a hands-on approach. Our productivity is inherently limited, and there are often no viable alternatives or shortcuts.

It's difficult to generalize timelines — they depend greatly on the scale of the project and the time the client can allocate.

I do not take on projects that are rushed to the point where the quality of design cannot be ensured.

creplus@163.com

Nirvana is an abstract concept — both tangible and intangible. It can be seen as transcendence beyond life and death, or as a state of rebirth. Initially, I considered using fire to represent this idea, but the resulting images felt too literal. Then, by chance, I was inspired by the textures of ice. I realized that the transformation between ice and water perfectly mirrors the notion of Nirvana: two states of the same substance, constantly shifting.In the instant when water freezes, it holds a tension between material and immaterial, falling and rising, bursting and stillness — that frozen transition, to me, is the moment of Nirvana. To enrich the imagery, I introduced color and used macro photography to capture ice and water infused with pigments. The refraction of light created abstract formations that were endlessly varied, rich in detail, and open to interpretation. In post-production, I adjusted the color saturation slightly to enhance this expressive depth.

Yes, when pigments melt and drift in water, they naturally evoke the mood of Chinese ink painting. That sense of misty abstraction felt perfectly suited to the theme of Nirvana. The use of negative space and the expressive spontaneity of ink-splashing techniques inspired me deeply — except this time, the “brushwork” unfolded in water.

It was indeed a challenging process. The interplay of water, ice, color, and light is nearly impossible to control, and the condensation from melting ice on the glass surface added further complications. I had to experiment constantly with different settings and take hundreds of photos, selecting from them the few that captured the essence of transformation. The degree of melting, the position of the ice in the water, and the shape of each piece all produced distinct textures. Ultimately, there was no fixed method — success depended on instinct and timing.

It was primarily an intuitive, emotional exploration. When dealing with abstract concepts, the goal is not literal depiction but resonance — to evoke something that the viewer can feel. Abstraction may appear formless, yet I believe its essence still carries shape within the mind.

Macro photography excels in revealing subtle details and shifts of light that escape the naked eye. It allows me to construct an atmosphere while giving viewers space to appreciate the delicate nuances within the frame — those details are what connect the image to its deeper theme.

The balance lies in managing focus and blur. When everything in the image is sharply defined, imagination disappears. Controlling depth and softness creates the ambiguity necessary for expressing abstraction and spirit.

A larger format delivers a stronger, more immersive presence — I wanted the image to feel like a window through which viewers could experience a direct visual encounter. Interestingly, when I tried smaller 10cm prints, they encouraged viewers to move closer, creating a different kind of intimacy.

Yes, I experimented with various lighting setups — natural light, white light, and colored sources. Light is the true sculptor of visual form. The glass container made it easy to illuminate the subject from multiple angles, which was essential to achieving that floating, ethereal atmosphere.

It is never easy to express the intangible through physical form. The key lies in selecting shapes and colors that awaken a shared sense of the concept. The frozen textures, the play of light and shadow — all of these served one purpose: to give visible presence to an unseen spirit, while maintaining its quiet mystery.

This theme continues to fascinate me. I am deeply drawn to the microscopic world. As a Buddhist saying goes, “One flower, one world.” With sensitivity and reflection, one can perceive the reality — or unreality — of existence in every corner of life.