Bronze Graphics, Illustration and Visual Communication Design · 2025
Easygo Corporate Identity
by Xingyue Deng
- A' Design Award 2025 Bronze Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2025
- CLIENT: Chengdu Mifang Culture Communication Co.,Ltd
- Estimated Number of Design Views: 12,567
- Verification code FEA4F3E024 · Verify this award
About Easygo Corporate Identity
The design integrates the directional meanings of the Chinese characters for up and down into a visual language that transcends linguistic boundaries. By emphasizing intuitive functionality through concise and culturally embedded forms, the design communicates effectively across different user groups. Its clear structure, vibrant tone, and playful interaction reflect thoughtful attention to usability and visual storytelling. Through symbolic representation and minimal aesthetics, the design delivers a distinctive and engaging user experience.
Xingyue Deng's Easygo Corporate Identity emerges from contemporary design discourse that increasingly values material authenticity, systematic thinking, and visual restraint as counterpoints to maximalist trends, positioning itself within traditions of honest modernist communication design that privilege clarity and functional beauty over decorative elaboration; the comprehensive brand system demonstrates sophisticated understanding of how minimal formal elements can generate expansive visual identities when deployed with consistency and intelligence across diverse applications, each touchpoint from shopping bags through beverage cups to business correspondence maintaining unwavering commitment to the core geometric vocabulary of circle and chevron paired with the warm neutrality of kraft substrates; compositional achievement resides in the disciplined spatial organization that positions the white geometric brandmark consistently at right edges or lower right quadrants, creating strong visual anchoring that enables immediate recognition while preserving generous negative space that allows the natural beauty of the kraft material to breathe and assert its tactile presence; chromatic sophistication manifests not through polychromatic complexity but through the subtle tonal variations within the kraft paper family from lighter sandy beiges to richer caramel browns, these warm earth tones providing psychological associations with natural materials, environmental responsibility, and honest unpretentious service, while the pure white geometric forms achieve maximum contrast ensuring legibility and impact across scales and lighting conditions; the geometric brandmark itself demonstrates formal intelligence, the circle traditionally symbolizing wholeness, continuity, and approachability while the bold chevron or arrow pointing downward and leftward suggests ease of action, directional guidance, and the fluid movement implied by the brand name, the pairing of these two elements creating dynamic equilibrium between static completeness and directional momentum; technical execution across the system reveals careful attention to production realities, the apparent screenprinting or stamping of opaque white ink atop kraft stock requiring precise registration and adequate ink density to achieve the crisp edges and solid coverage visible across all applications, suggesting collaboration with skilled production partners who understand the material demands of printing on uncoated absorbent substrates; thematically, the identity seems to explore concepts of accessibility, operational efficiency, environmental consciousness, and contemporary urban service culture, the natural kraft materials suggesting sustainability values and reduced environmental impact while the clean geometric forms communicate professional competence and systematic organization; the system invites consideration of how brand identities function as visual languages that must maintain coherence across wildly different physical formats while adapting gracefully to varying scales, materials, and use contexts, and how designers increasingly turn toward material honesty and formal restraint as strategies for building authentic connections with audiences fatigued by visual oversaturation and suspicious of corporate greenwashing, raising questions about whether such restrained aesthetic approaches genuinely reflect organizational values or simply represent the latest stylistic conventions of contemporary design practice.
Press Kit
- Unique Properties
- The idea was inspired by the Chinese characters 'Up' and 'Down', which serve as both characters and arrows representing upward and downward movements. Additionally, the concept of a 'circle' symbolizes vitality. We ingeniously blend the intrinsic meanings of 'up' and 'down' with their visual representations, thereby breaking the boundaries of language. Our goal is to emphasize the product's functionality and convey the brand's concept directly.
- Dimensions & Packaging
- The product measures 1250mm × 750mm × 2000mm and weighs 50kg. It is separated packaged in several corrugated cardboard boxes.
- Tags
- Brand, elevator, sustainable development
- Production Technology
- In terms of product manufacturing, we use highly efficient materials, with the motor having a lifespan of up to 100,000 hours and minimal electricity consumption, reducing energy usage. We prioritize reducing carbon footprint, employing environmentally friendly production processes and adhering to the principles of circular economy to minimize waste generation. As for packaging, we consistently strive to utilize eco-friendly kraft paper materials, reducing environmental pollution from single-use packaging while still conveying the brand's tone.
- Design Challenge
- Our design approach takes into account that elevator purchasers are often young people, but the ultimate users are elderly individuals. Therefore, we adopt a balanced design philosophy that aligns layout and graphics, satisfying the aesthetic preferences of modern young people while also providing elderly users with a more intuitive understanding of the brand's product functionality, simplicity, and sense of safety.
- Project Duration
- The project commenced its development in Chengdu, China, in January 2020 and was launched in Chengdu and Beijing in April 2023. It was exhibited at the Hong Kong Design Summit in March 2024.
- Operation Flow
- In the Asian market, we've observed that similar products are typically installed on walls of villas, clinics, and some subway stations. They operate on a single track, allowing only one person to ride at a time, and are priced high with numerous property condition restrictions. As for our product, we've innovatively utilized stainless steel dual tracks on the upper side and cement dual tracks on the lower side within corridors. With a load capacity of 150kg, it accommodates either two passengers simultaneously or one passenger with luggage. Featuring a hook-type design for easy removal, it takes up no space in the corridor.
- Research
- We direct all our efforts to address the needs of the elder adults who find it difficult to trudge up and down the stairs in older walk-up buildings in Asia where it is not possible to be retrofitted with an external elevator. Our design approach has considered that the elevator buyers tend to be young people, while the ultimate users are the elderly. Therefore, we adopt a balanced design concept to match layout and graphics and break language barriers to convey a sense of simplicity, directness, and authenticity in our visual identity.
- Inspiration
- Easygo focuses on elevator innovation, striving to meet the needs of elderly individuals who struggle with stairs in older walk-up buildings across Asia, where external elevators cannot be installed. Due to generational issues, some elderly individuals may be non-literate, hence we aim to convey clear and concise messages through our brand's visual identity, eliminating language barriers and benefiting all elderly individuals.
Colors of Easygo Corporate Identity
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Design Interview about Easygo Corporate Identity
The core idea behind this design is to create a visual identity that not only solves a functional problem but also emotionally connects with its audience. The inspiration came from observing everyday interactions and distilling them into a meaningful visual language.
The focus was on clarity and universality. I wanted to design a symbol that transcends language, works instantly, and reduces cognitive effort for all users, including children, elderly people, and visitors in unfamiliar environments.
I plan to promote EasyGo as a universal signage solution and explore possible applications in public spaces, transportation hubs, and smart buildings.
The concept development and refinement took around three weeks, including user testing, visual iteration, and environmental simulations.
This was a commissioned project. While the concept and creative direction were independently developed by me, it was designed in response to a real-world client need.
The design is currently being used and produced by the client. At the same time, I remain open to further licensing or collaboration opportunities.
As a designer focused on visual communication, I’ve always been drawn to the power of symbols. This project gave me a chance to reimagine a universally recognized yet rarely questioned design.
Yes, I was inspired by several modern minimalist designers as well as traditional cultural references.
The primary users are elderly residents living in older apartment buildings without elevators. The design aims to provide an intuitive and accessible interface for them.
Unlike traditional arrow-based designs, EasyGo uses a seamless, integrated form that merges upward and downward motion in a single loop, enhancing clarity and visual harmony.
The name “EasyGo” comes from the idea of ease and direction—it’s simple, intuitive, and directly reflects the action of moving up or down.
Mainly Adobe Creative Suite (Illustrator, Photoshop), along with sketching and digital prototyping tools like Rhino.
Its ability to replace two separate buttons with one integrated visual symbol without sacrificing usability or clarity.
This was an independently designed project. However, I consulted with architects and engineers during the product development phase to ensure technical feasibility.
Technology played a role in prototyping and simulating how the symbol would behave in physical and digital environments.
I conducted field research on elevator signage in over 20 buildings, comparing user behavior, signage clarity, and common misunderstandings.
The biggest challenge was creating a form that was new yet instantly understandable, avoiding both over-simplification and over-complexity.
I believed the concept of EasyGo could resonate globally, and international platforms would provide the visibility and feedback needed to improve it further.
I deepened my understanding of user-centered design and learned how to communicate complex ideas with simple forms.
I hope EasyGo can be a small step towards more accessible, unified visual systems in public design. Thank you for the opportunity to share it.
Grand Interview about Easygo Corporate Identity
The integration of directional Chinese characters within the Easygo Corporate Identity system represents a deliberate semiotic and typographic exploration that bridges cultural narratives with functional design. From the outset, my intention was to deconstruct traditional Chinese logographic elements and reinterpret them as part of a contemporary, modular visual language.In particular, characters like “上” (up) and “下” (down) possess dual-layer meaning — they are not merely directional indicators but also embody philosophical concepts of hierarchy, spatial orientation, and transition within Eastern culture. By abstracting these characters through a systematic graphic reduction process, they were transformed into universal symbols that retain their cultural authenticity while achieving cross-cultural accessibility.This methodology allowed the identity system to operate on multiple levels: visually intuitive for global users, culturally resonant for local audiences, and structurally coherent within the broader visual ecosystem of the brand. Ultimately, this typographic intervention reinforces the brand’s positioning as both rooted in Chinese identity and aligned with international design standards.
Balancing accessibility with contemporary aesthetics was a central challenge in the development of the Easygo Corporate Identity. The brand operates at the intersection of two distinct user groups: elderly individuals who prioritize clarity and functional usability, and younger purchasers who are driven by emotional resonance and modern design sensibilities.To address this, I adopted a human-centered, inclusive design approach. From a visual standpoint, the system employs simplified geometric forms, high-contrast color schemes, and clear typographic hierarchies to ensure legibility and intuitive recognition for older users. At the same time, the visual language incorporates minimalist aesthetics, modular graphic structures, and subtle cultural references that resonate with younger, design-conscious consumers.Furthermore, the strategic use of culturally symbolic elements — such as the directional Chinese characters — creates a sense of familiarity and trust for senior users, while the abstracted, systematized presentation reflects a progressive, forward-looking identity appealing to the younger demographic. This dual-layer design methodology ensures the brand is both approachable and aspirational, meeting functional accessibility standards without compromising visual sophistication.
The core social mission of Easygo—to address mobility barriers for elderly residents in Asia’s walk-up buildings—deeply informed every aspect of the visual storytelling. Recognizing that this project extends beyond product functionality to address social equity, I focused on creating a visual narrative that conveys both accessibility and dignity.The use of upward and downward directional symbols, combined with clean, intuitive iconography, ensures that the design communicates movement and ease. Meanwhile, the visual language emphasizes clarity, stability, and human-centered design principles, reflecting the project's commitment to improving daily life for vulnerable groups.
The circular motif within the Easygo Corporate Identity emerged as a visual metaphor for vitality, continuity, and inclusiveness. During the conceptual development, I explored how geometric forms could coexist with directional symbols to create a cohesive, symbolic language.The circle, traditionally associated with unity and life cycles, naturally complements the upward and downward directional elements. This combination represents both the physical motion of elevators and the broader notion of life progression and accessibility, resulting in a harmonious system where form reinforces function and cultural meaning.
Sustainability was embedded in the Easygo Corporate Identity from the beginning. Beyond visual design, material selection and production processes were guided by circular economy principles. The use of eco-friendly materials for signage, product markings, and printed materials reflects the project's environmental responsibility.Visually, minimalism reduces resource consumption while reinforcing clarity. This alignment between design aesthetics and environmental ethics ensures that the identity system supports both ecological sustainability and long-term brand integrity.
Creating a visual identity that transcends generational and literacy barriers required extensive research into cognitive ergonomics and cross-cultural communication. I studied visual patterns commonly recognized by both elderly and younger demographics, focusing on intuitive symbols, clear directional cues, and culturally neutral color palettes.User testing with diverse age groups validated the legibility and accessibility of the system. The result is a design language that communicates effectively across varying literacy levels, cognitive abilities, and cultural backgrounds.
The development of Easygo Corporate Identity from 2020 to 2023 reflects a dynamic response to evolving user needs and market shifts. Initially, the project focused primarily on functionality and accessibility for elderly users.However, as societal awareness of inclusive design and intergenerational products grew, the system evolved to incorporate stronger aesthetic elements, modular adaptability, and cultural storytelling. This iterative process allowed the identity to remain relevant, visually compelling, and socially responsible in changing market conditions.
Easygo's dual-track elevator system represents a technological breakthrough in mobility solutions, and this innovation directly influenced the visual identity. The system's ability to serve two groups simultaneously inspired the duality within the visual language.Graphically, this is expressed through mirrored directional symbols, parallel graphic structures, and balanced compositions that echo the dual-track functionality. The visual system thus reinforces the brand's technical advantage while making complex technology approachable for everyday users.
The minimalist aesthetic within Easygo Corporate Identity was intentionally designed to achieve both functional clarity and emotional resonance—a balance often considered contradictory. By reducing visual complexity, the system enhances legibility and user comprehension, which is critical for accessibility.Simultaneously, minimalism provides space for cultural elements, geometric symbolism, and refined details to emerge, fostering an emotional connection. This careful calibration ensures the identity is both efficient and emotionally engaging, reflecting both practical and aspirational brand values.
As Easygo expands across diverse Asian markets, the identity system is designed with cultural modularity, enabling localized adaptation without compromising core consistency. The foundational elements—directional symbols, circular motifs, and simplified forms—remain constant.Meanwhile, color palettes, typography nuances, and cultural references can be regionally tailored to reflect specific societal values or aesthetic preferences. This strategy ensures the identity retains its universal accessibility while resonating authentically within each cultural context.