Chief of the Worldly Birds
Logo Design
Logo design project that aims to translate the Rhinoceros Hornbill into a set of brand values expressed in visual, graphic form.
![](https://cdn.myportfolio.com/1166f5e526f56551829ef192e4c00d15/c9713986-1425-4289-add7-86b2388aa306_rw_1920.jpg?h=9900dcf05f1d53c881f5f5711a0ef954)
Chief of the Worldly Birds is a logo designed for the Rhinoceros Hornbill. The concept of the logo was derived from studying its characteristics: its form, behavior, as well as its relationship with the human communities around it. These characteristics formed the Rhinoceros Hornbill's set of 'brand values', which was then translated into visuals.
![](https://cdn.myportfolio.com/1166f5e526f56551829ef192e4c00d15/7ea5f71c-61fe-401d-82dc-46690ed2557c_rw_600.gif?h=7c693b282bc117e093313ad0cede7855)
Preliminary study on character and behavior:
![](https://cdn.myportfolio.com/1166f5e526f56551829ef192e4c00d15/8606d057-599a-43a9-93ee-8df947bb2f77_rw_1920.jpg?h=c4e8f19118ef5bc259e70a7a6c960e26)
![](https://cdn.myportfolio.com/1166f5e526f56551829ef192e4c00d15/b5d2e364-1073-4375-9ec9-1790d495f88d_rw_1920.jpg?h=a7ea78c293eb187041136440792335b0)
Preliminary study on form:
![](https://cdn.myportfolio.com/1166f5e526f56551829ef192e4c00d15/cf69d438-fa35-4dca-92d9-eb8659f1415d_rw_1920.jpg?h=e2c07f68af636323597e61db5675c3e3)
Development of logo / translating values into visuals:
![](https://cdn.myportfolio.com/1166f5e526f56551829ef192e4c00d15/e82576a7-99c4-4c70-b22e-5aa697042e89_rw_1920.jpg?h=09ab898f80f162f3658280b218a28626)
Development of logo / abstraction and stylisation:
![](https://cdn.myportfolio.com/1166f5e526f56551829ef192e4c00d15/ecdf007a-a7c5-4ad8-8b06-2e3f9209c899_rw_1920.jpg?h=d4b0ea5d9bbc5b5ff427fc5d36830aeb)
Further development of selected logo:
![](https://cdn.myportfolio.com/1166f5e526f56551829ef192e4c00d15/12b89246-aab3-44dd-8092-dcf644a54d93_rw_1920.jpg?h=b09e7baf76bf3dc80a568d4fee999ea9)
The semi-final selection:
![](https://cdn.myportfolio.com/1166f5e526f56551829ef192e4c00d15/d304d69b-0190-4fbc-8577-88956dee33fb_rw_1920.jpg?h=5f0581e673771bbf44e354e75a52a04a)
Final study of color:
![](https://cdn.myportfolio.com/1166f5e526f56551829ef192e4c00d15/8648cfea-66c1-4fbc-920e-562dd2eb2780_rw_1920.jpg?h=5c117a3cd023d4fcd9dd18f0e683df3f)
Course NTU School of Art, Design, and Media | Supervisor Candice Ng