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Y Studio's Visual Identity Design Unveils Escher's Optical Illusion Principle

Y Studio's latest Visual Identity (VI) design, Y Design, draws inspiration from the 72 changes of the Monkey King in the renowned Chinese novel "Journey to the West". The logo features 72 variations, each employing Escher's optical illusion principle to create a geometric "Y" letter on a projection plane. This innovative approach aims to convey Y Studio's research positioning in different spaces.

The logo on all paper promotional materials is created using embossing technology, leveraging light and shadow to produce a striking three-dimensional effect. Y Design is primarily used in studio supplies and is crafted according to regular sizes.

The project commenced in March 2023 and was completed in May 2023 in Kunming. The design team, including Liu Kaiyi, Li Yingxing, and Zhang Weiwei, overcame the challenge of creating a variable character from a simple "Y" element, resulting in a visually captivating and conceptually rich design.

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