Han Gao Designs Empathy Museum Branding Around Chinese Character 同
Han Gao created the visual identity for the Empathy Museum, centering on the Chinese character 同 (tóng), which means 'same' or 'together.' The logo consists of five white rectangles, with two tall ones flanking a central group, all set against a cool grey backdrop. When seen at full size, it looks like a striking geometric shape, and at 80mm on a dark glass entrance, it’s just as eye-catching in white silk-screening. This design is also flipped in white on the museum's corrugated silver-grey metal facade, echoing the logo's rectangular theme. Gao’s wayfinding uses modular white acrylic panels and bold geometric sans-serif for directional signs, while the bilingual wordmark blends Chinese characters and Latin letters in varying sizes. The entire project is featured on Behance.
Key facts
- Han Gao designed the Empathy Museum branding.
- The logomark derives from the Chinese character 同.
- The mark consists of five white rectangles on a cool grey field.
- The logo appears silk-screened white on a dark glass entry door at 80mm.
- The same structure is reversed white on the corrugated silver-grey metal facade.
- The identity system uses three scales and one reference sheet with no decoration.
- Wayfinding uses modular white acrylic panels and a black inversion panel for the ground gallery.
- The bilingual wordmark pairs Chinese characters and Latin caps at two distinct sizes.
Entities
Artists
- Han Gao
Institutions
- Empathy Museum
- Behance