Martin Chiang

The logo as a compositional element


Contemporary graphic design has been long revisiting the idea of the logo as the only element to be the source for the brand. Taiwanese photographer Martin Chiang´s brand design is an exploration around the rol of the logo in the creation of the brand as a whole. Approaching the logo as a unit part of a graphic pattern of regular use, make it to dissolve in the brand while still being remarkable.

Martin is a photographer with a background as a baroque basoon player. His eclectic education made us work with a multitude of references to history, different patterns and repeatable elements capable of generating rythm and harmony.

This ideas converge in a base module, a unit that can be repeated giving birth to complexity and capable of producing visually appealing compositions and graphic codes relatable to the brand.

The product of this process is a basic “graphic tile”, later used to cover surfaces, the same way an artisan would build a mosaic pattern, using simple translation and rotation rules applied to the motif. A double lecture of the symbol link it to M-artin effortless.

The possibilities of this aproach are many. This “graphic tile” is strong and remarkable enought to be presented separately on any given application. At the same time it can be used to produce a grid like pattern for backgrounds or decorated ribbons, or even serve as watermark for the photographs.

It also allow for a freestyle composition introducing a light-hearted side to the brand very in line with Martin personality.

Generating a pattern of general use related to the logo produce interesting result. Thus great coherence is achieved throughout applications, all of them sharing and reaffirming the symbol.

The resulting patterns are particularly efficient in applications such as the watermark for the online sharing of the photos, where it can be overimposed as a veil.


Brand identity design, graphic design, art direction

Logotype and other brand elements, portfolios, website, stationary


Martin Chiang