Branding l Logo design
ASA (The Association of Siamese Architects under Royal Patronage)
This is a logo that was designed for the ASA Logo design competition. The ASA want competitors to design a logo that can use independently to represent the organization or can be use along side with the official logo. Moreover, the logo must be designed in both Thai and English.
The original ASA logo consists of significant elements in Thai architecture and one of them is “Hua-med” which is an ornamental knop. It is used as a symbol by many architecture related-organizations so it contains a very strong identity for Thai architecture. The new logo derived from the original logo but in more simplistic way. “Hua-med” was subtracted into simple geometry forms such as a triangle and an oval shape. Then they were tilted, scaled and sliced in a certain way to create a letter form which is legible both in Thai and English. This piece of work demonstrates that despite the language barrier, in the world of design we can come up with a concept that align in both languages.