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Toronto Chinatown Land Trust
In 2023, I designed the logo for the Toronto Chinatown Land Trust, and in 2024, I decided to develop a comprehensive brand system and new website design. The TCLT is a non-profit community-controlled effort to build an inclusive, culturally competent, and ever evolving Chinatown in Toronto. The goal of my design is to convey the energy of Toronto's west Chinatown neighbourhood, honouring the DIY culture of the community, while also creating an accessible and easy-to-use system for a grassroots organization.
Client: Toronto Chinatown Land Trust
Course: Design Thesis, GBC
Deliverables: Brand guidelines and mobile website
2023 and 2024
Concept:
Photos by:
Yi Shi, Maylyn Quan, Long Time No See Collective, Hannia Cheng, Chinatown BIA, Katie Kirk, Sara Kohler, BlogTO, and myself.
What makes Chinatown feel like Chinatown?
Throughout thesis, my goal was to reflect the neighbourhood in a way that feels genuine and in-touch, without falling into any stereotypical representations. In Toronto, Chinatown has had to move around, since Old Chinatown was bulldozed in order to make way for Nathan Phillips Square, we don't have the architecture typical of Chinatowns in other cities. So if it's not the structure, then what makes Chinatown feel like Chinatown? For this project, I looked to the signage, the menus, pamphlets, the posters layered on posters, the trinket and veggie stands—all these things that the people are putting out into the neighbourhood. I was inspired by the texture of the neighbourhood and the ways in which the community activates the space.
In order to fold these elements into the brand identity, I had to let go of striving for design perfection and focused instead on conveying that DIY sensibility. The illustrations are hand-drawn with imperfect, charcoal line-work; the colours are chosen to be complimentary yet complex in their relationships; the Chinese display type emulates hand brushed calligraphy; and the English type references signage found throughout the neighbourhood. I also worked with symbolism that would feel familiar and welcoming, yet still fun and energetic, for the target demographic. The logo, for example, takes inspiration from the longevity pattern used on dishware found in family homes. The concept of the dish symbolizes community nourishment while also nodding to the Dish with One Spoon Treaty that we operate under. Fu dogs (or Chinese guardian statues) were incorporated to give a sense of community protection.
Chinatowns are complex neighbourhoods, created out of a need for survival, and continue to serve as much needed sources of affordable and culturally-competent goods and services. This is a diverse, multi-lingual, and intergenerational neighbourhood. Therefore, while the branding should reflect the maximal energy of the neighbourhood, it also needs to be accessible to the target demographic and realistic for a grassroots organization to work with. This project is currently designed primarily in English, but my goal is to expand it (with the help of translators) to include the various dialects spoken in this area.
Brand System
Brand Application
Process and visual exploration
Website site map