The Department of Management at HSUHK | Branding Design
Brand Story:
Brand Background
he Department of Management at The Hang Seng University of Hong Kong (HSUHK), under the School of Business, carries forward the prestigious legacy of the former Hang Seng School of Commerce. Since HSUHK’s elevation to university status in 2018, the department has been dedicated to nurturing future business leaders through a blend of theory and practice. To align with its strategic evolution and meet the demands of a rapidly changing global landscape, the department now seeks a new branding design that reflects its commitment to future growth and academic excellence. Currently, the department offers three distinctive programs:
The Bachelor of Business Administration (Honours) in Management provides comprehensive training in management fundamentals, equipping students with core knowledge in organizational behavior, strategic management, and electives in areas such as human resources, banking, finance, and insurance.
The Bachelor of Business Administration (Honours) in Human Resource Management focuses on developing HR professionals, delving into key areas such as talent acquisition, compensation and benefits, and performance evaluation.
The Bachelor of Business Administration (Honours) in Global Business Management cultivates a global perspective, with a focus on international business environments, cross-cultural management, global economics, and trade.
The department regularly organizes industry talks, simulated summits, and professional exchange activities, inviting seasoned practitioners to share real-world insights, ensuring students stay updated with the latest industry trends. Additionally, comprehensive career counseling services are provided to support graduates in entering fields such as human resources, banking and finance, insurance, and international business management, ensuring high competitiveness in the job market. Through these carefully designed programs and activities, the Department of Management offers a high-quality education that blends theory and practice, laying a solid foundation for students’ future careers.
Branding Concept
We developed the new branding identity for the Department of Management at HSUHK around the core strategies of systematization, internationalization, and youthfulness, aiming to create a unified, recognizable, and impactful visual system. The logo centers on the creative element “MGT,” a concise and powerful abbreviation derived from “MANAGEMENT.” This not only clearly reflects the department’s identity but also addresses the issue of the original lengthy and hard-to-remember name, establishing a visual symbol that is easier to communicate and memorize, laying a strong foundation for the department’s future brand development. In terms of color usage, the department has revisited its historical roots, reintroducing the red hue used in its early days as the primary brand color. This choice pays homage to tradition while infusing red with new contemporary meanings—symbolizing vitality, professionalism, and leadership. It also distinctly differentiates the Department of Management from other departments within the university’s visual system, enhancing brand uniqueness and recognition.
The logo design is creatively constructed based on the “MGT” typography, with an outward-expanding form and dynamic, tension-filled lines, symbolizing the discipline’s balance of internal and external cultivation, as well as its dynamic and static qualities. The implicit triangular structure signifies efficiency and development, echoing the critical role of effective leadership and scientific management in organizational growth in modern enterprises. The “T” shape draws inspiration from the Velvet Tams, subtly connecting to the university’s traditions, while the fusion of the “G” with circular elements symbolizes a global vision and the cyclical nature of management dynamics, reflecting an internationalized development direction.
The overall design is minimalist, modern, and globally appealing, ensuring consistent recognition across various media and application scenarios while aligning with international aesthetic trends. This enhances the department’s image and competitiveness in the global education market. The youthful visual language resonates with the emotions and aesthetics of Generation Z, fostering a stronger sense of identity and belonging. The logo encapsulates deep symbolic meaning, reflecting the department’s mission of balancing theory and practice, being rooted in Hong Kong, and embracing a global outlook. It also signifies the department’s commitment to continuous innovation and excellence, further uniting the community and driving sustained growth in brand value.
The logo design is creatively constructed based on the “MGT” typography, with an outward-expanding form and dynamic, tension-filled lines, symbolizing the discipline’s balance of internal and external cultivation, as well as its dynamic and static qualities.
The overall design is minimalist, modern, and globally appealing, ensuring consistent recognition across various media and application scenarios while aligning with international aesthetic trends.
What we did:
Logo Design, Naming, Branding Design
Branding design for The Department of Management at HSUHK
Client/Project: The Hang Seng University of Hong Kong
Creative director: Vince Cheung
Design and illustration: Lin Yi
Photography: Justin Tsao
