Pagoda Red is a curator and retailer of rare and unusual artifacts from Asia, with locations in the West Loop and Winnetka. They embrace beauty in furnishings that have weathered time and honor those that have survived trends. After 17 successful years in business, they came to us in need of a brand refresh.
We designed their brand and materials to uphold the same qualities as their pieces—textured, timeless and sophisticated. Inspired by the Chinese philosophy of Yin and Yang, we used contrasting opposites throughout their identity—smooth and rough, shiny and matte, dark and light—to create balance and wholeness. Since most of their pieces were originally commissioned by wealthy men and women for their homes in 18th/19th century China, we chose gold as their accent color, which symbolizes wealth and riches in China. The lines in the logo are a modern, deconstructed interpretation of a pagoda and the rectangular icon was inspired by their roots and luck with the number 8.
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