Background

Established in 2003, The Literary Centre is an independent non-profit organisation committed to building a socially-conscious literary community in Singapore. Supported by philanthropic contributions, the organisation incubates and develops literacy and literary projects that addresses contemporary issues.

The Brief

I was tasked to create a comprehensive brand guideline for the organisation inclusive of a new logo design.

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Design Process

Logo design

The winged rabbit was chosen to the icon of the organisation. From Japanese tale of The Rabbit in the Moon, a generous rabbit offered to sacrifice itself to feed a beggar, and for their kindness is rewarded with immortality as a celestial being on the moon.