Upstream stands as a swim club brand situated in Xiamen, China, with its main focus on providing in-person swimming lessons and offering a selection of swimming gear and associated merchandise. The genesis of its design concept draws from the perceptible sense of distance brought about by the shifts in swimming velocities. Guided by this notion, Min Hui Hu fashioned a dynamic logo that mirrors the varying distances experienced, a motif seamlessly extended across the entirety of the visual framework.

All images © by Min Hui Hu. Don’t hesitate to find more trending design projects in the Branding and Graphic Design sections on WE AND THE COLOR.

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