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Alex Xiaojun Tian: Brand Identity - Tony Ward Studio

Alex Xiaojun Tian: Brand Identity

Photography and Mission Statement by Alex Xiaojun Tian






Women usually have a full closet of clothes: underwear, dresses, pants, shorts, sweaters, jackets, coats, etc. However, some women only have one hat or two. Hats, as accessories, serves more than a functional use, but more as items to bring up your whole look. We need more than one hat to match with an outfit. That’s why I have a total of ten hats in my wardrobe. Some for winter, some for summer, some for dark clothes, some for light ones. I only wear a hat if I want to impress someone, and it is an easy way to do so. Thus, I want to create a hat brand that is simple, elegant, and powerful. I want people to realize that a hat can really change the game.

My brand is called 田 TIAN, which is my last name. The logo is a circle with a cross in it. The circle echoes the edge of a hat and the “X” inside represents the first letter of my first name “Xiaojun”. The whole logo looks like the Chinese character “田”. The campaign is designed as a white  logo on top of a round picture, with my brand name and a slogan at the bottom. The whole idea is simple and yet contains many possibilities. Each hat has its own style, some of which are more elegant, and some of which are more casual.


About The Author: Alex Xiaojun Tian is a Senior enrolled in the Wharton School of Business, University of Pennsylvania, Class of 2017. To read more articles by Alex, go here: https://tonywardstudio.com/blog/alex-xiaojun-tian-apple-black-banana-grey/


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