Jeffery Cheah Perfoming Arts Centre Logo

This project presents the development of a logo identity proposal for the Jeffrey Cheah Performing Arts Centre (JCPAC), created in response to a live branding submission opportunity. The project explores the translation of movement into visual identity through abstraction, form, and rhythm. Inspired by contemporary dance poses and performing arts expression, the logo was developed into a dynamic lettermark derived from the initials “JPA.”

Throughout the process, I explored line extraction, simplification, composition, and colour application to create a mark that communicates performance, motion, and artistic expression while maintaining clarity and adaptability across different branding contexts. The project also included process development boards, monochrome and colour variations, and mockup applications to test scalability and visual impact.

The outcome reflects my growing ability to develop concept-driven branding systems through research, iteration, abstraction, and visual storytelling.