ISHCMC-AA

The ISHCMC-AA Brand Identity Redesign Project was created to renew the visual identity of an established American international school in Ho Chi Minh City, reflecting its academic excellence through a modern and inspiring design system. The project redefines every visual element — from the logo, inspired by the Ho Chi Minh City Hall and meticulously constructed on a precise modular grid, to the color palette of four tones symbolizing ambition, knowledge, and openness. The typography system balances contrast between a sturdy Slab Serif and a clean Neo-Grotesque Sans, representing both tradition and youthful energy. The pattern system, derived from architectural motifs of the City Hall, extends across layouts and environments, enhancing recognition without overusing the logo. Together, these elements shape a cohesive and meaningful identity where heritage meets modernity, echoing ISHCMC-AA’s vision of Inspiring the Extraordinary.