CHERUBY

Founded by Cherry Xu, CHERUBY is an organization dedicated to fostering cross-disciplinary collaboration and cultural production at the intersection of art and fashion, building a platform that merges local and global perspectives. Through exhibitions, artist residencies, dialogues, and public events, CHERUBY connects practitioners from multiple fields—including artists, designers, researchers, and curators—to engage deeply with local communities and nourish a diverse cultural ecosystem. We created a complete visual identity system for CHERUBY, which includes the brand logo, a custom English typeface, website design, and a range of application templates for office use, posters, WeChat official accounts, and more. The design is centered on CHERUBY's core philosophy of "connecting creative individuals from different fields." Inspired by the concept of linking disparate jewelry components to create a complete piece, we deconstructed the letters of the brand logo and the various sections of the web design into dynamic, interlocking combinations of varied sizes. This approach echoes CHERUBY's mission to break down barriers and fuse diverse elements. This visual system carries a deeper meaning, which is further explored in the typeface design. We developed a font family with three styles of increasing complexity. Two of these styles feature curved terminals at the end of the strokes, reminiscent of the curling threads of a fabric spool. This detail, along with the fabric-like motion graphics on the website's homepage, allows us to establish a subtle yet strong visual link to the fashion world, while also reflecting CHERUBY's playful, unconventional, and experimental spirit.

CHERUBY 是一家由 Cherry Xu 创立的、致力于推动艺术与时尚间跨界合作和文化生产的机构，并由此构建融合本土与全球视野的平台。CHERUBY 将通过展览、艺术家驻留计划、对话、公共活动等项目，联结艺术家、设计师、研究者、策展人等多领域实践者，深入本地社区，滋养多元文化生态。

我们为CHERUBY创作了全套视觉识别系统，包含：品牌标识，品牌英文字体，网站设计与各类应用模版（办公、海报、公众号…） 设计内容围绕“连接不同领域的创意个体”的核心理念。就像在用不同材质的饰品组件彼此链接成一个完整的首饰一样，从“串联”不同社群这一概念出发，我们将品牌标识中的字母与网页设计中的各类版块都解构为大小错落、灵动拼合的组合，去呼应CHERUBY想要打破壁垒、融合多元的意识。 这样的系统语言也有另一层含义，比如在字体的设计工作中，我们开发了三种程度从简单递增到复杂的字体。其中的两款字体，于笔画尾端融入了卷曲的线条，仿若布料线卷的弯曲笔触。这和网页首页展现的布料动态同样，我们希望以视觉语言建立起机构与时尚领域的细腻关联与连结，同时也呼应CHERUBY玩味、不拘常规且充满实验性的气质。