We had the distinct pleasure to interview award winning designer YATING LIU about their original and creative Visual Identity design work. YATING LIU is an award-winning communication designer, that makes our world a better place with their original visual identity works.
YATING LIU ("YL") answered Design Interview ("DI") questions about their award-winning work Unicorn Rebrand Visual Identity. Interview questions prepared by Frank Scott.
YL : This is a rebranding project for Unicorn Taco, a New York-based taco brand specializing in Mexican food. The design features a lively and bold color palette, complemented by badge graphics that resonate with the college student identity. These elements work together to create a more enticing brand image, appealing to a youthful audience.
YL : After winning the award, I will reach out to various media outlets to publicize my achievement and share my creative philosophy with a wider audience. I also hope to connect with like-minded designers through this exposure. Additionally, I plan to participate in several exhibitions, which is an excellent way to promote my work and meet designers from around the world.
YL : I spent approximately six months completing this work. Of course, I didn't work on it every day; the process included brainstorming the name, designing the logo, and making numerous adjustments and revisions along the way.
YL : College student in New York City
YL : "Unicorn" carries a dual meaning: it represents the mythical creature "Unicorn," aligning with the brand's weekly flavor launches, and can also be split into "Uni" and "CORN," symbolizing "university" (as the food truck targets college students near universities) and "the taco." The exclamation mark at the end of the logo mimics the third letter "i," a distinctive punctuation mark in Spanish.
YL : I primarily used Adobe Illustrator and Photoshop to complete this work.
YL : The design showcases a vibrant and bold color palette, enhanced by badge graphics that resonate with the identity of college students. These elements collaborate to craft a more appealing brand image for a youthful audience. Moreover, each product name in the menu design cleverly incorporates terms closely related to college life, such as "all-nighter," "group project," and "brainstorm," ensuring that every aspect of the design is closely tied to the brand's core, ultimately creating a cohesive and unified visual system.
YL : The challenge of this brand design is to ensure that every element is closely connected to the brand's core, resulting in a cohesive and unified visual system. For instance, the logo design effectively integrates various pieces of information—such as the brand's origin, product characteristics, and target audience—into a simple yet unique and detailed graphic.
