BRAND DESIGN
GLO-TECh
2023
Glo-Tech was a branding and identity design project created for the reimagining of a global semiconductor manufacturer. The brief required selecting an existing technology brand and developing a complete rebrand from brand strategy and values to visual identity and application. I chose to redesign TSMC (Taiwan Semiconductor Manufacturing Company), transforming its dated identity into a more progressive and globally recognisable brand. The aim was to modernise the company’s perception, reinforcing its position as an innovator and pioneer in the technology industry through a strong and future-focused identity.
KEY OBJECTIVE
The main objective was to evolve TSMC’s corporate image while retaining its heritage of innovation, quality, and trust. Key goals included developing a refreshed brand name, tagline, and mark that would feel timeless, clean, and adaptable across global markets. The project also focused on defining core brand values, innovation, integrity, and progression, and ensuring they were reflected through consistent tone, colour, and form. Strategic outcomes involved improving accessibility, creating a unified brand system, and producing detailed identity guidelines to maintain cohesion across all applications.
THE DESIGN
The final identity introduced Glo-Tech, a refined brand that symbolises “Global Technologies.” The logomark combined the shape of a globe transitioning into microchip circuitry, representing connectivity, growth, and technological advancement. A bold sans-serif typographic treatment replaced the original serif logo to reflect modernity and clarity. The blue-to-red gradient expressed both innovation and energy, while the structured layout and white-space rules ensured adaptability in print and digital contexts. The resulting brand system positioned Glo-Tech as a confident, future-ready identity, one that embodies innovation, progress, and global impact.
