Esther Lee
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GoCo | Identity

brand identity, logo design

Branding Wanderlust

Formerly known as Spatality, GOCO is a global luxury hospitality consultancy based out of Thailand. GOCO is a combination of the GO in the founder's first name "Ingo" and the CO in "consultancy".

I explored a variety of treatments from calligraphic to ornamental. The concentric simplicity of the final GOCO logotype—with the word "CO" nested inside the word "GO"—subtly conveyed a sense of the company's consulting foundation encapsulated by the notion of travel and wellness.

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