ChingFa Lung

GoPro Rebrand

A new angle on adventure

Designer

ChingFa Lung

Instructors

Simon Johnston

Role Identity Design

Guideline Development

Art Direction

GoPro has a bigger future, making the action camera and creating a platform for people to share and watch how others grow as professionals.

The new identity of two triangles implies moving up, betterment, and ultimately becoming pros. The unusual stacking of two triangles also signifies the dynamism of the challenges users would capture. The geometric logotype complements the hard-angled shape of triangles. These new angles from both elements represent the new angle of how we see the world through the lens of GoPro.

To further promote the brand slogan "Be a Hero," the "10 thousand hours makes a hero " documentary film was curated and created. It is a visually rich documentary film that documents the stories of the world's most influential professionals in a variety of disciplines. To be a hero is not a result; it is all about the process.

Index ↵

GoPro Rebrand

A new angle on adventure

Role Identity Design

Guideline Development

Art Direction

GoPro has a bigger future, making the action camera and creating a platform for people to share and watch how others grow as professionals.

YouTube Brand Standards Book

This 326-page Smyth Sewn-bound book documents YouTube’s design evolution from 2005 to 2021. Created by YouTube’s brand team in collaboration with Hybrid Design, it serves as both a historical archive and a tactile expression of YouTube's visual identity. It showcases the brand’s logo history, design philosophy, iconography, typography, color palettes, and real-world examples of design applications.

Printed in California, the book uses a combination of premium papers, including 80# McCoy Gloss, 80# Keaykolour Pastel Blue, 80# Mohawk Superfine Eggshell Ultra, and 70# Mohawk Via Light Grey Smooth, offering a rich sensory experience. The result is a statement piece that translates YouTube’s digital presence into a lasting physical form, designed to inspire and document the brand's ongoing evolution.

YouTube Art Department:
Amy Yip, Andrew Lebov, Ash Qualischefski, Ching-Fa Lung, Chris Bettig, Earvin Fanfair, Emily Barrera, Jesse Lefkowitz, Jessie Zo, Kelsey Mayfield, Maegan Clawges, Rachelle Moon, Robyn Lee

Hybrid Design:
Caleb Kozlowski,Sarah Jean Recht,Hanna Goransson,Katie Ball

Creative Direction & Photography:
Scott Snyder

Print Awards 2022 Books - Entire Package - First Place Winner
Core77 Design Awards 2022 - Visual Communication Award - Notable