United Christian Music Kindergarten (UCM) was envisioned as a nurturing and supportive environment for children in Hong Kong, a place where learning and growth is backed by the foundations of a unique music-focused curriculum.

Following UCM’s core beliefs, the logo is constructed from key motifs that combine together to form one meaningful symbol. At the forefront is the harp, an instrument spanning a vibrant history that dates back to biblical times, and which serves as an important Christian symbol for music, joy and worship. The strings of the harp form three crosses, a symbolic reference to the three crosses of Christianity, which is also imbued with profound meaning. The logo overall also resembles a crest, a symbol often used to represent academic institutions. The logo lastly also constructs an overall ‘U’ shape which is taken from the UCM name.

The brand identity is accompanied by a series of supporting graphics in a vibrant palette, applied across printed stationeries and collaterals. Building a playful graphic language, a set of icons were also designed for signage across the school campus.