Design | Lii Inc.

Visual Identity

Logo

We used the circle—the most unstable yet ever-changing shape, and a symbol of strength and stability—as our motif. We expressed growth through heartbeats, repetition, and the 33.6-degree angle at which we begin to run.

Logo

The logo features familiar geometric shapes found everywhere in our daily lives. To infuse movement into that everyday life and make it “Life is interesting!”, we represented “ii” with “Moving Beat.”

Main Color

Lii Orange
Pantone 805 U
#FF6753
RGB (255, 103, 83)

Black
#000000
RGB(0, 0, 0)

We chose “Lii Orange” after drawing inspiration from the way blood flows through the body when we move, and from the warmth of skin as our body temperature rises. We envisioned a “highlighter” that adds a splash of color to everyday life, and designed the visual so that areas where colors overlap become darker, just like a marker.