Crafting a personal brand for myself was probably the most challenging project to tackle. I wanted this to embody elements that make me authentic — my cultural roots, the energy and vibrancy in my work, and meaningful exploration.

Crafting a personal brand for myself was probably the most challenging project to tackle. I wanted this to embody elements that make me authentic — my cultural roots, the energy and vibrancy in my work, and meaningful exploration.

A Challenge of Identity

Since childhood, I struggled to identify with my heritage.
As a second generational American, there was always a tension growing up between staying true to tradition or adopting new ones.
I have no regrets about my upbringing, but felt something missing if I were to forge my brand without reference to my home.

Vietnamese 101

Vietnamese is a tonal language. The meaning of words can be distinguished by the specific tones in which they are pronounced and the marks used. When my name is fully written out with the proper accent marks, it looks like this:

lizzie-nguyen-full-name
underdot

Underdot

This low, glottal tone is defined with a dot below the baseline.

tilde-accent

Tilde

The "squiggle tone" creates a high and then falling pitch start, like a question in tone.

circumflex

Circumflex

When combined with other accents, like the Tilde, it creates a whole new tone.

Experimenting with placement and slightly varying weights was fun!

In the end, I wanted to maintain the abstraction of the logomark not so much a vague representation of a mustached man, or a Japanese winking emoticon 😉

personal-experiment

The Final Look

final-logo
lizzie-nguyen-business-card
Lizzie Nguyen

Digital Product & Visual Designer

Say Hi

hello@lizzienguyen.com