GSS Global
Global tech identity rooted in Japanese symbolism and precision.
Creative Direction
When I started working on GSS Global, the challenge was clear. This was not just about making a tech company look modern. It was about creating a unified brand system for a company operating across Japan, Vietnam, and other international markets, while still respecting its cultural foundations and technical complexity.
GSS had a long history in software outsourcing, and it was expanding rapidly into automation and AI. Yet, visually, it lacked a strong identity. My goal was to create a logo and system that would carry meaning, not just style. It had to reflect clarity, trust, and global readiness, without leaning too heavily into cold, corporate visuals.
I built the logo concept around the idea of structure and symbolism. It needed to work across three branches, three countries, and three company identities. That led me to a design built on three symmetrical shapes forming a unified whole. It was also important to maintain a sense of cultural sensitivity - so I incorporated visual references to sakura petals, circuit paths, and the iconic Japanese sun disc, all interpreted through clean, modern geometry.
Throughout the process, I had to be careful with every design decision. The system needed to feel minimal but never generic. It had to speak to engineers and executives alike. And more importantly, it needed to scale - because GSS isn’t just growing in size, it’s growing in ambition.
Project Type
Branding
Time
Aug 2023 (3 weeks)
Role
Brand Identity, Logo Design, Concept Development
Credit
Tai Phan - Creative Director @TheDot
GSS Global is a Vietnam-founded tech company with a strong foundation in software outsourcing, automation, and AI solutions - built on long-standing collaboration with Japanese partners. As the company expanded across international markets, it needed a cohesive brand identity to unify its presence and reflect its growth.
This project focused on designing a modern, scalable identity system that balances cultural roots with technological ambition - creating a visual language that feels global, professional, and distinctly GSS.
Project Summary
This project challenged me to design with both cultural sensitivity and global functionality in mind. Every decision, from logo construction to system layout, was made to support a brand that values clarity, structure, and quiet confidence. It’s a system built to grow - rooted in origin, yet ready for scale.
Thank you for scrolling to the end. If you have any questions or are interested in collaborating on a similar project, feel free to reach out at hello.quinnspire@gmail.com.