Rebrand
project overview
client:
Guruonline
services:
Rebranding
industry:
Digital Agency
role:
Senior Digital Designer
About
Guru Online
Guru Online HK is a Hong Kong-based, publicly listed digital marketing agency founded in 2007, specialising in integrated advertising, social media, and creative technology services.
This project was a full rebranding engagement, centred on redesigning the logo to better reflect who Guru Online HK is today — and where the industry is heading.
Concept
G For Guru
The rebranding centred on a single, powerful idea: G for Guru. Rather than a wordmark or literal representation, the goal was to create one symbol that could carry the entire brand — instantly recognisable, yet layered with meaning.
We deconstructed the letter G and embedded the elements of G, U, R, U within a single unified form. The result is a logo that reads as G at first glance, but reveals the full identity of Guru on closer inspection — a visual metaphor for the company itself: integrated services, interconnected, complete.
Adaptation
Branding
Innovation, Technology, Creativity, and Passion.
On colour, we made a deliberate decision to retain Guru's original green — preserving brand recognition. To this foundation, we introduced four new brand colours. Each representing a core pillar of what Guru does ： Innovation, Technology, Creativity, and Passion.
The result is a palette that honours the past while signalling where the brand is going.
Online to Offline
The work didn't stop at the logo.
We extended the brand symbol into the company's physical space — integrating Guru's visual identity throughout the office interior. Surrounded by the brand at every turn, employees don't just work for Guru. They feel it.