Hyowon Kwon’s “General Dynamics Brand Identity” is a standout school project crafted under the guidance of Professor Natasha Jen at the School of Visual Arts. Through research-driven storytelling and a crane-inspired motif, Hyowon reimagined the visual identity of this defense industry giant, capturing its legacy of innovation and connectivity. The project’s compelling approach earned a Gold Award in the 2024 New Talent Awards, highlighting Hyowon’s ability to fuse technical precision with creative ingenuity.

By: Hyowon Kwon, Graphic Designer Intern, Pentagram, & Former Student, SVA

This project centers around General Dynamics, a global leader in the defense industry with a complex and dynamic history. Known for its cutting-edge technology and engineering, General Dynamics operates across four major fields: aerospace, combat systems, marine systems, and information technology. The company’s commitment to innovation and interconnection across these sectors is what makes its brand identity both challenging and exciting to work with. My visual approach was to capture the essence of General Dynamics’ legacy while conveying its relevance in the modern world.

My Inspiration

The origins of General Dynamics in boat manufacturing provided a unique and compelling foundation for this project. In the early days, cranes played a pivotal role in assembling large, complex pieces of equipment, especially in shipbuilding, where precise connection of various parts was essential. The crane loop, in particular, symbolized the company’s strength and efficiency in unifying distinct elements into one powerful machine. This loop represents more than just a physical tool; it embodies the core values of General Dynamics—innovation, connectivity, and strength—which have propelled the company forward since its inception.

The crane loop is a metaphor for how General Dynamics has continued to evolve and expand, seamlessly integrating new technologies and areas of expertise to form a cohesive whole. Within various company divisions, from aerospace to marine systems, the crane loop can be seen as a unifying element, symbolizing the company’s dedication to engineering excellence and interconnectedness across different sectors. This loop is not only functional but emblematic of the early spirit of innovation that drives General Dynamics today, bridging the company’s historical roots with its present-day identity as a leader in the defense and technology industries.

My Creative Strategy

The visual direction was created based on the fundamental concepts of “Recombination,” “Connection,” and “Engineered.” It uses a collage to illustrate how different elements can combine to form a new visual, symbolizing how General Dynamics could continue to evolve. The diagram of a crane inspired the display typeface and serves as one of the elements in the overall collage, acting as a common tool across all areas of defense technology.

The Challenges I Faced & How I Solved Them

When I started this project, I thought a lot about how to present the identity of a defense company—which could feel unfamiliar to people—in a way that would be engaging and relatable. To overcome this challenge, I conducted extensive research and focused on highlighting the unique characteristics of General Dynamics that set it apart from other defense companies. I experimented with typography and art direction to create a fresh and innovative approach. By incorporating various elements that could fit within the broad theme of collage, I completed the project with a visually engaging and novel finish.

What I Learned From This Project

One of the most rewarding aspects was the deep research phase, which informed my work and shifted my perspective on the importance of understanding a brand’s unique qualities. This research laid the foundation for exploring and expressing what sets General Dynamics apart from other companies in its field. I was able to experiment freely with typography and art direction, aiming for a style that felt authentic to the brand but also pushed traditional boundaries. Incorporating elements from collage allowed me to explore a broader theme while adding depth and variety to the visual narrative.

This project has taught me that meaningful design goes beyond just following trends—it’s about tapping into the brand’s essence and finding ways to communicate it visually in a way that resonates with people. Through this process, I gained confidence in my ability to think outside conventional frameworks and appreciate the role of research as a key element in creating impactful designs. Overall, the project has deepened my commitment to bringing fresh perspectives to design and has inspired me to continue pushing the boundaries of my creative work.

My Advice to Fellow Creatives

By stepping away from commercially prevalent and often stereotypical visual trends and focusing instead on in-depth research and the brand’s unique characteristics, it’s possible to achieve a fresher, more innovative outcome. For me, research is the most important part of the branding process, as it allows for a new perspective on the work and helps to establish an interesting design direction.

What This Project Means to Me

As a designer, I am committed to deepening my focus on the research and idea development process to create truly iconic and innovative visual outcomes. Through thorough research, I aim to uncover layers of meaning that make each design unique and resonant. My approach involves weaving small and large elements together, ensuring they align to convey a unified message through diverse visual expressions. By focusing on details and the overall impact, I strive to develop work that feels unexpected, distinctive, and refreshingly new.

This dedication to research-driven design is how I plan to continue pushing boundaries, finding fresh perspectives, and delivering work that resonates on multiple levels. Whether working on brand identity or visual storytelling, each project is an opportunity to blend thoughtful insights with creative execution, crafting designs that are not only visually compelling but also deeply meaningful.

I am a graphic designer based in New York City, known for my expertise in crafting visually compelling stories through design. I hold a degree from the School of Visual Arts, where I honed my skills in using visual storytelling and research-driven image creation. My work is defined by its ability to evoke emotion and spark thought, using carefully developed visual systems to foster a direct connection with my audience. Each piece is designed to resonate deeply, making my work not just visually striking but also intellectually engaging. Drawing inspiration from my rich and varied interests—including science, photography, history, and fine art—I bring a multidisciplinary perspective to my design projects. My early experiences in Seoul, South Korea, add a unique cultural dimension to my work. This diverse background fuels my ability to approach my work creatively, pulling from a broad range of influences to create designs that are not only innovative but also meaningful.

Social: Instagram, LinkedIn

Discover other New Talent 2024 winners here.