Extraordinary Talent – Terminal Assessment and Presentation of Brand, Identity and Public Space Class


(Jan. 13, Shanghai) The Terminal assessment of SIVA•DeTao Brand, Identity and Public Space Class was held on the morning of Jan. 13. A total of 25 students were assessed in the Design Classroom where Professor Michel de Boer, DeTao Master of Branding, Public Space and Visual Communication Design, reviewed students’ works with the help of his devoted team.

“SIVA•DeTao Advanced Class" is taught using innovative methods in a flexible working environment. The core curriculum focuses on Brand, Public Space, and Identity, and is supplemented by a number of interactive courses which form an integrated whole.

For the terminal assessment, the topics ‘Brand’ and ‘Identity’ were the main focus of learning. The course Brand required students to create a design with the motif ‘personal characters’, while the task of Identity required students to devise personal tableware with the theme ‘personal identity’.

The process of designing, sketching and modelling spanned a month. Students applied what they had learned over the semester resulting in diverse designs, including a Rubik’s Cube App, creative posters, books, and imaginary tableware, all typifying the designers’ characteristics and hobbies.

Each person in this world is unique, with their own distinct range of emotions. Such a wide mixture of feelings could be compared to the combinations of a Rubik’s Cube which can be arranged in 43,252,003,274,489,856,000 different ways. Multiplied by 54 Apps, the cube can represent a great number of moods. One student’s creation involved a Rubik’s cube with 9 Apps on each side, symbolizing the many different faces of one person’s character.

The design pictured above displays reshaped tableware with unique distinctions. The tooth resembles a cello bow, and the table bell is similar to the head of a dog. The sauce dish bears resemblance to a suitcase (luggage labels which show places frequented by the designer), a table mat which represents the skyline of a seaside hometown, and a stirring rod that resembles a vinyl record.

The poster design pictured above was inspired by the creator’s passion for astronomy. Having majored in science, his natural inspiration for the design was astrology and chemical formulas. Despite his favorite color being orange, he applied black to highlight his introversion, a bold choice in an aesthetically conscious world.

In the tableware creation pictured below, the chopsticks design was inspired by ancient bamboo slips, where the dinner plates were based on assembly models and templates of components. The candles were based on the designer’s nickname, the bottle opener was inspired by a robot hand, and the cake standing was derived from the structure of DNA.

Spectators can judge a person by his appearance or spend time with him to discover his personality. The piece ‘Creative Books’ encapsulated this idea and revealed the reading preference of the designer. The cover is colorful enough to typify the dynamic personality of the creator and his colorful life stories. Once opened, the reader is engulfed in the warm color of blue, representing the pure and peaceful mind of its designer.

The piece ‘Tableware’ was designed with the motif of colour which is implicit in the guitar-shaped pan, bicycle-shaped pumping carton, rocket-shaped hot pot, color-pencil-like chopsticks, cheering bottle opener, and desk-cloth. Personality and hobbies of the designer are reflected in the tableware through various different ways.

The first layer of the poster features a glistening sheet of mirror paper, indicating tranquility and seriousness. The second layer is striped beige material with a soft texture to give a friendly, accessible and reliable impression. Finally, the third layer is printed with a triangle in the middle. According to the designer, this represents his determined personality, while implying that he is a man of contradictions.

The colored joining of circles represents new conceptions and emotions from commonly seen happenings that are either funny or sentimental. The starry sky background signifies the designer as a unique being in the vast universe.

The DNA-shaped chopsticks in the tableware represent twin sisters which make up an integrated being. Pepper-like chopsticks represent a cubist pepper influenced by the designer’s love of spicy food. The media-player-like cruet set denotes the ubiquitous music in life. Photographic-film-like napkins are stored in pumping carton, printed with designer’s favorite film.

The conclusion of the assessment also marked the end of the current semester. According to sources, the Brand Recognition and Public Space Class effectively developed the interdisciplinary skills and market awareness of students while encouraging them to take part in projects and view the world from new perspectives. With in-depth participation in projects, students are taught the skill of designers who value customer demands and business opportunities while being able to achieve success in their chosen careers.