When CirCO – a coworking space in Saigon, Vietnam – decided to grow their business to more than one location, they asked us to expand their brand identity system. At the very start of the project, we knew that we do not want the result to be “over-branded” but rather fun and easy for CirCO’s team to use. Therefore, based on the existing brand identity, we develop a new concept of “an individual | a crowd | a group | a Team” using a pixel-grid-based-system. The result is an infinite set of icons which helps brand recognition but isn’t heavily imposed.