Faculty of Design

Graphic Design

Yingfei Xu

GUO (fruit) Logo

Unlike the post-pandemic era (also known as the pre-Singularity era), in 2570 human beings no longer live on the surface of the Earth due to many reasons. As the sun enlarged, the surface of the Earth became too hot for human habitation. Toxins in the ocean have evaporated into the atmosphere causing constant acid rain that has caused the extinction of many, many plants and animals (The Sixth Mass Extinction). Bees could not survive the harsh climate globally. The last one was found in Toronto. Many of the fruits and vegetables from the post-pandemic era that humans used to consume for nutrients no longer grow—apples, bananas, lettuces, tomatoes, spinach, watermelons … All gone. As the drastic change in weather increased so did the risks and hazards on the Earth surface. As a solution, humans fled underground.The GUO logo is an oracle bone script character from ancient times for the word fruit. This character depicted a fruit tree with four round shaped fruits, each growing on one branch. This simple letter (pronounced gup) also had many other definitions and associations. For instance, besides meaning fruits, 果 can also define as consequences, or groupies when used in different contexts. The visual presentation of a fruit tree with fruits growing on them can be understood by all humans globally, whether educated or not.