HEY.YOUNG is a premium apartment brand for young professionals under Beike.
In its visual identity system, the logo takes the form of a vertically oriented rectangle with a gradient that transitions from blue to white from top to bottom. This gradient treatment reflects the brand’s commitment to balance and harmony, while the overall aesthetic is modern and minimalist.
The design is inspired by the idea of “sea salt,” evoking the beautiful imagery of pure white salt and the blue ocean. The whiteness of sea salt conveys freshness and purity, while the blue ocean suggests serenity and vastness, inviting people to return to their true selves and inspiring a sense of longing. Together, these elements symbolize the brand’s love of life and its aspiration for a better way of living.
From a broader perspective, the blue-to-white gradient recreates the natural relationship between sea salt and the ocean. Through this visual expression, we hope residents can also experience the beauty and calm of nature. Based on this visual logic, we developed a systematic design language across color, graphic elements, and imagery, seamlessly integrating this pure and uplifting brand symbol into the overall brand experience. More than just a logo, it represents a lifestyle—one that brings a sense of nature, tranquility, and understated elegance to everyday living.