HKBU Musketeers Foundation Traditional Chinese Medicine Research Institute for Age-related Diseases
A new institute. An ancient philosophy.
Context
Hong Kong Baptist University established the Musketeers Foundation Traditional Chinese Medicine Research Institute for Age-related Diseases, a first-of-its-kind academic centre dedicated to applying the ancient wisdom of TCM to the modern challenges of an ageing population.
The institute required an identity that could carry weight on two registers simultaneously: the credibility of a world-class research institution and the deep cultural authenticity of a practice rooted in over 3,000 years of Chinese philosophy and healing tradition.
Direction
The institute is grounded in Traditional Chinese Medicine, a system shaped by the philosophy of Taiji. First recorded in the I-Ching, Taiji describes the dynamic principle underlying natural phenomena: a continuous movement between opposing forces, always seeking balance.
This same logic underpins TCM, diagnosing imbalance and restoring harmony through a holistic, long-term approach.
The principle of balance is most clearly expressed through the Yin-Yang symbol, where opposing forces are not separate, but interdependent. Each contains the seed of the other, forming a complete and unified system.
In practice, this philosophy is understood as a system. Acupuncture charts and anatomical diagrams map the body as an interconnected network, where each part is defined by its relationship to the whole.
Image Credit: Wellcome Collection
Historically, these ideas are often expressed through circular forms. From ceramic roundels to carved motifs, complex systems are contained within simple, balanced geometries.
These forms are structured through repetition, segmentation, and rhythm, organising meaning through clear, modular relationships.
Image Credits: The Met collection
These references informed a simplified visual language, reducing complex philosophical and medical systems into a clear, contemporary mark.
The result is a balanced, radial composition in which three interdependent elements form a unified whole, expressing continuity, harmony, and shared purpose.
Identity
The logomark is built around a balanced threefold structure that expresses the importance of balance, interconnected systems, and the institute’s core framework.
Three Founding ‘Musketeers’
The three founders united around a shared vision. Their equal positioning expresses partnership, unity, and collective strength.
Three therapeutic pillars
Herbal medicine, acupuncture, and the development of new drugs derived from Chinese medicine were brought together within a unified system.
Three focus areas
Neurodegenerative and neuropsychiatric diseases, obesity and diabetes, and osteoarthritis. Each colour represents a distinct research area within one coherent form.
Together, these elements form a cohesive whole that expresses balance, collaboration, and interconnectedness, principles central to Traditional Chinese Medicine.
The circular composition reinforces continuity and longevity, aligning with the institute’s mission to advance age-related research and position Hong Kong as an international hub for Chinese medicine development.
The deep blue conveys clarity, knowledge, and trust, reflecting the institute’s academic foundation.
Teal introduces a sense of restoration, sitting between knowledge and healing to represent the integrative nature of Traditional Chinese Medicine.
The earthy orange draws from natural ingredients such as goji berries, long associated with vitality and longevity, aligning with the institute’s focus on age-related health.
These tones are informed by cultural references, including a Qing dynasty baijia pao (“one hundred household robe”), where layered blues and teals create harmony, alongside traditional herbal ingredients that bring warmth and vitality to the palette.
Image credit: Art Institute of Chicago
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