theDesk is a co-working space founded in Hong Kong with a mission to create inclusive local and global communities while supporting the growth of businesses for both members and the surrounding neighborhood.

From the very beginning, theDesk wanted to establish a brand that differentiated them from other co-working spaces by emphasizing their focus on people, community, and connection. The logo itself features one round and one rectangular shape, representing tables joined together to form a "D" for theDesk. Tables are places where people gather and connect to build communities, and theDesk provides a platform for collaboration. The logo is also used as a base element for a variety of pattern compositions, highlighting the flexible and diverse nature of theDesk.

Taking inspiration from modernist design, the geometric simplicity of the branding and logo reflects the sleek and intentionally minimal architectural spaces of theDesk. In addition, a clear signage system featuring coherent typography and icons derived from the logo helps ensure ease of use and navigation. With a full range of stationery and print applications, this comprehensive branding strategy affirms the unique value of theDesk's inclusive community.