2006: 1kg More

Note: Design shown above was not adopted by 1kg More.


1kg More (short for “1 kilogram more in your travel pack”) is an unofficial cause of charity crossing over travel in China. It advocates an innovation in travel—that every traveler may help the local rural community in such a joyful way. In other words “Travel Makes a Better World.”

The underlying idea is that travelers bring 1kg of inexpensive educational materials in addition to their baggage to give away to someone who needs it along their journey, e.g., a child who cannot even afford a pencil eraser. The simple process of passing-communicating-sharing will no doubt enrich travelers’ experience and realize the positive cycle of charity work.

Today, 1kg.org manages a database of over 200 elementary schools that includes information on the following: (a) the number of students in the school, (b) students’ primary needs, (c) school names and contact persons, (d) detailed directions, including method of transportation and how an independent traveler can reach the school.

1kg More was honored with the 2008 Golden Nica in the Digital Communities category in Prix Ars Electronica.The Prix Ars Electronica is one of the most important yearly prizes in the field of electronic and interactive art, computer animation digital culture and music. It has been awarded since 1987 by Ars Electronica (Linz, Austria), one of the world’s major centers for art and technology.

What Swordi Studio Contributed

Swordi Studio provided brand management and marketing advice to 1kg More.

In June 2006 Oliver Ding, the founder of Swordi Studio, was invited to design the new visual identity system for 1kg More when it changed its domain name to 1kg.org from 1kg.cn. He provided two sets of new logos for consideration. Both of the design were not adopted by 1kg More. One of the design is shown above.

In March 2007 the 1kg More team prepared to launch a new project Twinbooks.cn, which aims to publish charity books for children living in the countryside. When they conducted the Chinese brand name and logo design contest, Oliver created and submitted a name and logo for consideration again.

In May 2007 the 1kg More team redeveloped the vision and mission of the project. Oliver provided his advice on brand architecture. In addition, he pointed out that 1 kg More is a great project name, not an organization name; and it was time to create a new organization name for its sustainable development.

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