Without much previous branding or identity to draw upon, we focused on the number "8" in GEC's name as the central branding element to drive its identity. Not only is "8" a particularly auspicious number in Eastern culture, it also shares a similar form to the infinity symbol. The primary logo is a combination mark; clean, bold typography anchored by an abstracted 3D infinity sign. The secondary two-tone version serves as an alternative for simple print applications.