As a wholly-owned subsidiary of a famous art institution in China-Artron Art Group, Orientional Keyart devotes to the planning, publishing and dissemination of high-end art books. In addition, the introduction of elaborate books from the world’s leading art books publishing institutions is the key project section of Orientional Keyart. During the design process, while attaching importance to the convenience in the cooperation and communication with foreign publishing houses, the simple visual language is thus used. Especially, red color Song typeface reveals the characteristics of contemporary China and the letter ‘K’ (the initial letter of Keyart) is combined with the Chinese character for “water” (水), with the meaning of richness, implies the long history of culture.