Relaxing and finding inner balance is extremely important to those of us who live in a fast-paced, modern world. Zen has become more and more popular in different cultures and we can see the shadows of it in many of the products we interact with and use in daily life. It is being used in branding intentionally and unintentionally in some form but very few of these efforts are effective.

Through research and informational analysis, this thesis provides a simple way to understand Zen principles from psychological and aesthetic perspectives, and also identifies the similarities and differences between Modernism and Zen.

A case study was also conducted on an experimental brand to explore the possibility of applying Zen principles to Brand Identity in Contemporary Graphic Design. A brand manual was created using the knowledge and findings gathered through research. The project integrates research, informational poster design, and brand identity design.