The theme of the dissertation is an exploration of the unlikely relationship
between the modern branding theory and ancient Chinese philosophy.
The format of design based on the traditional Chinese stick called Hu,
which had used as a ritual baton, hold by Ministers when they
have an audience with an Emperor on the court.
Its concertina binding way matches the traditional Chinese book
format especially for proposal from Minister to Emperor,
and the dissertation is also a sort of proposal.
The black and white gradient refers to the combination of western and
eastern culture and also a suggestion of Yin and Yang.