Century Brand Identity Program

Century designs car seats, strollers, highchairs, and play yards with one overriding goal: to create a happy world for the next century. To get there, the company reaches out to parents who sometimes feel overwhelmed by all that goes into raising children. The new brand identity program celebrates parents, letting them know that Century is there for them with simple, affordable, and uniquely sustainable baby gear. The new brand personality was infused into all aspects of content development, from product names and packaging to web content and social media. The intention was to connect with parents across every brand communication with a touch of humor.

Designed by: Newell Brands Design

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Started in 2014, idus is the largest online platform for the handmade market in Korea. It provides an online marketplace that brings together artists and customers, creating a culture the supports Korea’s growing handmade goods industry. The new branding created diverse stories with the slogan “make your story,” along with flexible graphic motifs. The graphic motifs are based on the characteristic properties and movements of thread, a metaphor that penetrates the entire brand. It symbolizes the notions of handmade and connection, reinforcing its function as a platform that connects artists and customers to celebrate and appreciate handmade goods.

Designed by: Kiyoung Jung, Doohee Lee, Taehee Lee, Hyuncheol Ahn, and Rang Choi of Huskyfox for idus

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The Korean Air X Hyundai Card Credit Card Design

Korean Air X Hyundai Card credit card is the first exclusive airline credit card in Korea. It was created in a partnership between Korean Air, Korea’s largest carrier, and Hyundai Card, Korea’s major credit card company. The card comes in four types: 030, 070, and 150, which are reminiscent of flight numbers, and “The First,” which caters to premium members. Various motifs are applied to the cards to depict the thrill of travel, inspired by a boarding pass, a luggage tag, fuselage rivets, and airplane wings. The premium card depicts views from an airplane window, such as a sunrise, sunset, and aurora.

Designed by: Richard Sungmin Ahn, Kyeongha Lee, Doonam Lee, and Taeseok Choi of Design Lab of Hyundai Card

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MX BOOST is the new name for the M and X credit cards from Hyundai Card. This project evolved the existing brand image focused on minimalism and simplicity to one that expresses diversity and flexibility to embrace the younger millennial generation. It was also designed to provide members a comprehensive user experience that allows them to experience the brand online and off. MX BOOST features 12 different card designs, brand merchandising (such as gummy bears, scented candles, tote bags, and translucent jackets), and dedicated retail spaces. People can choose the card design that most reflects their taste.

Designed by: Hyundai Card Design Lab

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The brand renewal for ACRO, a luxury apartment developer, centered the brand identity around “The Only One,” positioning company as Korea's best provider of high-end living.

Designed by: Hyemi Moon, Jungeol Bae, Sumi Oh, Yongno Yoon and Dongha Kim of QUESERSER, NAMED, Atelier Don-Gha for DAELIM Industrial Co., Ltd.

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From Xoy

For the rebranding of From Xoy, a skincare product line, designers used a unique illustrated design and a letter motif to make it more approachable and introduce a new ingredient, echinacea, to customers.

Designed by: HOHOHO for MANIFEST

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The Serif Visual Identity System

This visual identity system for the Serif was designed to communicate the beautifully crafted furniture-like quality of the TV and to appeal to millennials. In addition to above-the-line media frequently used by existing TV brands, online channels, digital media, and promotional events familiar to millennials were employed. Through this approach, the branding demonstrated how the Serif can be incorporated into any space and help consumers embrace the Serif as a part of their lifestyle. In short, the visual identity system goes beyond a mere TV branding tool to inspire consumers to realize how the product can be more joyfully explored and blend into diverse lifestyles.

Designed by: Taeho Kim, John Taegyu Kim, Jongyun Shin, Hyezin Park and Adam Burgess of Samsung Electronics Co., Ltd.

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Forge Ahead

To promote Shenzhen Fashion Week, the design team provided a full range of brand services, including a comprehensive brand visual management system that covers print, video, website, print, and environmental. The visual management system compiled and consolidated information, unified the main tones and styles, and managed a series of materials to faithfully present the brand strategy and personalities. The overall tone capitalized on the soul Shenzhen as a young, stylish international city. As part of the initiative, the design team designed a font with 26 letters, numbers, and commonly used punctuation marks. The font is tall, slender, elegant, and beautiful. It looks like a model. The font set was inspired by logo design and can be independently applied within the overall image system.

Designed by: SenseTeam for Shenzhen Fashion Week

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The Sero Visual Identity System

Every first of its kind is met with public doubt about what it is and whether it is truly needed. The Sero, the world’s first rotatable TV, was also in this position, having to convince consumers of the need for a vertically oriented display. It also needed to appeal to millennials, the Sero’s target group, who are confident about what they like and dislike, are willing to embrace change, and are not hesitant to spend in order to satisfy their personal preferences. To capture the eyes and minds of these consumers, the bold visual strategy and language helps them understand this unfamiliar form factor. 

Designed by: Junhyeok Jang, John Taegyu Kim, Taeho Kim, Areum Lee and Jongyun Shin of Samsung Electronics Co., Ltd.

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Fincap Law - Brand Identity Design

This project updated the law firm’s former conventional logo into a stylized contemporary theme that provides a benchmark design for the legal and financial sector.

Designed by: Dongho Kim and Yunyoung Lee of Wallstreetdocs for Fincap Law LLP

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