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The Hyundai
This project is for Hyundai department store, one of the most widely known and established department stores in Korea. We took charge of the entire brand identity on the basis of already developed logo and color palette designed by Base Design NY. In order to represent the core concept of this branding project, duality, we designed a graphic motif of Dual H. Korean logotype was also developed, including basic operation of refined / segmented color system. Application of this graphic covers all the possible contacts customers are faced with at the department store; from signage, shopping bags, guideline for DM or other printed editorial design, guideline for gift packaging, drinks packaging, ribbon design, price and origin tags, to parking tickets.

The graphic motif of Dual H, where the two 'H's are organically weaved together, is visualized through a variety of media and on different levels. The weaved form of two letters can be interpreted in many ways, such as a link between department store and its customers, or between tradition and modernity. All in all, it is interesting to have it be interpreted as a positive symbol, like a ribbon in gift wrapping.

The department store itself is a strong brand, and a place to contain a number of different products and other brands. It was our main goal to develop a visual language that functions in two ways: identifier that implies The Hyundai’s orientation, and a container that effectively communicates and delivers information. Taking also into account the real-time operating characteristics of various design projects at the department store, we tried to develop such system that would enable easy and flexible, yet consistent use across the brand.
  • Project direction: Youngshin Jang (The Hyundai)
  • Executive project direction: Ee-rang Park (The Hyundai)
  • Project coordination: Sooeun Kim (The Hyundai)
  • Design application: Ee-rang Park (The Hyundai), Sooeun Kim (The Hyundai), Youngjae Jang (The Hyundai)
  • Brand Naming: Base Design NY

  • Brand identity creative direction: Heesun Kim (studio fnt), Base Design NY
  • Brand identity art direction: Jaemin Lee (studio fnt), Base Design NY
  • Brand strategy, Korean logotype design: studio fnt
  • Brand strategy, English logotype design: Base Design NY
  • Brand application graphic design: Hyehyun Yi (studio fnt), Gunjung Lee (studio fnt), Base Design NY
  • Editorial design: Hyehyun Yi (studio fnt), Gunjung Lee (studio fnt)
  • Signage system, information graphic: Hyehyun Yi (studio fnt), Gunjung Lee (studio fnt), Hyungwon Cho (studio fnt), Hwanuk Choe, Hyeyoung Yoo (The Hyundai), Hae Yoon (The Hyundai)
  • Photography: Jaemin Lee (studio fnt), Heesun Kim (studio fnt)

  • Client: The Hyundai
  • Year: August 2015

︎ bpando.org/2015/10/30/branding-the-hyundai

© Jaemin Lee. All rights reserved.