Antme Corporate Identity is a comprehensive brand identity system designed to represent a premium puppy clothing brand, created through meticulous research and strategic design thinking. The identity system, developed between December 2018 and March 2019 in the Republic of Korea under the creative direction of Donggyun Kang and Yangji Kim, centers around a distinctive logo that symbolically represents the connection between humans and dogs through minimalist geometric forms. The design philosophy emphasizes three core brand orientations: amusement bonding, adorable design, and eternal friendship, which are seamlessly integrated into the visual language. The identity's cornerstone is an innovative logo featuring interconnected circular elements depicting a person and dog leaning on each other, symbolizing the brand's mission of fostering meaningful connections between humans and their canine companions. This motif extends into a versatile pattern system that can be applied across various touchpoints, including product packaging, digital platforms, and corporate materials. The visual system employs carefully selected colors that reinforce the brand's image while maintaining professional appeal. The project, which earned recognition with an Iron A' Design Award in the Graphics, Illustration and Visual Communication Design category, demonstrates exceptional achievement in combining emotional resonance with functional design elements. The identity system serves multiple purposes, supporting not only product sales but also design services and educational initiatives, making it a holistic representation of the brand's diverse offerings and values.
corporate identity design, brand strategy, logo design, visual communication, pet industry branding, geometric minimalism
CITATION : "Adam Dawson. 'Antme Corporate Identity.' Design+Encyclopedia. https://design-encyclopedia.com/?E=443723 (Accessed on June 03, 2025)"
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