Yoondesign Identity Brand Design

Yoondesign Identity Brand Design

Yoondesign Identity Brand Design is a comprehensive visual identity system that exemplifies the evolution and flexibility of contemporary brand design through geometric transformation and chromatic exploration. Conceived and executed by designers Sunghoon Kim and Chi-young Choi in Seoul, South Korea between 2017 and 2018, this identity system employs a sophisticated geometric progression that begins with a triangle—symbolizing the interconnection between font design, content design, and brand design—and evolves into increasingly complex polygonal forms before ultimately resolving into a circle. This metamorphic approach represents both visual flexibility and the organization's adaptability to change. The design system demonstrates particular innovation in its treatment of color theory, incorporating both additive and subtractive color principles through the strategic use of light and pigment primaries, anchored by a foundational black and white palette. The identity's variable graphic motif system allows for contextual adaptation across different media while maintaining visual coherence. This forward-thinking approach earned recognition with a Bronze A' Design Award in the Graphics, Illustration and Visual Communication Design category, acknowledging its contribution to advancing visual identity design practices. The project successfully addressed the challenge of transforming a traditional typeface design company's image into that of a dynamic, future-oriented design entity, establishing a new platform for exploring the relationships between typography, content, and branding while maintaining professional credibility in the field of Korean typography design.

visual identity design, geometric transformation, brand evolution, typography integration, chromatic theory, design flexibility

— Adam Dawson

CITATION : "Adam Dawson. 'Yoondesign Identity Brand Design.' Design+Encyclopedia. https://design-encyclopedia.com/define/yoondesign-identity-brand-design?E=439554 (Accessed on October 14, 2026)"