Communication

BLACK MOTIV

Extra Form

Country	Korea
Year	2019
Award	Winner
Client	Hyundai Card
Affiliation	IDEA DO IT
Designer	YEROK AHN, YEONGKEUN JEON, JUYOUN KWON, NAYOUNG KIM, HEASOO SHIN
English	The Black Motiv is a cooperative café that helps HyundaiCard’s retirees start their own business. The name Black Motiv means ‘Coffee(black) becomes impetus to them and inspires their life’. Therefore, each alphabet from the name of the brand are regarded as the elements of inspiration and placed them in geometric design. Each letter is designed to extend to a variety of patterns to inspire people.
Native	블랙모티브는 현대카드의 퇴직자들이 퇴직 후 창업을 할 수 있도록 돕는 협동조합형 카페입니다. 블랙모티브라는 이름에는 ‘커피(black)가 원동력이 되어 삶에 영감을 준다’라는 의미가 담겨있습니다. 따라서 우리는 'BLACK MOTIV'라는 브랜드 네임의 각 알파벳을 영감의 요소로 간주하고 도형화하여 배치하였습니다. 도형화된 각 글자들은 다양한 패턴으로 확장되어 사람들에게 영감을 전달하는 요소가 됩니다. 영감의 그래픽 도형들은 커피컵, 원두패키지, 시각홍보물, 인테리어등 각 어플리케이션과 공간에 자연스럽게 녹아들어 블랙모티브만의 정체성을 부여합니다.

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