Communication

ZERO Brand Identity

Extra Form

Country	Korea
Year	2023
Award	WINNER
Affiliation	Sejong University
Designer	Ho Sub Park
English	Currently, one-third of South Korea raises pets. In line with this, many pet products are being supplied to the market.However, consumers are always exposed to harmful products.We propose a pet brand to these consumers.The logo is designed using the law of closure in which a dog bites 0 and metaphorically indicates that it is not harmful at all.In Korea, it is legally difficult to display 0%, but simple dog illustrations combined with logos break away from these restrictions and instill familiarity. Inspired by Herbert Flubalin's Avant Garde Godic, we made a font dedicated to brands that symbolizes wit, innovation, and a spirit of challenge.
Native	대한민국은 현재 1500만 반려가구 시대이며, 넘치는 수요에 따라 해로운 반려동물 제품들도 과다공급되고 있다. 따라서 불안감을 느끼는 소비자들에게 신뢰와 건강을 추구하고 약속하는 새로운 반려동물 제품 브랜드를 제안한다. 제로 브랜드의 네이밍은 해로운 성분이 0%, 즉 조금도 들어가있지 않다는 뜻이며 소비자들에게 신뢰와 건강을 약속한다. 로고의 형태는 강아지가 숫자 0을 물고 있는 형태를 폐쇄성의법칙에 따라 단순하게 디자인 되었으며 브랜드 컬러는 유쾌함과 친근함을 줄 수 있는 ‘Zero Orange’가 사용 되었다. 0% 라는 것을 강조하며 직접 표기하는 방법은 국내에서 법리적으로 어려운 일이지만 로고와 결합된 패키지의 메인 이미지가 되는 몇 가지의 단순한 강아지 일러스트들은 이러한 표현방식의 제약에서 벗어나게 해주고 제품내의 바리에이션을 나타냄과 동시에, 친근함을 소비자들에게 심어준다. 그리고 Herbert F Lubalin의 Avant Garde Gothic에서 영감을 얻어 위트와 혁신 그리고 도전정신을 상징하는 브랜드 전용 서체를 개발하였다. 이 서체 역시 O를 이미지를 담는 그릇으로 볼수있으며 브랜드 로고가 알파벳 O를 대체하여 조형적으로 뜻과 이미지를 결합시킬수 있는 이 서체의 특징을 강조한다.
Positive Comments

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   Double Sided Chair

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    Highland

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57. in Communication
    

    ZERO Brand Identity

58. in Industrial
    

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59. in Industrial
    

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60. in Industrial
    

    In Outside

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