Communication

GOODAM Brand Identity Design

Extra Form

Country	Korea
Year	2025
Award	WINNER
Client	GILSTORYIP Corp.
Affiliation	B for Brand
Designer	yena choi, KIM YU JIN, LEE JU HEE, KANG BYEONG CHAN, KO YUN KYUNG
English	This project brought SBS drama The Fiery Priest’s fictional Gudam City to life, establishing a brand identity that merges fiction with reality. With “coexistence” and “change” as core values, we used vibrant colors and diverse typography to symbolize harmony. The graphic motif, inspired by community "block" highlights Gudam's dynamic stories, while motion graphics reflect its energetic transformation. Coming in December, the Gudam-themed street in Seoul will feature this brand identity across various spaces, offering a unique immersive experience and contributing to local revitalization.
Native	본 프로젝트는 SBS 드라마 <열혈 사제>의 배경인 구담 시티를 실제 공간으로 구현하며, 픽션과 현실을 연결하는 브랜드 아이덴티티를 수립한 작업입니다. 갈등과 화합의 서사를 통해 주인공들의 활약으로 다채롭고 평화로운 도시로 변화한 구담을 표현하기 위해, ‘공존’과 ‘변화’를 핵심 디자인 가치로 설정하였습니다. 밝고 활기찬 컬러와 다양한 크기의 서체를 조합하여 서로 다른 사람들이 조화를 이루는 이미지를 로고타입 형태의 심볼로 구현하였습니다. 그래픽 모티프는 마을을 구성하는 기초 단위인 ‘블럭’에서 착안하였으며, 이를 통해 구담이 가진 다양한 일상의 이야기를 담아내고자 하였습니다. 또한, 모션 작업에서는 블럭의 형태가 유연하게 변화하는 과정을 담아내어, 활기차고 역동적인 구담의 에너지를 효과적으로 표현하였습니다. 오는 12월 서울시 중구 서소문로 6길에 조성되는 구담 시티 테마 거리에서는 개발된 브랜드 아이덴티티를 극장, 카페, 조형물 등 마을 곳곳에 적용하여 구담만의 일관된 브랜드 경험을 제공합니다. 이를 통해 드라마 속 이야기를 현실로 확장하며 독특한 경험을 선사하는 동시에 지역 활성화에 기여할 것으로 기대됩니다.
Positive Comments
Judging Comments	This project brings SBS drama The Fiery Priest's Gudam City to life, blending fiction with reality through a dynamic brand identity. With "coexistence" and "change" at its core, vibrant colors and diverse typography symbolize harmony, while the "block" motif reflects the community’s dynamic stories. Motion graphics emphasize transformation, and the Gudam-themed street in Seoul, launching in December, will immerse visitors in this unique experience, contributing to local revitalization.

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