Communication

THE PENTHOUSE Visual Branding

Extra Form

Country	Korea
Year	2023
Award	WINNER
Client	CHANNEL A
Affiliation	CHANNEL A BNC
Designer	Oh Hyejung, Hong Iryeon, Byun Joohee, Kim Miri, Kim Taehyung
English	The function and meaning of the elevator which is the main mediator of ‘Penthouse’ was set as a visual motif. We found that the structural characteristics of the elevator which consists of symmetrical doors are suitable for expressing the keyword of this show, ‘competition’. The pointed shape on the four sides expresses the sharp tension of the performers and the light leaking in the center expresses hope. Elevator motion characteristics were developed and applied as moving identities. In this way, unique attributes were applied to various elements to establish a high-level visual brand.
Native	‘펜트하우스’ 콘텐츠의 상징적 형상은 엘리베이터이다. 우리는 형상화 과정에서 엘리베이터 고유의 시각적 특성과 함께 본 쇼의 톤 앤 매너가 선명하게 보여질 수 있도록 고민하였다. 두 개의 대칭된 문으로 구성되어 있는 엘리베이터의 구조적 특성은 본 쇼의 키워드인 ‘경쟁’을 표현하기에 매우 적합한 형상임을 발견하였다. 사방의 뾰족한 형상은 출연자들의 날카로운 긴장감을 표현하였고, 중앙에 있는 다이아몬드 형상에서 새어 나오는 빛은 성공과 희망을 표현하였다. 엘리베이터는 문의 개폐에 의한 좌우 이동과  층간 이동에 의한 수직 이동이라는 고유의 특성을 적용하여 ‘펜트하우스’만의 ‘무빙 아이덴티티’를 개발.적용하였다. 대부분의 시각적 상징물들은 고유의 컬러 아이덴티티와 형상 아이덴티티로 구성되어 있다. 우리는 여기에 무빙 아이덴티티의 개념을 추가하여 차별화와 혁신을 꾀하였다. 이 움직임은 권력의 이동과 상승에 대한 희망이라는 본 쇼의 핵심과도 맞닿아 있다. 우리는 이와 같이 명확한 속성을 다양한 요소들에 적용하여 보다 수준 높은 비주얼브랜딩을 확립했다.
Website	www.channela-bnc.com
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