Communication

SPOON RADIO BRAND IDENTITY DESIGN

Extra Form

Country	Korea
Year	2022
Award	WINNER
Affiliation	named
Designer	Youngno Yoon
English	Spoon Radio, one of the most well-known real-time audio broadcasting platforms in Korea, is a service used by about 3 million people every month in 20 countries. While we had a clear business goal, the customer recognition of Spoon and the reason to use it were unclear. To prevent the interference of brand image caused by sending multiple marketing messages in different regions and countries, Spoon required a unique integrated brand identity. As such, after selecting "Alive" as the brand essence that can deliver a clear and consistent awareness for Spoon's global success, we carried out a brand renewal to prepare a new value system.
Native	대한민국 대표 실시간 오디오 방송 플랫폼 스푼라디오는 20개 국가에서 매 월 약 300만 명이 이용하는 서비스 입니다. 기존의 스푼라디오는 비즈니스적 목표는 명확하나 고객 인식상 'Spoon'에 대한 정의와 'Spoon'을 사용해야만 하는 이유는 명확하지 않습니다. 지역(국가)별, 시기별로 다양하게 발생할 마케팅 메시지로 인한 브랜드 이미지 간섭을 막기 위해 Spoon만의 명확한 통합 브랜드 아이덴티티가 필요한 상황이었습니다. 따라서 Spoon의 글로벌 성공을 위한 명확하고 일관된 인식을 전달할 수 있는 브랜드 에센스 'Alive'를 선정 후 이에 맞는 새로운 가치 체계를 마련하는 브랜드 리뉴얼 작업을 단행하였습니다.
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