Communication

Cunic

Extra Form

Country	Korea
Year	2020
Award	WINNER
Client	Oxford
Affiliation	one dash one
Designer	Woongjoo Na, Suejin Kim, Chaeyeon Han, Yujin Kim
English	Oxford, a child’s educational toy company which manufactures products since 1961, wanted to overcome the limitation of its name, that is the name of a region of a foreign country. To protect and use the brand in the global market, we made a neologism ‘Cunic’ from two words, Curious and Iconic. Currently, trademark registration has been completed in 4 countries(South Korea, USA, China, Japan). We developed a strong symbolic mark, which can stand out among colorful and similar packages. We also tried to show friendly aspect with serif typefaces that incorporate circle and oblique line elements, which are morphological features of the toy block.
Native	1961년부터 교육용 완구를 제조한 옥스포드는 모두가 아는 외국의 지역명이라는 회사의 이름이 가지고 있는 한계점을 극복하고, 세계시장에서의 상표 보호 및 브랜드 활성화를 추진하고자 새로운 네이밍과 브랜드 아이덴티티 디자인 작업을 의뢰하였습니다. 호기심이 많다는 것을 의미하는 ‘Curious’와 상징 그리고 우상을 의미하는 ‘Iconic’이 합쳐져 만들어진 신조어인 'Cunic’은 호기심의 상징으로써 자리잡아 성장하는 옥스포드의 미래를 담고 있으며, 현재 4개국(한국, 미국, 중국, 일본)에 출원 등록이 모두 완료되었습니다. 여러가지 블럭들이 합쳐지는 모습이 전면으로 나오는 화려한 패키지와 함께 사용되는 로고이기 때문에 마크 형태를 사용하여 가독성과 상징성을 강조하였습니다. 또한, 대중들에게 오랜 기간 어린이 교육 완구로 사랑 받아온 옥스포드의 친근함을 블럭의 형태적 특징인 원과 사선을 사용한 세리프 서체를 통해 나타내고자 하였습니다.
Website	www.1-1company.com

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