Communication

SUM Air Brand Identity Design

Extra Form

Country	Korea
Year	2024
Award	GOLD WINNER
Client	SUM Air Co., Ltd.
Affiliation	EIDETIC Inc.
Designer	AERIN KIM, AIDEN KANG, KIMMI KIM, JED JUNG, EVA BYEON
English	SUM Air, aptly named, embodies values of connection and freedom in travel, signifying an island-to-island link. SUM phonetically represents ‘island' in the Korean language. The logo symbol begins with a triangle at the center, which depicts an island meeting the sea's horizon. The outline of the symbol is a visual metaphor for the movement and connection between cities. At the same time, it embodies the brand's core values, portraying the 'shining sun' and 'radiant moments' encountered when travelling with SUM Air.
Native	신생 항공사가 돋보이기 위해서는 섬에어의 가치를 고객에게 어필할 수 있도록 직관적이고 명확한 브랜딩이 필요하였습니다. 첫 번째로 '연결'을 표현하는 SUM이라는 이름을 개발하였습니다. 섬과 섬을 '연결'하고, 여행에 '자유'를 더하며, 여행에서 만나는 '모든' 순간을 가장 멋진 순간으로 만들어주는 항공사, 동시에 '섬(Island)'을 뜻하는 우리말을 소리 나는 대로 표기하였습니다. 두번째로 섬에어의 심볼은 바다 수평선과 맞닿아 있는 섬을 직관적으로 나타내는 삼각 조형에서 시작됩니다. 심볼의 아웃라인은 섬과 도시 사이의 연결과 이동을 상징하고 섬에어를 통해 만나는 ‘빛나는 태양’과 여행의 ‘빛나는 순간’들을 시각화 하여 브랜드 핵심 가치를 표현하였습니다. 2024년 울산과 사천 취항을 시작으로 브랜드가 론칭되며, 2026년에는 울릉도에 공항이 개항할 예정입니다. 섬에어를 이용하면 1시간 만에 울릉도로 이동할 수 있으며 앞으로 하늘길이 열리는 흑산도, 백령도 같은 아름다운 섬과 근거리에 있는 작은 해외도시까지 항공편을 연결할 예정입니다.
Website	www.sumair.kr
Positive Comments
Judging Comments	SUM Air Brand Identity Design by EIDETIC clinched the 'Gold Winner' at the Asia Design Prize 2024 for its ingenious embodiment of connection and freedom in travel through a meticulously crafted logo. The jury commended its symbolic representation of island-to-island links and the core values of the brand, captured in the logo's visual metaphor of an island meeting the sea's horizon, signifying movement, connection, and the radiant experiences SUM Air offers.

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