SAMHWA PAINTS
Slogan / Visual Identity Design
SAMHWA PAINTS
Team Director : Jang Youngsin
Team Manager : Won Yoorak,
Manager : Kim Byunghyun, Kim Yeseul
Owhyworks
Creative Director : Yeon Cheolmin
BX Designer : One Zwon, Kim Jeongsup, Kang Eunseo
Motion Designer : Choi Yookyung, Kim Dongyoon
Overview
Samhwa Paint is Korea's leading paint company, and through the slogan "Relieved to be Samhwa," it internalized core brand values by delivering high technology trust and quality assurance to B2C and B2B customers. However, the existing slogan design had a limitation that it could not fully express the company's oriented values with aesthetic images. To overcome this, we planned to supplement the aesthetics of the slogan, which is the core language of experience, through the slogan design renewal and to effectively express corporate values to customers.
Design Process
Despite its strength in technology and quality, Samhwa Paint had problems with the lack of aesthetics of slogan design, traditional corporate image, and different brand images between B2B and B2C. To solve this problem, based on the concept of 'Paint that can be used with confidence', we want to strengthen the aesthetics through a modern and sophisticated design approach, establish the identity of slogan through an integrated visual language, and effectively convey the company's message and value through an intense and cheerful design.
Slogan / Graphic Design
In order to clearly convey the slogan value of Samhwa Paint, we designed a dedicated typeface that intuitively expresses comfort and trust, and developed a 3D graphic element that emphasizes a company's technology and brand equity. Through this, we built a slogan design system that effectively conveys slogan messages and expresses positive, cheerful, and lively values.
Slogan Design
In order to effectively express Samhwa Paint's high technology and reliability of quality, the core concept of the slogan design was set to "paint that can be used with confidence." Based on this concept, we designed a slogan-only typeface with a motif of strokes that look like they were painted with a paint roller. This intuitive visual representation, which is reminiscent of painting, clearly conveys the value of the slogan and focuses on delivering Samhwa Paint's brand experience and message clearly and intensely to customers.
Color System
The core brand colors of Samhwa Paint have previously used red and blue as their main colors, but this color system alone had limitations in delivering the positive value of the slogan sufficiently. Accordingly, based on the slogan concept of "Paint that can be used with confidence," we have developed a new color system that expresses cheerful and friendly images centering on the color assets of the existing Samhwa Paint to effectively deliver positive and enjoyable images.
Typography
In order to effectively express the corporate value of Samhwa Paint, Typeface selected Inter, which has a systematic, rational, and concise personality, so that it can deliver a consistent corporate image from various points of contact. In addition, through systematic height that is aligned around slogans, we increased the utilization of slogans and established a structural system of typography design.
Graphic
In order to clearly convey the slogan design that represents the company's values, we decided that a graphic design that represents the trust in the technology and quality of Samhwa Paint is necessary. Accordingly, based on the design concept of 'Paint that can be used with confidence', we used 3D graphics to intuitively express the positive value, trust, and high technology of Samhwa Paint. This design aims to effectively deliver the company-oriented image to customers by delivering Samhwa Paint's brand experience in a more pleasant, cheerful, and friendly manner.
Samhwa Smile
Based on the symbol, Samhwa Paint's corporate asset, Samhwa Smile was designed to convey the positive value of "safe and usable paint." Samhwa Smile aims to make customers feel friendly and positive about the value of Samhwa Paint while emphasizing corporate representation.
Paint Graphic
The expression of the physical properties of paint aims to convey the brand experience of Samhwa Paint in a cheerful and lively manner by visually embodying the physical characteristics felt in actual use.
SAMHWA PAINTS
Slogan / Visual Identity Design
SAMHWA PAINTS
Team Director : Jang Youngsin
Team Manager : Won Yoorak,
Manager : Kim Byunghyun, Kim Yeseul
Owhyworks
Creative Director : Yeon Cheolmin
BX Designer : One Zwon, Kim Jeongsup, Kang Eunseo
Motion Designer : Choi Yookyung, Kim Dongyoon
