Krafton Primary Function: Marka Esperientziaren Diseinua by Plus X

Krafton Primary Function: Marka Esperientziaren Diseinua by Plus X is a highly esteemed winner of the very prestigious 2021 Zilarrezko Saria A' Design Award in Grafismo, Ilustrazio eta Ikus Komunikazio Diseinua Competition Category.

ZilarGrafismoa· 2021

Krafton Primary Function: Marka Esperientziaren Diseinua

by Plus X

Client: Krafton

Zilarrezko Saria A' Design Award Winner in Grafismoa Category

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Colors

The Design

About Krafton Primary Function: Marka Esperientziaren Diseinua

Book Text: Krafton bideojoko garapen estudioen talde batentzat sortutako marka esperientziaren diseinua da. Logotipoaren diseinu sistemak aliantzako marka bakoitzaren berezitasuna eta taldearen koherentzia adierazten ditu, biak batera. Diseinuak Erdi Aroko artisautza gremio baten armarrian du inspirazioa, eta ezkutu formako esparru bat erabiltzen da oinarrizko forma gisa. Armarri forma bera aplikatzen zaie aliantzako marka guztiei, eta izendatutako koloreen bidez bereizten dira. Logotipoak, koloreak, tipografiak eta ikuspegi gakoak ukipen puntu ezberdinetan erabiltzen dira, hala nola bisita txartel, inprimaki, ikono eta iragarkietan.

The Recognition

About the Zilarrezko Saria A' Design Award

Krafton Primary Function: Marka Esperientziaren Diseinua Zilarrezko Saria A' Design Award irabazlea da, goi-mailako, zoragarriak eta liluragarriak diren diseinuei ematen zaien ezohiko aitorpen prestijiotsua. Zilar-mailako irabazleak lan oso distiratsuak eta sormen biziko lanak dira, beren diseinatzaileen aditutasun, talentu eta zorroztasun nabarmenak erakusten dituztenak. Krafton Primary Function: Marka Esperientziaren Diseinua erakusleiho-lan zoragarria, nabarmenki profesionala eta sakonki berritzailea izatea espero da. Zilarrezko Saria A' Design Award irabazi duen diseinu hau asmakizun oso nabarmena eta miretsia da, onura ekartzen duena eta artearen, zientziaren, diseinuaren eta teknologiaren mugak zabaltzen dituena. Krafton Primary Function: Marka Esperientziaren Diseinua jende askok inbidia duen sorkuntza da, desirak pizten dituena, sentimendu positiboak ekartzen dituena eta harridura eta txunditzea pizten dituena.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Krafton has built its logo design system that can express both the uniqueness and consistency of each alliance brand to reestablish the brand architecture. This highlights the IP products provided by Krafton to enable investors and the public to easily access them and modularizes them for the improvement of management efficiency against issues.
Dimensions & Packaging: Application
It is designed in various ways by applying the formative characteristics of the symbol. With soft semigloss or matte materials, a heavy and solid feeling is provided. e.g., business cards, forms, USBs, cups, calendars, wappens, etc.
Tags: Game Union, Ungravity, Maximizing The Creative, Diversity In Unity, Pure Challenge
Production Technology: 1. Brand Value Platform
Krafton's essence is defined as UNGRAVITY.

2. Visual Identity and Brand Design Element Development
Krafton's brand identity is expressed by visualizing a shield-shaped frame, which is the basic form of a guild crest.

3. Brand Experience Design
From all touchpoints, key visual assets such as logos, colors, typefaces, and key visuals are used in the right places to provide Krafton's differentiated brand experiences.
Design Challenge: It was difficult to establish a logo design system that could express both the uniqueness of each of Krafton's associated brands and the consistency of the group’s brand. However, with the goal of expressing the value of “independence and cooperation” pursued by Krafton, we have built a design system that simultaneously shows the integrated image of the group brand and the unique image of each union company.
Research: Through internal interviews, it is found that the “hole” of the existing verbal asset has a negative impression in English-speaking countries. Thus, we thought that the association was a major risk to the company’s goal to enter global markets. In addition, research on the corporate structure of an alliance of diverse development studios and the characteristics, philosophy, direction of the alliance were conducted. Through this process, Krafton was created as a new name.
Inspiration: Krafton has built its logo design system that can express both the uniqueness and consistency of each alliance brand after being inspired by the crest of the Craft Guild of the Middle Ages.
Project Duration: The project proceeded for 9 months in Seoul, South Korea.
Operation Flow: The shield-shaped frame indicates “the symbol of a guild in the Middle Ages.” The use of the frame can convey Krafton's brand identity, which is like a guild of game development with various game developers, so that it is easy to expand the meaning and that it can be used in all touchpoints such as forms, icons, and advertisements.
Patents: Copyrights belong to Plus X Co.
Team Members: Plus X Creative Director: Myungsup Shin
Plus X Creative Director: Sabum Byun
Plus X Creative Director: Jangsoon Choe
BX Strategist: Jisu Kim
BX Strategist: Bohyun Kook
BX Strategist: Minho Jang
BX Designer: Wonsik Joo
BX Designer: Suji Choi
BX Designer: Jihoon Noh
BX Designer: Hyunmin Han
UX Designer: Yoojin Jeon
UX Designer: Dongbeen Choi
UI Designer: Kiwon Jang
UI Designer: Chulhee Kim
UI Designer: Hyungyu lee
UI Interaction Designer: Chulhee Kim
Developer: Gmo Song
Developer: Jeonghyuck Won
Developer: Mira Jung
Developer: Minju Kim
Brand Movie designer: Wonsik Joo
Brand Movie designer: Kwangmyung Lim
Image Credits: Plus X