Krafton ブランドエクスペリエンスデザイン by Plus X is a highly esteemed winner of the very prestigious 2021 A' Design Award 銀賞 in グラフィックス・イラストレーション・ビジュアルコミュニケーションデザイン Competition Category.
銀グラフィック· 2021
Krafton ブランドエクスペリエンスデザイン
by Plus X
Client: Krafton
A' Design Award 銀賞 Winner in グラフィック Category
Verified Award Winner
Verify Award Status for #115949The Design
About Krafton ブランドエクスペリエンスデザイン
Kraftonは、ゲーム開発スタジオ群のために制作されたブランドエクスペリエンスデザインである。ロゴデザインシステムは、各アライアンスブランドの独自性とグループとしての一貫性を同時に表現している。デザインは中世の職人ギルドの紋章に着想を得ており、盾形のフレームを基本形として用いている。同一の紋章形状をすべてのアライアンスブランドに適用し、指定カラーによって差別化を図っている。ロゴ、カラー、書体、キービジュアルは、名刺、各種フォーム、アイコン、広告といったタッチポイント全般にわたって展開されている。
The Recognition
About the A' Design Award 銀賞
Krafton ブランドエクスペリエンスデザインは、見事で印象的なハイエンドのデザインに授与される、非常に権威ある評価である A' Design Award 銀賞の受賞作品です。銀賞の受賞作品は、きわめて輝かしく創造性に富んだ作品であり、デザイナーの傑出した専門知識、才能、洞察力を示しています。Krafton ブランドエクスペリエンスデザインは、素晴らしい代表作であり、驚くほどプロフェッショナルで、深く革新的であることが期待されます。この A' Design Award 銀賞を受賞したデザインは、非常に注目すべき称賛される発明であり、芸術・科学・デザイン・技術の境界に寄与し、それを前進させます。Krafton ブランドエクスペリエンスデザインは、多くの人に羨まれる創造物であり、欲求を呼び覚まし、前向きな感情をもたらし、驚きと感嘆を灯します。
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
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