Modulabs 비주얼 아이덴티티 시스템 by Wonseon Yu and Yoonhee Jeong

Modulabs 비주얼 아이덴티티 시스템 by Wonseon Yu and Yoonhee Jeong is a highly esteemed winner of the very prestigious 2023 A' Design Award 철상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

철그래픽· 2023

Modulabs 비주얼 아이덴티티 시스템

by Wonseon Yu and Yoonhee Jeong

Client: Modulabs

A' Design Award 철상 Winner in 그래픽 Category

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The Design

About Modulabs 비주얼 아이덴티티 시스템

모듈랩스(Modulabs)는 연구 커뮤니티를 위해 개발된 비주얼 아이덴티티 시스템이다. 이 아이덴티티 시스템은 전용 가변 서체를 기반으로 구축되었다. 해당 서체는 300단계로 이루어진 단일 성장 축을 지니고 있어 다양한 글자 형태를 구현할 수 있다. 각 글자는 기하학적 형태에서 자동으로 생성된 것이 아니라 하나하나 세심하게 그려져 인간적인 개성을 담고 있다. 미세하게 흔들리는 듯한 글자들은 완벽한 결과물이 아닌 행동과 탐구의 과정을 반영한다. 구성원들은 아이덴티티에 맞추어 이 서체를 활용할 수 있으며, 내부 도구를 통해 손쉽게 네이밍을 만들어낼 수 있다.

The Recognition

About the A' Design Award 철상

Modulabs 비주얼 아이덴티티 시스템, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Modulabs 비주얼 아이덴티티 시스템, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Modulabs 비주얼 아이덴티티 시스템, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

Behind the Design

Press Kit

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

Unique Properties: Modulabs' visual identity system embodies the values of growth, co-prosperity, and challenge. The "Next step forward tomorrow" rule inspires continuous progress and limitless potential. Co-prosperity is emphasized through the collaborative nature of the new typeface, creating a cultural fit within the community. The unique shape of the typeface reflects the value of challenge, encouraging risk-taking and exploration of new frontiers. The visual identity system at Modulabs represents a commitment to creating a culture of innovation and learning, driving positive change for the future.
Tags: Identity, Typeface, System
Production Technology: The identity system is built with a dedicated variable typeface. It has a single "Growth" axis, which has 300 steps to express all kinds of different shapes while growing experience. Each letter is carefully drawn to give a humanistic vibe instead of generating shapes geometrically.

We intentionally avoided geometric shapes to give a more humanistic vibe rather than giving too much systematic look. The letters are designed to be wobbly at first sight to show that the community is not about making perfect results but more about action and adventure.
Design Challenge: Developing Modulabs' new visual identity was challenging, as we had to persuade the community to embrace a logo without a symbol. We showed examples of how the system could be used extensively and created a jingle to demonstrate its versatility. Our commitment to transparency and inclusivity helped us create a visual identity that represents our values in a dynamic and adaptable way. The result fosters a culture of innovation and learning, and our community is proud to embrace the new visual identity system.
Research: We recognized the need for a visual identity that reflects our community's values. Extensive research, including surveys and interviews, helped us understand our members. We identified our core values and mission and translated them into keywords that guided our new identity system. Mood boards helped us experiment with different looks, resulting in a design that reflects our unique philosophies. Our thoughtful approach created a visual identity that fosters innovation and learning, truly representing our community.
Inspiration: Modulabs is a research community that fosters growth, co-prosperity, and challenge. Its visual identity reflects its values, which include innovation, experimentation, and learning. Modulabs believes that everyone can make a difference and encourages its passionate community to pursue their goals. The new identity system aims to inspire and empower members to take bold steps towards realizing their true potential.
Project Duration: The project started in September 2022 in Seoul and finished in November 2022. The rebranding process had to be swift and straightforward because only two graphic designers were working for the whole company.
Operation Flow: Since the whole system is realized with the dedicated typeface, members of Modulabs can easily align with the identity's tone by using the typeface. We also integrated some internal tools to create names of community members with ease for those who are not designers.
Patents: trademarks: Modulabs (2023)
Team Members: Creative Director: Wonseon Yu
Designer: Yoonhee Jeong