Krafton Primary Function: Ìṣàpẹrẹ Ìrírí Àmì-ọjà by Plus X is a highly esteemed winner of the very prestigious 2021 Àmì-ẹ̀yẹ Fàdákà A' Design Award in Àpẹẹrẹ Àwòrán, Àpèjúwe àti Ìbánisọ̀rọ̀ Ojú-Ìwòran Competition Category.
FàdákàÀwòrán· 2021
Krafton Primary Function: Ìṣàpẹrẹ Ìrírí Àmì-ọjà
by Plus X
Client: Krafton
Àmì-ẹ̀yẹ Fàdákà A' Design Award Winner in Àwòrán Category
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- Verified Award Winner
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The Design
About Krafton Primary Function: Ìṣàpẹrẹ Ìrírí Àmì-ọjà
Krafton jẹ́ àpẹrẹ ìrírí àmì-ọjà tí a ṣẹ̀dá fún àkójọpọ̀ àwọn ilé-iṣẹ́ ìdàgbàsókè eré. Ètò àpẹrẹ àmì-ìdámọ̀ náà máa ń fi hàn àkànṣe kọ̀ọ̀kan àmì-ọjà tí ó wà nínú àjọṣepọ̀ àti ìṣọ̀kan àkójọpọ̀ náà. Àpẹrẹ náà rí ìmísí láti ara àmì-ìdámọ̀ ẹgbẹ́ oníṣẹ́-ọnà kan ní Sáà Àárín, a sì lo ọ̀nà tí ó dàbí àpáta-ààbò gẹ́gẹ́ bí ìpìlẹ̀ àwòrán. Ìrísí àmì-ìdámọ̀ kan náà ni a lò fún gbogbo àwọn àmì-ọjà nínú àjọṣepọ̀ náà, a sì fi àwọn àwọ̀ tí a yà sọ́tọ̀ ṣe ìyàtọ̀ láàrin wọn. Àwọn àmì-ìdámọ̀, àwọ̀, irú-lẹ́tà àti àwọn àwòrán pàtàkì ni a lò káàkiri àwọn ojú-ìfarakanra bíi káàdì iṣẹ́, fọ́ọ̀mù, àmì-àwòrán àti ìpolówó-ọjà.
The Recognition
About the Àmì-ẹ̀yẹ Fàdákà A' Design Award
Krafton Primary Function: Ìṣàpẹrẹ Ìrírí Àmì-ọjà jẹ́ olùborí Àmì-ẹ̀yẹ Fàdákà A' Design Award, ìdánimọ̀ onípọ̀nlé lọ́nà àrà ọ̀tọ̀ tí a fún àwọn àwòṣe ìpele gíga jùlọ tó dára tó sì ń kan ọkàn. Àwọn olùborí Fàdákà jẹ́ àwọn iṣẹ́ tó ń tàn yòò gidigidi tó sì ní ìṣẹ̀dá púpọ̀ tí wọ́n ń ṣàfihàn ìmọ̀ ìjìnlẹ̀, ẹ̀bùn àti ìmọ̀ràn àwọn olùṣàwòṣe wọn. A retí pé Krafton Primary Function: Ìṣàpẹrẹ Ìrírí Àmì-ọjà yóò jẹ́ iṣẹ́ àgbàyanu, àpẹẹrẹ rere, ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun jinlẹ̀. Àwòṣe tó borí Àmì-ẹ̀yẹ Fàdákà A' Design Award yìí jẹ́ ohun ìmúṣẹ̀dá tó hàn gbangba gidigidi tí a mọrírì tó ń ṣe anfàní tó sì ń tì ààlà iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ síwájú. Krafton Primary Function: Ìṣàpẹrẹ Ìrírí Àmì-ọjà jẹ́ ẹ̀dá tí ọ̀pọ̀lọpọ̀ ń ṣe ìlara, tó ń jí ìfẹ́ inú, tó ń mú ìmọ̀lára rere wá tó sì ń jí ìyàlẹ́nu àti ìyanu.
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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