Project YOOSOO
Task Brand Identity, Application, Graphic&Illust
Client YOOSOO
Period 2020
Director Hyojin Kim
Design
ย Hyojin Kim
Archive Hyojin Kim

์œ ์ˆ˜๋Š” 1990๋…„๋Œ€ ์„ธ๊ธฐ๋ง ๊ฐ์„ฑ์„ ์ˆ˜์ง‘ํ•˜๊ณ  ๋ชจ๋‘์™€ ๋‚˜๋ˆ„๋Š” ์ŠคํŠœ๋””์˜ค์ž…๋‹ˆ๋‹ค. ์ง€๋‚˜๊ฐˆ์ˆ˜๋ก ๋น›๋‚˜๋Š” ๊ทธ๋•Œ์˜ ์‹œ๊ฐ„๋“ค. ์œ ์ˆ˜๋Š” ์šฐ๋ฆฌ๊ฐ€ ์ข‹์•„ํ•˜๋˜ ๊ทธ ์‹œ์ ˆ ๊ทธ ๋•Œ์˜ ์‹œ๊ฐ„์„ ์ˆ˜์ง‘ํ•˜๊ณ  ๊ธฐ์–ต ์†์— ์–ด๋ ดํ’‹์ด ์กด์žฌํ•˜๋Š” ์ถ”์–ต์ด๋ผ๋Š” ์‹œ๊ฐ„์„ ๋‚ด์–ด ๋†“์Šต๋‹ˆ๋‹ค. ์šฐ์—ฐํžˆ ๋ˆ„๊ตฐ๊ฐ€์˜ ์†๋•Œ๊ฐ€ ๋ฌป์€ ์˜ค๋ž˜๋œ ๋ฌผ๊ฑด๋“ค์„ ๋งŒ๋‚˜๊ณ , ๊ทธ ๋ฌผ๊ฑด๋“ค์ด ๋‹ค์‹œ ๋ˆ„๊ตฐ๊ฐ€์˜ ์†๋•Œ๊ฐ€ ํƒˆ ์ˆ˜ ์žˆ๋„๋ก ๋ชจ์•„๋‘ก๋‹ˆ๋‹ค. ๊ทธ๋•Œ์™€ ์†๋•Œ๋ฅผ ์ˆ˜์ง‘ํ•˜๋Š” ์œ ์ˆ˜์˜ ์•„์ด๋ดํ‹ฐํ‹ฐ ์ž‘์—…์€ ๊ณผ๊ฑฐ ์‹œ๊ณต๊ฐ„์„ ๋ชจํ‹ฐ๋ธŒ๋กœ ํ’€์–ด๋ƒˆ์Šต๋‹ˆ๋‹ค.

ํ•˜๋‹จ์˜ ๊ณต๊ฐ„์œ„์— ๋ถ€์œ ํ•˜๋Š” ์›์˜ ํ˜•์ƒ์€ ์œ ์ˆ˜๊ฐ€ ์ˆ˜์ง‘ํ•˜๋Š” ์ง€๋‚˜๊ฐ„ ์‹œ๊ฐ„๋“ค์ž…๋‹ˆ๋‹ค. ์‹œ๊ฐ„์„ ์›์„ ๋ชจํ‹ฐ๋ธŒ๋กœ ํ’€์–ด๋‚ธ ๊ฒƒ์€ ์šฐ๋ฆฌ๊ฐ€ ์ผ์ƒ์—์„œ ์‚ฌ์šฉํ•˜๋Š” ์‹œ๊ฐ„์˜ ๋‹จ์œ„๊ฐ€ ํ•œ ๋ฐ”ํ€ด์ด๊ธฐ ๋•Œ๋ฌธ์ด์—ˆ์Šต๋‹ˆ๋‹ค. ๊ณผ๊ฐํ•œ ๊ทธ๋ผ๋””์–ธํŠธ๋Š” ์‹œ๊ฐ„์˜ ํ๋ฆ„์„ ๋”์šฑ ์ž˜ ๋Š๊ปด์ง€๋„๋ก ๋งŒ๋“ญ๋‹ˆ๋‹ค. ์˜›๋‚ ์˜ ๋‰˜์•™์Šค๋ฅผ ๋ˆ ๋กœ๊ณ ๋ฅผ ๊ทธ๋ฆฌ๊ธฐ ์œ„ํ•ด์„œ๋Š” ํ‹€์— ๊ฐ€๋“ ์ฐจ์žˆ๋Š” ํ•œ๊ธ€์„ ๋– ์˜ฌ๋ ธ์Šต๋‹ˆ๋‹ค. ๋งˆ์น˜ ์˜›๋‚  ์˜ค๋ž˜๋œ ์ „๋‹จ์ด๋‚˜ ์‹ ๋ฌธ์—์„œ ๋ณผ ์ˆ˜ ์žˆ์„ ๋ฒ• ํ•œ ๋Œ€๋น„๊ฐ€ ์žˆ๋Š” ๊ธ€์ž๋ฅผ ๊ทธ๋ ธ์Šต๋‹ˆ๋‹ค.

YOOSOO is a studio that collects and shares the end-of-the-century sentiment of the 1990s. Time that shines brighter as it passes. YOOSOO collects and presents the times of the past that we cherished, those moments lingering faintly in our memories. Serendipitously encountering old objects marked by someone's touch, YOOSOO gathers them to allow those traces to be felt once again.

The identity work of YOOSOO, collecting those times and traces, is expressed with motifs from past spacetime. The circular shapes floating above represent the times that YOOSOO collects. Using the circle as a motif for time was inspired by the fact that the units of time we use in our daily lives complete one full rotation. Bold gradients are employed to enhance the perception of time flowing.

To draw a logo imbued with the vibes of the past, I envisioned filled Korean characters reminiscent of old-fashioned flyers or newspapers, featuring characters with distinct contrast, as if drawn from a bygone era.











Copyright 2021. Hyojin Kim All rights reserved.